| Abstract | 第1-9页 |
| 摘要 | 第9-11页 |
| List of Figures and Tables | 第11-12页 |
| Introduction | 第12-16页 |
| Chapter One Literature Review of Advertising and Deviation | 第16-29页 |
| ·Advertising | 第16-18页 |
| ·The Definition of Advertising | 第16-17页 |
| ·The Function of Advertising | 第17-18页 |
| ·The Classification of Advertising | 第18页 |
| ·Deviation | 第18-25页 |
| ·The Definition of Deviation | 第18-19页 |
| ·The Classification of Deviation | 第19-25页 |
| ·External Deviation | 第19-24页 |
| ·Internal Deviation | 第24-25页 |
| ·The Linguistic Study of Advertising and Deviation of Advertising Language | 第25-29页 |
| ·The Linguistic Study of Advertising | 第25-28页 |
| ·Stylistic Approach | 第25-26页 |
| ·Sociolinguistic Approach | 第26页 |
| ·Discourse Analysis | 第26-27页 |
| ·Pragmatic Approach | 第27-28页 |
| ·The Linguistic Study of Deviation of Advertising Language | 第28-29页 |
| Chapter Two Theoretical Foundation: Relevance Theory | 第29-35页 |
| ·Relevance | 第29-30页 |
| ·Optimal Relevance | 第30-31页 |
| ·Cognitive Environment and Mutual Manifestness | 第31-32页 |
| ·Context | 第32-33页 |
| ·The Principle of Relevance | 第33-35页 |
| Chapter Three A Relevance-Theoretic Approach to Advertising | 第35-40页 |
| ·Advertising as Ostensive-inferential Communication | 第35-37页 |
| ·Advertising as Ostensive Communication | 第35-36页 |
| ·Advertising as Inferential Communication | 第36-37页 |
| ·Informative Intention and Communicative Intention in Advertising | 第37-38页 |
| ·Relevance in Advertising | 第38-40页 |
| Chapter Four Language Deviation in English Advertising and Relevance Theory | 第40-64页 |
| ·The Understanding of Lexical Deviation in English Advertising From the Perspective of Relevance Theory | 第41-47页 |
| ·Case Study of Lexical Deviation in English Advertising | 第41-46页 |
| ·Lexical Deviation in English Advertising From the Perspective of Relevance Theory | 第46-47页 |
| ·The Understanding of Grammatical Deviation in English Advertising From the Perspective of Relevance Theory | 第47-53页 |
| ·Case Study of Grammatical Deviation in English Advertising | 第47-52页 |
| ·Grammatical Deviation in English Advertising From the Perspective of Relevance Theory | 第52-53页 |
| ·The Understanding of Graphological Deviation in English Advertising From the Perspective of Relevance Theory | 第53-57页 |
| ·Case Study of Graphological Deviation in English Advertising | 第53-57页 |
| ·Graphological Deviation in English Advertising From the Perspective of Relevance Theory | 第57页 |
| ·The Understanding of Semantic Deviation in English Advertising From the Perspective of Relevance Theory | 第57-63页 |
| ·Case Study of Semantic Deviation in English Advertising | 第58-62页 |
| ·Semantic Deviation in English Advertising From the Perspective of Relevance Theory | 第62-63页 |
| ·Summary | 第63-64页 |
| Chapter Five Pragmatic Functions of Language Deviation in English Advertising | 第64-68页 |
| ·Pragmatic Function of Lexical Deviation in English Advertising—Original | 第64-65页 |
| ·Pragmatic Function of Grammatical Deviation in English Advertising—Brief | 第65页 |
| ·Pragmatic Function of Graphological Deviation in English Advertising—Attractive | 第65-66页 |
| ·Pragmatic Function of Semantic Deviation in English Advertising—Profound | 第66-68页 |
| Conclusion | 第68-70页 |
| Bibliography | 第70-73页 |
| Appendix | 第73-89页 |
| Acknowledgements | 第89-90页 |
| 本人在攻读学位期间发表论文 | 第90页 |
