| ABSTRACT | 第1-5页 |
| 摘要 | 第5-10页 |
| Chapter Ⅰ Introduction | 第10-16页 |
| ·Background of the Research | 第10-11页 |
| ·Objectives of the Research | 第11-13页 |
| ·Significance of the Research | 第13页 |
| ·Methodology and Data Collection | 第13-14页 |
| ·Structure of the Paper | 第14-16页 |
| Chapter Ⅱ Literature Review | 第16-32页 |
| ·Definition and Features of Puns | 第16-21页 |
| ·Definition | 第16-17页 |
| ·Features of Puns | 第17-21页 |
| ·Definition and Language Features of Advertisement | 第21-25页 |
| ·Definition of Advertisement | 第22-23页 |
| ·Language Features of Advertisement | 第23-25页 |
| ·Previous Studies of the Puns in English Advertisements | 第25-32页 |
| ·Rhetorical Study of Puns | 第25-26页 |
| ·Pragmatic Study of Puns | 第26-29页 |
| ·Cognitive Study of Puns | 第29-32页 |
| Chapter Ⅲ Theoretical Framework:Relevance Theory | 第32-44页 |
| ·Ostensive-inferential Communication | 第33-35页 |
| ·Optimal Relevance | 第35-39页 |
| ·Cognitive Context | 第39-41页 |
| ·Implicature | 第41-44页 |
| Chapter Ⅳ General Considerations of the Puns in EnglishAdvertisements | 第44-56页 |
| ·Classification of the Puns in English Advertisements | 第44-49页 |
| ·Phonetic Pun | 第44-45页 |
| ·Semantic Pun | 第45-47页 |
| ·Grammatical Pun | 第47-48页 |
| ·Idiomatic Pun | 第48页 |
| ·Brand Name Pun | 第48-49页 |
| ·Characteristics of the Puns in English Advertisements | 第49-52页 |
| ·Brevity | 第50页 |
| ·Novelty and Creativity | 第50-51页 |
| ·Full of Humor | 第51页 |
| ·Aesthetics | 第51-52页 |
| ·Functions of the Puns in English Adverisements | 第52-56页 |
| ·Information Conveying | 第52-53页 |
| ·Attention Attracting | 第53-54页 |
| ·Desire Stimulating | 第54页 |
| ·Social Taboos Avoiding | 第54-56页 |
| Chapter Ⅴ Application of Relevance Theory to the Puns in EnglishAdveritisements | 第56-70页 |
| ·Application of Ostensive-inferential Communication to the Mutual Manifestation between the Advertisers and the Audience | 第57-59页 |
| ·Application of Optimal Relevance to the Elimination of Ambiguity in English Advertisements | 第59-63页 |
| ·Application of Cognitive Context to the Establishment of Context in English Advertisements | 第63-67页 |
| ·Application of Implicature to Obtaining Implied Meanings in English Advertisements | 第67-70页 |
| Chapter Ⅵ Conclusion | 第70-74页 |
| ·Findings | 第70-72页 |
| ·Limitations | 第72页 |
| ·Suggestions for Further Studies | 第72-74页 |
| REFERENCES | 第74-77页 |
| ACKNOWLEDGEMENTS | 第77-78页 |
