| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-9页 |
| Contents | 第9-11页 |
| Chapter One Introduction | 第11-13页 |
| Chapter Two A General Survey of Advertising Language | 第13-20页 |
| ·An overview of advertising | 第13-16页 |
| ·Definition of advertising | 第13-14页 |
| ·Classifications of advertising | 第14-15页 |
| ·Functions of advertising | 第15-16页 |
| ·Features of advertising | 第16页 |
| ·Previous researches on advertising language | 第16-19页 |
| ·Semiotic analysis of advertising language | 第17页 |
| ·Discourse analysis of advertising language | 第17-18页 |
| ·Cooperative Principle (CP) analysis | 第18-19页 |
| ·Summary | 第19-20页 |
| Chapter Three Theoretical Framework: The Adaptation-Relevance Model | 第20-30页 |
| ·Relevance theory | 第20-22页 |
| ·Adaptation theory | 第22-25页 |
| ·The framework of the Adaptation-Relevance Model | 第25-30页 |
| Chapter Four Adaptation and Relevance in Advertising Language | 第30-41页 |
| ·Advertising as a process of choice-making | 第30-31页 |
| ·Advertising communication as relevance-oriented | 第31-32页 |
| ·The presumption of relevance deciding the choice-making of linguistic forms | 第32-33页 |
| ·Advertising as a process of interadaptation between contextual correlates and linguistic forms | 第33-40页 |
| ·The adaptation to the mental world | 第34-35页 |
| ·The adaptation to the physical world | 第35-37页 |
| ·The adaptation to the social world | 第37-40页 |
| ·Summary | 第40-41页 |
| Chapter Five Strategy-choosing in Advertising Language | 第41-53页 |
| ·Strategy-choosing under the Adaptation-Relevance Model | 第41-42页 |
| ·Persuasion strategy | 第42-47页 |
| ·Rational Persuasion Strategy | 第42-44页 |
| ·Emotional Persuasion Strategy | 第44-47页 |
| ·Attention-attracting Strategy | 第47-53页 |
| ·Humor | 第47-48页 |
| ·Rhetorical devices | 第48-53页 |
| Conclusion | 第53-55页 |
| Bibliography | 第55-56页 |
