| Acknowledgements | 第1-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9-11页 |
| Chapter 1 Introduction | 第11-16页 |
| ·The Significance of the Study | 第11页 |
| ·Definition and Functions of Advertising | 第11-13页 |
| ·Rhetorical Devices in Advertising | 第13-14页 |
| ·The Rationale and Objects of the Study | 第14页 |
| ·Data Collection and Research Method | 第14-15页 |
| ·The Main Structure of the Thesis | 第15-16页 |
| Chapter 2 Literature Review | 第16-23页 |
| ·Studies on Language of Advertising | 第16-19页 |
| ·The Semiotic Approach | 第16-18页 |
| ·The Pragmatic Approach | 第18-19页 |
| ·Other Linguistic Approaches | 第19页 |
| ·Studies on Rhetoric of Advertising | 第19-22页 |
| ·Summary | 第22-23页 |
| Chapter 3 Relevance Theory | 第23-32页 |
| ·Relevance Theory | 第23-28页 |
| ·The Principle of Relevance | 第24-25页 |
| ·Context | 第25-27页 |
| ·Relevance and Communication | 第27-28页 |
| ·Ostensive-inferential Communication | 第28-29页 |
| ·Implicature | 第29-30页 |
| ·Summary | 第30-32页 |
| Chapter 4 The Analysis of Rhetoric Figures of Advertising from the Perspective of Relevance Theory | 第32-54页 |
| ·The Ostensive-inferential Process of Advertising Communication | 第32-33页 |
| ·The Optimal Relevance and Cognitive Context in Advertising | 第33-34页 |
| ·The Rhetorical Figures in Advertising and the Analysis | 第34-47页 |
| ·Simile and metaphor | 第34-38页 |
| ·Simile and Metaphor in Advertising | 第34-35页 |
| ·Relevance Theory and the Analysis of Simile, Metaphor | 第35-38页 |
| ·Pun | 第38-41页 |
| ·Pun in advertising | 第38-39页 |
| ·Relevance Theory and the Analysis of Pun in Advertising | 第39-41页 |
| ·Parody | 第41-44页 |
| ·Parody in Advertising | 第41-42页 |
| ·Relevance Theory and the Analysis of Parody in Advertising | 第42-44页 |
| ·Hyperbole | 第44-47页 |
| ·Hyperbole in Advertising | 第44-45页 |
| ·Relevance Theory and the Analysis of Hyperbole in Advertising | 第45-47页 |
| ·The Pragmatic Functions of Figure of Speech in Advertisements | 第47-51页 |
| ·Attractive | 第47-49页 |
| ·Humorous | 第49-50页 |
| ·Brief | 第50-51页 |
| ·Aesthetic | 第51页 |
| ·Drawbacks of Figures of Speech in Advertisements | 第51-53页 |
| ·Summary | 第53-54页 |
| Chapter 5 Conclusion | 第54-56页 |
| Notes | 第56-57页 |
| Bibliography | 第57-59页 |
| Publications During the Postgraduate Program | 第59页 |
