| 摘要 | 第1-4页 |
| Abstract | 第4-8页 |
| Chapter I Introduction | 第8-11页 |
| Chapter II Literature Review on Advertising | 第11-14页 |
| ·General knowledge of advertising and advertising language | 第11页 |
| ·Definition of advertising | 第11页 |
| ·Classification of advertising | 第11-12页 |
| ·Functions of advertising | 第12页 |
| ·Features of advertising | 第12-14页 |
| Chapter III The Theory Basis -Relevance Theory | 第14-22页 |
| ·Helpful conceptions | 第14-19页 |
| ·Environment of cognition | 第16-17页 |
| ·Joint knowledge versus joint manifestness | 第17-18页 |
| ·Contextual effect | 第18页 |
| ·Obvious and covert communication | 第18-19页 |
| ·The principles in relevance theory | 第19-20页 |
| ·Summary | 第20-22页 |
| Chapter IV Advertisement as a Communication Way | 第22-36页 |
| ·Communication is a ostensive inference process | 第22-23页 |
| ·The advertising’s informative and communicative intentions | 第23-24页 |
| ·Obvious communication of advertising | 第24-27页 |
| ·Covert communication of advertising | 第27-33页 |
| ·Covert communication to imply excellent benefit | 第28-29页 |
| ·Covert communication to supply particular value | 第29-30页 |
| ·Covert communications to get in touch with some sensitive contents | 第30-33页 |
| ·Ratiocination in advertising | 第33-35页 |
| ·Summary | 第35-36页 |
| Chapter V A Comprehensive Analysis of Linguistic Eye-Catching Advertising Methods from the Point of Relevance Theory | 第36-53页 |
| ·Methods of metaphor | 第37-40页 |
| ·About Metaphor | 第37-38页 |
| ·Metaphorical methods in advertisements | 第38-40页 |
| ·Pun | 第40-43页 |
| ·About Pun | 第40-41页 |
| ·Punning methods used in advertisements | 第41-43页 |
| ·Irony | 第43-46页 |
| ·About Irony | 第43-44页 |
| ·Ironical methods in advertisements | 第44-46页 |
| ·Hyperbole | 第46-48页 |
| ·About Hyperbole | 第46页 |
| ·Hyperbole methods in advertisements | 第46-48页 |
| ·Repetition | 第48-51页 |
| ·About Repetition | 第48-49页 |
| ·Repetition methods in advertisements | 第49-51页 |
| ·Summary | 第51-53页 |
| Chapter VI The Actualization of Perlucational Effect of Advertising | 第53-63页 |
| ·The psychological process of advertising | 第53-57页 |
| ·Perception | 第54页 |
| ·Awareness | 第54-55页 |
| ·Interpretation | 第55-56页 |
| ·Persuasion | 第56-57页 |
| ·Relevance theory and persuasion of advertisement | 第57-63页 |
| ·The expression of intentions | 第58-59页 |
| ·Cognitive effect of persuasion | 第59页 |
| ·Communicative methods of persuasive in advertising | 第59-61页 |
| ·Comprehending the persuasive intention in advertising | 第61-63页 |
| Chapter VII Conclusion | 第63-66页 |
| Bibliography | 第66-68页 |
| 发表论文和参加科研情况说明 | 第68-69页 |
| Acknowledgments | 第69-70页 |
