| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract (English) | 第6-10页 |
| Introduction | 第10-13页 |
| Chapter One A General Review of Humor Research | 第13-24页 |
| ·The Definition and Classification of Humor | 第13-16页 |
| ·Functions of Humor | 第16-17页 |
| ·Three Classical Theories of Humor | 第17-21页 |
| ·Superiority/Disparagement Theory | 第17-19页 |
| ·Release Theory | 第19-20页 |
| ·Incongruity Theory | 第20-21页 |
| ·Linguistic Studies on Humor | 第21-24页 |
| Chapter Two Theoretical Framework | 第24-37页 |
| ·A Brief Introduction to Speech Act Theory | 第24-26页 |
| ·A Brief Introduction to Gricean Theory of Conversational Implicature | 第26-27页 |
| ·A Brief Introduction to the Relevance Theory | 第27-29页 |
| ·A Brief Introduction to Leech’s Politeness Principle | 第29-30页 |
| ·A BriefIntroduction to Brown and Levinson’s Face-saving Theory | 第30-32页 |
| ·A Brief Introduction to Adaptation Theory | 第32-35页 |
| ·Division of the Six Pragmatic Theories | 第35-37页 |
| Chapter Three Speech Acts and Pragmatic Functions of Humorous Advertising Language | 第37-44页 |
| ·Speech Acts of Humorous Advertising Language Interpreted by Speech Act Theory | 第37-40页 |
| ·Pragmatic Functions of Humorous Advertising Language | 第40-43页 |
| ·Summary | 第43-44页 |
| Chapter Four The Production of Advertising Humor | 第44-56页 |
| ·Violation of Cooperative Principle and Advertising Humor | 第44-49页 |
| ·Observance of Cooperative Principle and Advertising Humor | 第49-51页 |
| ·The Inferential Contradiction of Maximum and Optional Relevance | 第51-53页 |
| ·Violation of Politeness Principle and Advertising Humor | 第53-55页 |
| ·Summary | 第55-56页 |
| Chapter Five Rules for Humorous Advertisement Creation | 第56-63页 |
| ·Observe Agreement and Sympathy maxim | 第56-57页 |
| ·Choose the Right Strategy in Advertising | 第57-59页 |
| ·Make Right Choices under the Guide of Adaption Theory | 第59-61页 |
| ·Summary | 第61-63页 |
| Conclusion | 第63-65页 |
| Bibliography | 第65-70页 |
