| 中文摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Introduction | 第9-15页 |
| Chapter One Main Notions of Advertising | 第15-23页 |
| ·Definition and Classification of Advertising | 第15-17页 |
| ·Functions of Advertising | 第17-18页 |
| ·Features of Advertising Communication | 第18-20页 |
| ·Advertising Slogans | 第20-23页 |
| Chapter Two Relevance Theory and Advertising Communication | 第23-50页 |
| ·Relevance Theory | 第23-44页 |
| ·Theoretical Background of Relevance Theory | 第24-27页 |
| ·Key Notions of Relevance Theory | 第27-44页 |
| ·Ostensive-Inferential Communication | 第27-30页 |
| ·Cognitive Environment and Mutual Manifestness | 第30-35页 |
| ·Context | 第35-37页 |
| ·The Principle of Relevance and Optimal Relevance | 第37-44页 |
| ·Analysis of Advertising in the Framework of Relevance Theory | 第44-50页 |
| ·Advertising as Ostensive-Inferential Communication | 第45-46页 |
| ·Cognitive Environment in Advertising | 第46-47页 |
| ·Relevance in Advertising | 第47-50页 |
| Chapter Three Metaphors and Puns in Advertising Slogans | 第50-81页 |
| ·Metaphors in Advertising Slogans | 第50-60页 |
| ·Definition and Functions of Metaphor | 第50-53页 |
| ·Metaphor and Relevance Theory | 第53-56页 |
| ·Interpreting Process of Advertising Slogans with Metaphors | 第56-60页 |
| ·Puns in Advertising Slogans | 第60-74页 |
| ·Definition and Functions of Puns | 第60-64页 |
| ·Puns and Relevance Theory | 第64-68页 |
| ·Interpreting Process of Advertising Slogans with Puns | 第68-74页 |
| ·Suggestions to Audiences and Advertisers | 第74-81页 |
| ·Suggestions to Audiences | 第74-76页 |
| ·Suggestions to Advertisers | 第76-81页 |
| Conclusion | 第81-84页 |
| Bibliography | 第84-89页 |
| Appendices | 第89-91页 |
| Acknowledgements | 第91-92页 |
| 研究生在校期间的科研成果 | 第92页 |
