| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 摘要 | 第7-9页 |
| Contents | 第9-11页 |
| Chapter One Introduction | 第11-15页 |
| ·General Introduction to the Study | 第11-12页 |
| ·The purpose and the significance of the Study | 第12-13页 |
| ·Research Methodology and Data Collection | 第13页 |
| ·Outline of the Study | 第13-15页 |
| Chapter Two Literature Review | 第15-29页 |
| ·A Brief Introduction to Puns | 第15-26页 |
| ·Definitions of Puns | 第15-17页 |
| ·Classification of Puns | 第17-23页 |
| ·The Characteristics of Puns | 第23-25页 |
| ·Functions of Puns | 第25-26页 |
| ·Previous Studies on Puns in Advertising | 第26-28页 |
| ·Previous Studies Abroad | 第26-27页 |
| ·Previous Studies at Home | 第27-28页 |
| ·Summary | 第28-29页 |
| Chapter Three Theoretical Framework-Adaptation Theory | 第29-41页 |
| ·The Source of the Theory | 第29-31页 |
| ·Evolutionary Epistemology | 第29-30页 |
| ·The Evolution of Language | 第30页 |
| ·Some Similar Pragmatic Studies | 第30-31页 |
| ·Three Properties of Language | 第31-33页 |
| ·Variability | 第31-32页 |
| ·Negotiability | 第32页 |
| ·Adaptability | 第32-33页 |
| ·Four Angles of Analyzing a Language | 第33-41页 |
| ·Contextual Correlates of Adaptability | 第33-36页 |
| ·Structural Objects of Adaptability | 第36-38页 |
| ·Dynamics of Adaptability | 第38-40页 |
| ·Salience of the Adaptation Processes | 第40-41页 |
| Chapter Four The Application of the Adaptation Theory to the Translation of thePuns in English Advertisement | 第41-64页 |
| ·Brief Introduction to Pun Translation in English Advertisements from the Perspective of Adaptation Theory | 第41-42页 |
| ·Analysis of Pun Translation of English Advertisements from the Perspective of Adaptation Theory | 第42-57页 |
| ·Contextual Correlates of Adaptability in Pun Translation of English Advertisements | 第43-52页 |
| ·Structural Objects of adaptability in Pun Translation of English Ads | 第52-53页 |
| ·Dynamics of Adaptability in Pun Translation of English Advertisements | 第53-55页 |
| ·Salience of the Adaptation Processes in Pun Translation of English Advertisements | 第55-57页 |
| ·Techniques of Pun Translation from the Perspective of Adaptation Theory | 第57-64页 |
| ·Puns into other figures of speech or vice versa | 第57-60页 |
| ·Focus on meaning conveyance | 第60-61页 |
| ·Focus on the conveyance of pragmatic function and rhetorical effect | 第61-64页 |
| Chapter Five Conclusion | 第64-68页 |
| ·Major Findings of the Study | 第64-66页 |
| ·Limitations of the Present Research | 第66-67页 |
| ·Suggestions for Further Research | 第67-68页 |
| References | 第68-71页 |
| Publications | 第71页 |
