| 摘要 | 第1-4页 |
| Abstract | 第4-8页 |
| Introduction | 第8-13页 |
| Chapter One Relevance Theory | 第13-24页 |
| ·Cognitive Environment and Mutual Manifestness | 第15-18页 |
| ·Informative Intention and Communicative Intention | 第18-20页 |
| ·Ostensive-inferential Communication | 第20-21页 |
| ·Principle of Relevance and Optimal Relevance | 第21-24页 |
| Chapter Two Advertising and Advertising Slogans | 第24-41页 |
| ·Main Notions of Advertising | 第24-31页 |
| ·Definition of Advertising | 第24-25页 |
| ·Classification of Advertising | 第25-26页 |
| ·Functions of Advertising | 第26-28页 |
| ·Characteristics of Advertising | 第28-29页 |
| ·Advertising Element | 第29-31页 |
| ·Advertising Slogans in English | 第31-41页 |
| ·Definition and Characteristics of Advertising Slogans | 第32-33页 |
| ·Significance of Advertising slogans in English | 第33-34页 |
| ·Advertising Slogans in English as Ostensive Stimuli | 第34-37页 |
| ·Advertising Slogans in English as Anchors in Cognitive Environment | 第37-41页 |
| Chapter Three Strategies to Achieve Fulfillment of Communicative Intention of Advertising Slogans in English | 第41-67页 |
| ·Four Stages of Psychological Adjustment of Advertising Process | 第42-44页 |
| ·Rhetorical Devices Used as Strategies for Fulfilling the Communicative Intention | 第44-67页 |
| ·Lexical Rhetorical Devices Used for Fulfilling the Communicative Intention | 第44-59页 |
| ·Pun | 第45-49页 |
| ·Metaphor | 第49-54页 |
| ·Hyperbole | 第54-56页 |
| ·Parody | 第56-59页 |
| ·Syntactic Rhetorical Devices Used for Fulfilling the Communicative Intention | 第59-67页 |
| ·Ellipsis | 第59-62页 |
| ·Repetition | 第62-64页 |
| ·Parallelism | 第64-67页 |
| Conclusion | 第67-71页 |
| Bibliography | 第71-75页 |
| Acknowledgement | 第75-77页 |
| Appendices | 第77页 |
