| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-11页 |
| Chapter 1 Introduction | 第11-14页 |
| Chapter 2 Previous Researches on Advertisements | 第14-18页 |
| ·A Semiotic Approach | 第14-15页 |
| ·A Stylistic Approach | 第15-16页 |
| ·A Discourse Analysis Approach | 第16页 |
| ·A Pragmatic Approach | 第16-18页 |
| Chapter 3 Theoretical Framework of the Present Research | 第18-27页 |
| ·Relevance Theory | 第18-23页 |
| ·Mutual Manifestness of Cognitive Environments | 第18-19页 |
| ·Dynamics of the Context | 第19-20页 |
| ·Ostensive-Inferential Communication | 第20-22页 |
| ·The Principle of Relevance | 第22-23页 |
| ·Adaptation Theory | 第23-27页 |
| ·Use of Language as a Choice-making Process | 第23-24页 |
| ·Variability, Negotiability and Adaptability of Language | 第24页 |
| ·Four Perspectives of Pragmatic Investigation | 第24-27页 |
| Chapter 4 Relevance -Adaptation Theoretic Model | 第27-34页 |
| ·Optimal Relevance as the Goal of Communication | 第27-28页 |
| ·Adaptation as a Dynamic Process of Achieving Optimal Relevance | 第28-29页 |
| ·Presumption of Relevance as the Basis of Linguistic and Stylistic Choices | 第29-30页 |
| ·Interadaptation Between Context and Linguistic Structure | 第30-31页 |
| ·Relevance-Adaptation as a Process of Strategic Choices | 第31-34页 |
| Chapter 5 A Relevance-Adaptation Theoretic Approach to Advertisements | 第34-54页 |
| ·Fulfillment of Two Intentions through the Ostensive Stimulus in Advertisements | 第34-35页 |
| ·Presumption of Relevance on the Part of Advertisers | 第35-37页 |
| ·Advertisements as a Result of Structural Adaptation | 第37-41页 |
| ·On the Phonetic and Phonological Levels | 第37-38页 |
| ·On the Morphological Level | 第38-39页 |
| ·On the Syntactic Level | 第39页 |
| ·On the Discoursal Level | 第39-41页 |
| ·Advertisements as a Result of Pragmatic Adaptation | 第41-46页 |
| ·Formality | 第41-42页 |
| ·Politeness | 第42-43页 |
| ·Indirectness | 第43-45页 |
| ·Fuzziness | 第45页 |
| ·Impressiveness | 第45-46页 |
| ·Production of Advertisements as a Process of Contextual Adaptation | 第46-54页 |
| ·Situational Context | 第47-49页 |
| ·Social Context | 第49-50页 |
| ·Psycho-cognitive Context | 第50-54页 |
| Chapter 6 An Evaluation of the Relevance-Adaptation Theoretic Approach to Advertisements | 第54-56页 |
| Chapter 7 Conclusion | 第56-57页 |
| Bibliography | 第57-59页 |
| 攻读硕士期间的科研成果 | 第59页 |
