| 摘要 | 第1-5页 |
| Abstract | 第5-11页 |
| Chapter One Introduction | 第11-14页 |
| ·Background of the Study | 第11-12页 |
| ·Significance of the Study | 第12页 |
| ·Structure of the Study | 第12-14页 |
| Chapter Two Literature Review | 第14-23页 |
| ·Advertising | 第14-17页 |
| ·The Definitions of Advertising | 第14-15页 |
| ·The Functions of Advertising | 第15-17页 |
| ·The Functions of Commercial Advertising | 第15-16页 |
| ·The Functions of Public Service Advertising | 第16-17页 |
| ·The Rhetorical Features of Advertising Language | 第17页 |
| ·Some Approaches to Advertising | 第17-21页 |
| ·Semiotic Approach | 第18-19页 |
| ·Stylistic Approach | 第19页 |
| ·Discourse Approach | 第19-20页 |
| ·Pragmatic Approach | 第20-21页 |
| ·Grice's Cooperative Principle and Maxims | 第20页 |
| ·Sperber and Wilson's Relevance Theory | 第20-21页 |
| ·Sociolinguistic Approach | 第21页 |
| ·Summary | 第21-23页 |
| Chapter Three Relevance Theory | 第23-30页 |
| ·Ostensive-Inferential Communication | 第23-25页 |
| ·Communicator's Ostension and Addressee's Inference | 第23-24页 |
| ·Cognitive Environment and Mutual Manifestation | 第24-25页 |
| ·Cognitive Environment | 第24-25页 |
| ·Mutual Manifestation | 第25页 |
| ·Context | 第25-26页 |
| ·Relevance,Contextual Effect and Processing Effort | 第26-27页 |
| ·Relevance | 第26页 |
| ·Contextual Effect | 第26-27页 |
| ·Processing Effort | 第27页 |
| ·Principle of Relevance and Optimal Relevance | 第27-29页 |
| ·Principle of Relevance | 第27页 |
| ·Optimal Relevance | 第27-28页 |
| ·Consequences of the Presumption of Optimal Relevance | 第28-29页 |
| ·The First Satisfactory Interpretation Is the Only Satisfactory One | 第28-29页 |
| ·Extra Processing Effort Demanded Should Be Offset by Extra(or Different) Effects | 第29页 |
| ·Summary | 第29-30页 |
| Chapter Four An Analysis of the Truth and Lies,Creativity andFailure in Advertisement Based on the Relevance Theory | 第30-50页 |
| ·An Analysis of Commercial Advertising Based on Relevance Theory | 第31-45页 |
| ·Relevance Theory Accounting for the Creativity in Some Advertisements with Some Figures of Speech | 第31-39页 |
| ·Puns | 第32-36页 |
| ·Personification | 第36-39页 |
| ·Relevance Theory Accounting for the Failure in Commercial Advertisements | 第39-41页 |
| ·Relevance Theory Accounting for the Truth and Lies in Commercial Advertisements | 第41-45页 |
| ·Relevance Theory Accounting for the Truth in Commercial Advertisements | 第41-43页 |
| ·Relevance Theory Accounting for the Lies in Commercial Advertisements | 第43-45页 |
| ·An Analysis of Public Service Advertisements Based onRelevance Theory | 第45-48页 |
| ·An Analysis of the Creativity in Charity Public Service Advertisement on the Basis of Relevance Theory | 第45-47页 |
| ·Pun | 第46页 |
| ·Contrast | 第46-47页 |
| ·Personification | 第47页 |
| ·An Analysis of the Creativity Enterprise Public Service Advertisement on the Basis of Relevance Theory | 第47-48页 |
| ·A Comparison between Commercial Advertisement and Public Service Advertisement | 第48-49页 |
| ·Similarities | 第48页 |
| ·Differences | 第48-49页 |
| ·Summary | 第49-50页 |
| Chapter Five Conclusions | 第50-52页 |
| ·Principal Findings of the Thesis | 第50页 |
| ·Limitations | 第50-51页 |
| ·Suggestions for Further Research | 第51-52页 |
| Bibliography | 第52-55页 |
| Appendix | 第55-57页 |
| Acknowledgements | 第57页 |
