| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-10页 |
| Contents | 第10-13页 |
| Chapter 1 Introduction | 第13-18页 |
| ·Background of the Present Study | 第13-15页 |
| ·Purpose of the Present Study | 第15-16页 |
| ·Overall Structure of the Thesis | 第16-18页 |
| Chapter 2 Literature Review | 第18-36页 |
| ·A Brief Introduction to Pun | 第18-22页 |
| ·Definition and Characteristics of Pun | 第18-22页 |
| ·The Classification of Pun | 第22页 |
| ·A Brief Introduction to Figure-Ground Theory | 第22-32页 |
| ·The Origin of Figure-Ground Theory | 第23-25页 |
| ·Figure-Ground Segregation | 第25-27页 |
| ·The Properties of Figure-Ground Theory | 第27-29页 |
| ·The Application of Figure-Ground Theory | 第29-32页 |
| ·Previous Study of Pun in Advertising | 第32-36页 |
| ·Previous Researches of Pun in Advertising Abroad | 第32-34页 |
| ·Previous Researches of Pun in Advertising at Home | 第34-36页 |
| Chapter 3 Theoretical Framework and Methodology | 第36-42页 |
| ·The Mechanism of Figure-Ground Theory in Pun in Advertising | 第36-39页 |
| ·Identification of Figure-Ground in Pun | 第36-38页 |
| ·Three Levels of Figure-Ground Organization of Pun | 第38-39页 |
| ·Methodology | 第39-42页 |
| ·Research Questions | 第40页 |
| ·Data Collection | 第40-41页 |
| ·Data Presentation | 第41-42页 |
| Chapter 4 The Interpretation of Pun Based on Figure-Ground Theory | 第42-67页 |
| ·The Explanation of Pun in Advertising with Figure-Ground Theory | 第42-62页 |
| ·The Explanation of Phonetic Pun | 第43-52页 |
| ·The Explanation of Semantic Pun | 第52-60页 |
| ·The Explanation of Complex Pun | 第60-62页 |
| ·Functions of Pun in Advertising from Figure-Ground Theory | 第62-67页 |
| ·The Prominent Functions of Figure | 第63-65页 |
| ·The Supportive Functions of Ground | 第65-67页 |
| Chapter 5 Conclusion | 第67-70页 |
| ·Major Findings | 第67-68页 |
| ·Limitations of the Study | 第68-69页 |
| ·Suggestions for Further Researches | 第69-70页 |
| References | 第70-72页 |
