| 摘要 | 第4-6页 |
| Abstract | 第6-7页 |
| Chapter 1 Introduction | 第10-14页 |
| 1.1 Background of the Study | 第10-11页 |
| 1.2 Purposes of the Study | 第11-12页 |
| 1.3 Significance of the Study | 第12-13页 |
| 1.4 Structure of the Thesis | 第13-14页 |
| Chapter 2 Literature Review | 第14-26页 |
| 2.1 Review of Relevance-Adaptation Model | 第14-16页 |
| 2.1.1 Theoretical Development of Relevance-Adaptation Model | 第15-16页 |
| 2.1.2 Practical Application of Relevance-Adaptation Model | 第16页 |
| 2.2 Overview of Luxury Cyber Advertising Language | 第16-20页 |
| 2.2.1 Introduction of Luxury Cyber Advertising Language | 第17-19页 |
| 2.2.2 Special Features of Luxury C yber Advertising Language | 第19-20页 |
| 2.3 Previous Researches on Luxury C yber Advertising Language | 第20-26页 |
| 2.3.1 on Traditional Advertising Language | 第20-22页 |
| 2.3.2 on Luxury C yber Advertising Language | 第22-24页 |
| 2.3.3 Limitations of Previous Researches | 第24-26页 |
| Chapter 3 Theoretical Framework | 第26-39页 |
| 3.1 Analysis of Relevance Theory and Adaptation Theory | 第26-30页 |
| 3.1.1 Relevance Theory and Its Weakness | 第26-28页 |
| 3.1.2 Adaptation Theory and its Weakness | 第28-30页 |
| 3.2 Integration of Relevance-Adaptation as a Model | 第30-34页 |
| 3.2.1 Framework of Relevance-Adaptation Model | 第30-32页 |
| 3.2.2 Conceptualizing Context under Relevance-Adaptation Model | 第32-34页 |
| 3.3 Advertising Language in Relevance-Adaptation Model | 第34-39页 |
| 3.3.1 Advertising Language with Relevance-Orientation | 第35-36页 |
| 3.3.2 Construction of Consumer's and Advertiser's Contextual Presumptions | 第36页 |
| 3.3.3 Inter-Adaptation of Linguistic Forms and Contextual Presumptions | 第36-39页 |
| Chapter 4 Research Methodology | 第39-44页 |
| 4.1 Research Questions | 第39页 |
| 4.2 Data Collection | 第39-40页 |
| 4.3 Softwares Used in This Study | 第40-42页 |
| 4.4 Research Procedures | 第42-44页 |
| Chapter 5 Results and Analysis | 第44-78页 |
| 5.1 Linguistic Features of Luxury Cyber Advertising Language | 第44-58页 |
| 5.1.1 Linguistic Features on Lexicon Level | 第44-49页 |
| 5.1.2 Linguistic Features on Syntactic Level | 第49-54页 |
| 5.1.3 Linguistic Features on Semantic Level | 第54-58页 |
| 5.2 Contextual Presumption Factors Analysis | 第58-67页 |
| 5.2.1 Consumer's Mental World Factors | 第58-62页 |
| 5.2.2 Consumer's Social World Factors | 第62-65页 |
| 5.2.3 Consumer's Physical World Factors | 第65-67页 |
| 5.3 Adaptation Process of Linguistic Features and Contextual Assumption Factors | 第67-78页 |
| 5.3.1 Adaptation to the Mental World | 第67-71页 |
| 5.3.2 Adaptation to the Social World | 第71-75页 |
| 5.3.3 Adaptation to the Physical World | 第75-78页 |
| Chapter 6 Conclusion | 第78-82页 |
| 6.1 Major Findings | 第78-80页 |
| 6.2 Limitations and Suggestions for Further Research | 第80-82页 |
| References | 第82-86页 |
| AppendixⅠ | 第86-88页 |
| AppendixⅡ | 第88-89页 |
| Appendix Ⅲ | 第89-90页 |
| AppendixⅣ | 第90-106页 |
| AppendixⅤ | 第106-120页 |
| Acknowledgements | 第120页 |
