| 内容提要 | 第1-5页 |
| Synopsis | 第5-9页 |
| Introduction | 第9-12页 |
| Chapter One Literature Review | 第12-20页 |
| ·Semiotic Approach | 第12-15页 |
| ·Linguistic Approach | 第15-18页 |
| ·Limitations of Previous Approaches | 第18-20页 |
| Chapter Two Theoretical Foundation: Relevance Theory | 第20-36页 |
| ·The Definition of Relevance Theory | 第20-22页 |
| ·Key Concepts of Relevance Theory | 第22-36页 |
| ·Ostensive-Inferential Communication | 第22-25页 |
| ·Principle of Relevance | 第25-29页 |
| ·Processing Effort and Cognitive Effect | 第29-30页 |
| ·Context | 第30-36页 |
| Chapter ThreeAdvertising and Advertising Language | 第36-44页 |
| ·Definition of Advertising and Advertising Language | 第36-38页 |
| ·Classification of Advertising | 第38-40页 |
| ·Features of Advertising Language | 第40-41页 |
| ·Functions and Objectives of Advertising Language | 第41-44页 |
| Chapter Four Analysis of Persuasion of Advertising Language from Perspective of Relevance Theory | 第44-66页 |
| ·Persuasion of Advertising Language | 第44-49页 |
| ·Definition of Persuasion | 第45-47页 |
| ·The Importance of Persuasion of Advertising Language | 第47-48页 |
| ·Goals of Persuasion of Advertising Language | 第48-49页 |
| ·The Elements of Persuasion of Advertising Language | 第49-51页 |
| ·Relevance Theory and Persuasion of Advertising Language | 第51-66页 |
| ·The Intention of the Persuader | 第51-55页 |
| ·Communicative Methods of Persuasion in Advertising Language | 第55-57页 |
| ·Cognitive Effect of Persuasion in Advertising Language | 第57-60页 |
| ·Optimal Relevance Accounting for Persuasion of Advertising Language | 第60-66页 |
| Chapter Five Persuasion Appeals ofAdvertising Language | 第66-74页 |
| ·Rational Persuasive Appeal | 第66-68页 |
| ·Emotional Persuasive Appeal | 第68-70页 |
| ·Combined Appealing Appeal | 第70-74页 |
| Conclusion | 第74-75页 |
| References | 第75-80页 |
| 中文摘要 | 第80-82页 |
| Abstract | 第82-85页 |
| Acknowledgements | 第85-86页 |
| 导师及作者简介 | 第86-87页 |
