| Abstract | 第1-5页 |
| 摘要 | 第5-9页 |
| 1 Introduction | 第9-13页 |
| ·Background of Study | 第9-10页 |
| ·The Reasons for Choosing This Topic and Significance of the Study | 第10页 |
| ·Data Collection and Research Methodology | 第10-11页 |
| ·Structure of the Paper | 第11-13页 |
| 2 Literature Review | 第13-21页 |
| ·Literature Review on Phonetic Metaphor | 第13-17页 |
| ·Rhetorical Studies on Phonetic Metaphor and at Home and Abroad | 第13-15页 |
| ·Rhetorical Study Abroad | 第13-14页 |
| ·Rhetorical Study at Home | 第14-15页 |
| ·Cognitive Studies on Phonetic Metaphor Abroad and at Home | 第15-17页 |
| ·Cognitive Studies on phonetic Metaphor Abroad | 第15-16页 |
| ·Cognitive Study on Phonetic Metaphor at Home | 第16-17页 |
| ·The Studies of Advertising | 第17-21页 |
| ·Definition and Classification of Advertisements | 第18页 |
| ·Advertising language | 第18-19页 |
| ·Features of Advertising Communication | 第19-21页 |
| 3 The Theoretical Framework | 第21-25页 |
| ·An Introduction to Relevance Theory | 第21页 |
| ·Ostensive-Inferential Communication | 第21-22页 |
| ·Cognitive Environment and Mutual Manifestness | 第22-23页 |
| ·Cognitive Context | 第23-24页 |
| ·Optimal Relevance | 第24-25页 |
| 4 Analysis of Phonetic Metaphor in Advertising from Perspective of Relevance Theory | 第25-41页 |
| ·Feasibility of Applying Relevance Theory to Interpret Phonetic Metaphor in Advertisements | 第25-26页 |
| ·Manifestations of Phonetic Metaphor in Advertisements | 第26-30页 |
| ·Homophone Type | 第27-28页 |
| ·Perfect Homonym Type | 第28-29页 |
| ·Phonetic Parody Type | 第29-30页 |
| ·Generation and Interpretation of Phonetic Metaphor in Advertisements | 第30-38页 |
| ·Ostensive-inferential Processing of Phonetic Metaphor in Ads | 第30-32页 |
| ·“Degree of Relevance” as a Criterion for Phonetic Metaphor in Ads | 第32-35页 |
| ·The Application of Cognitive Context to the Establishment of Context in Ads | 第35-37页 |
| ·The Application of Implicature to Obtaining Implied Meanings in Ads | 第37-38页 |
| ·Strategies for the Successful Application of Phonetic Metaphor in Ads | 第38-41页 |
| ·Conciseness | 第38-39页 |
| ·Applying Novelty Device into Advertisements | 第39-40页 |
| ·Taking Cultural Factors into Consideration | 第40-41页 |
| 5 Conclusion | 第41-45页 |
| Bibliography | 第45-47页 |
| Acknowledgments | 第47页 |
