| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-12页 |
| Chapter One Introduction | 第12-16页 |
| ·Advertising Puns | 第12-13页 |
| ·The Purpose of the Study | 第13-14页 |
| ·Organization of the thesis | 第14-15页 |
| ·Data Collection and Research Method | 第15-16页 |
| Chapter Two Literature Review | 第16-23页 |
| ·Definition of Pun | 第16-17页 |
| ·Related Studies on Advertising Puns | 第17-22页 |
| ·Rhetoric Approach | 第17-18页 |
| ·Semiotic Approach | 第18-19页 |
| ·Pragmatic Approach | 第19-21页 |
| ·The Researches on Advertising Puns in the Framework of Relevance Theory | 第19-21页 |
| ·The Researches on Advertising Puns in the Framework of Speech Act Theory | 第21页 |
| ·Cognitive Approach | 第21-22页 |
| ·Summary | 第22-23页 |
| Chapter Three Theoretical Framework | 第23-29页 |
| ·Brief Introduction on Relevance Theory | 第23-24页 |
| ·Ostensive-Inferential Communication | 第24-25页 |
| ·A Choice of Context | 第25-27页 |
| ·Optimal Relevance | 第27-29页 |
| Chapter Four Characteristics of Advertising Puns | 第29-38页 |
| ·Ambiguity | 第29-30页 |
| ·The Double Context | 第30-31页 |
| ·Economy | 第31-32页 |
| ·Indirectness | 第32页 |
| ·Multi-classified | 第32-38页 |
| ·Antanaclasis | 第33页 |
| ·Homophonic Puns | 第33-34页 |
| ·Syllepsis | 第34页 |
| ·Semantic Puns | 第34-35页 |
| ·Brand Name Puns | 第35-36页 |
| ·Idiomatic Puns | 第36-37页 |
| ·Puns Taking Advantage of Popular Culture | 第37-38页 |
| Chapter Five Pragmatic Analysis of Advertising Puns from Relevance Theory | 第38-56页 |
| ·Ostensive-Inferential Communication in Advertising Puns | 第39-41页 |
| ·Contexts in Advertising Puns | 第41-42页 |
| ·Optimal Relevance in Advertising Puns | 第42页 |
| ·Case Analysis: Relevance Theory and Advertising Puns | 第42-56页 |
| ·Puns with One Intended Interactions | 第43-48页 |
| ·Puns with More Intended Interactions | 第48-52页 |
| ·Interpretation on Idiomatic Puns | 第52-54页 |
| ·Interpretation of Puns Taking Advantages of Popular Culture | 第54-56页 |
| Chapter Six Pragmatic Functions of Advertising Puns | 第56-63页 |
| ·Conveying Much More Information | 第56-57页 |
| ·Leaving the Audience a Deep Impression to Strengthen Memory | 第57-59页 |
| ·Carrying Forward National Spirit and Culture | 第59-60页 |
| ·Persuading the Potential Customers to Purchase the Products or the Service | 第60-61页 |
| ·Making Positive Associations | 第61-63页 |
| Chapter Seven Conclusion | 第63-65页 |
| References | 第65-70页 |
| Paper Published in Two Years’ Study | 第70页 |
