| 内容提要 | 第1-4页 |
| Abstract | 第4-3页 |
| 摘要 | 第3-10页 |
| Synopsis#ⅷ | 第10-17页 |
| Introduction | 第17-21页 |
| Chapter One A General View of Advertisements | 第21-30页 |
| ·The Definitions of Advertising | 第21-23页 |
| ·The Classifications and Structure of Advertisements | 第23-25页 |
| ·The Functions and Purposes of Advertisements | 第25-28页 |
| ·The Importance and Functions of Language in Advertising | 第28-30页 |
| Chapter Two An Overview of Relevance Theory | 第30-45页 |
| ·The Applicability of RT to Advertisements and Their Translation | 第30-33页 |
| ·The Rationale of Relevance Theory | 第33-42页 |
| ·Contextual Effects and the Principle of Relevance | 第34-38页 |
| ·Optimal Relevance | 第38-39页 |
| ·Cognitive Environment and Mutual Manifestness | 第39-40页 |
| ·Ostensive-Inferential Communication | 第40-42页 |
| ·Major Studies of RT both at Home and Abroad | 第42-45页 |
| Chapter Three Application of RT to the Analysis of Advertisements | 第45-52页 |
| ·Inference of Advertisements | 第46-48页 |
| ·Contextual Effects of Advertisements | 第48-50页 |
| ·Optimal Relevance of Advertisements | 第50-52页 |
| Chapter Four A Relevance-Theoretic Approach to Advertisement Translation | 第52-70页 |
| ·A Relevance-Based Account of Translating | 第52-59页 |
| ·Two Ostensive-Inferential Processes of Translating | 第53-57页 |
| ·Translation as Inter-lingual Interpretive Use | 第57-59页 |
| ·The Explanatory Power of RT to Advertisement Translation | 第59-70页 |
| ·Advertisement Translation and Cognitive Environment | 第59-64页 |
| ·Significance of the Target Addressees' Cognitive Environment and Its Assessment in Advertising Communication | 第59-62页 |
| ·The Change in the Target Addressees' Cognitive Environment:An impediment to Advertisement Translation | 第62-64页 |
| ·The Guidance of RT to Advertisement Translation | 第64-70页 |
| ·Cultural Relevance in Advertisement Translation | 第64-67页 |
| ·Search for Optimal Relevance of Advertisement Translation | 第67-70页 |
| Conclusion | 第70-71页 |
| Bibliography | 第71-74页 |
