| 摘要 | 第1-5页 |
| Abstract | 第5-7页 |
| Acknowledgements | 第7-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Rationale of the Study | 第10-11页 |
| ·Objectives of the Study | 第11-12页 |
| ·Methodology and Data Collection of the Study | 第12页 |
| ·Organization of the Study | 第12-13页 |
| Chapter Two Literature Review | 第13-26页 |
| ·Introduction | 第13页 |
| ·Puns Revisited | 第13-20页 |
| ·Definitions of Puns | 第13-14页 |
| ·Classifications of Puns | 第14-16页 |
| ·Semantic Features of Puns in Advertising | 第16-18页 |
| ·Functions of Puns in Advertising | 第18-20页 |
| ·Previous Studies of English Puns in Advertising | 第20-24页 |
| ·Rhetorical Approach | 第20-21页 |
| ·Semantic Approach | 第21页 |
| ·Pragmatic Approach | 第21-23页 |
| ·Cognitive Approach | 第23-24页 |
| ·Summary | 第24-26页 |
| Chapter Three Theoretical Framework | 第26-42页 |
| ·Introduction | 第26-27页 |
| ·Conceptual Blending Theory | 第27-34页 |
| ·Key Concepts | 第27-30页 |
| ·Conceptual Integration Network | 第30-32页 |
| ·Comments on CBT in Interpretation of Puns in Advertising | 第32-34页 |
| ·Frame-Shifting | 第34-38页 |
| ·Frame | 第34-36页 |
| ·Coulson’s Frame-Shifting Model | 第36-38页 |
| ·Comments on FS in Interpretation of Puns in Advertising | 第38页 |
| ·The Comprehension Model of Puns in Advertising: CFM | 第38-41页 |
| ·Summary | 第41-42页 |
| Chapter Four Application of CFM to Comprehension of Puns in Advertising | 第42-54页 |
| ·Introduction | 第42页 |
| ·Description of Data Collection | 第42-43页 |
| ·Reclassification of Puns in Advertising | 第43-44页 |
| ·Puns in Advertising under CFM | 第44-53页 |
| ·Application of the Model to Sound-related Puns | 第44-46页 |
| ·Application of the Model to Sylleptic Puns | 第46-49页 |
| ·Application of the Model to Structure-related Puns | 第49-51页 |
| ·Application of the Model to Context-related Puns | 第51-53页 |
| ·Summary | 第53-54页 |
| Chapter Five Conclusion | 第54-57页 |
| ·Major Findings of the Study | 第54-55页 |
| ·Implications | 第55页 |
| ·Limitations and Suggestions for Further Research References | 第55-57页 |
| References | 第57-60页 |
