| 摘要 | 第1-7页 |
| Abstract | 第7-9页 |
| Chapter One Introduction | 第9-14页 |
| ·The significance of the study | 第9-12页 |
| ·Theoretical framework | 第12页 |
| ·Date collection and research method | 第12-13页 |
| ·The structure of the thesis | 第13-14页 |
| Chapter Two Literature review | 第14-27页 |
| ·Definition of pragmatic failure | 第14-16页 |
| ·Classification of pragmatic failure | 第16-19页 |
| ·Approaches to the study of pragmatic failure | 第19-25页 |
| ·From the perspective of cross-cultural communication | 第20-22页 |
| ·From the perspective of second language acquisition | 第22-23页 |
| ·From the perspective of foreign language teaching | 第23-25页 |
| ·The reason of choosing to study pragmatic failure from the perspective of relevance theory | 第25-27页 |
| ·The problems with the existing approaches | 第25页 |
| ·The value of this approach | 第25-27页 |
| Chapter Three Theoretical framework | 第27-39页 |
| ·The basic cognitive notions of relevance theory | 第28-33页 |
| ·Mutual manifestness of cognitive environements | 第28-29页 |
| ·Ostensive-inferential communication | 第29-31页 |
| ·Non-demonstrative inference | 第31-33页 |
| ·The principle of relevance | 第33-35页 |
| ·Relevance theory in pragmatics | 第35-39页 |
| ·The contribution of relevance theory in pragmatics | 第35-38页 |
| ·Its limitations | 第38-39页 |
| Chapter Four Application of relevance theory to the analysis of pragmatic failure in EC/CE translations of advertisements | 第39-82页 |
| ·The interpretative force of relevance theory on pragmatic failure in EC/CE translations of advertisements | 第39-47页 |
| ·Analysis of the cause, nature of pragmatic failure in EC/CE translations of advertisements from the perspective of relevance theory | 第47-63页 |
| ·The cause of pragmatic failure in EC/CE translations of advertisements from the perspective of relevance theory | 第48-60页 |
| ·The nature of pragmatic failure in EC/CE translations of advertisements from the perspective of relevance theory | 第60-63页 |
| ·Relevance theory in explaining pragmatic failure in EC/CE translations of advertisements in understanding | 第63-71页 |
| ·Failures to recognize implicature and explicature | 第64-65页 |
| ·Overestimation of hearer’s resources | 第65-67页 |
| ·Misunderstanding of the implicated premise | 第67-68页 |
| ·Inability to establish potential relevance | 第68-70页 |
| ·Discrepancy in cognitive environments | 第70-71页 |
| ·How to avoid pragmatic failure in EC/CE translations of advertisements based on relevance theory | 第71-79页 |
| ·Cultural relevance in advertisement translation | 第71-73页 |
| ·Strategies of EC/CE translations of advertisements in the guidance of relevance theory | 第73-79页 |
| ·Searches for the optimal relevance of advertisement translation | 第79-82页 |
| Chapter Five Conclusion | 第82-83页 |
| Bibliography | 第83-87页 |
| Abbreviations in the Dissertation | 第87-88页 |
| Appendix | 第88-89页 |
| Acknowledgements | 第89页 |
