| Acknowledgements | 第1-5页 |
| 中文摘要 | 第5-7页 |
| Abstract | 第7-11页 |
| Chapter 1 Introduction | 第11-13页 |
| ·Purpose of the study | 第11-12页 |
| ·Organization of the thesis | 第12-13页 |
| Chapter 2 Literature review | 第13-20页 |
| ·Foreign views on context | 第13-15页 |
| ·Domestic views on context | 第15-16页 |
| ·Cognitive context | 第16-20页 |
| Chapter 3 Relevance theory and advertising | 第20-44页 |
| ·Relevance theory | 第20-35页 |
| ·Historical perspectives | 第20-24页 |
| ·Ostensive-Inferential model | 第24-27页 |
| ·Relevance | 第27-29页 |
| ·Cognitive environment | 第29-33页 |
| ·Cognitive subject and cognitive context | 第33-34页 |
| ·Mutual manifestness | 第34-35页 |
| ·Implicatures | 第35页 |
| ·Relevance theory and advertising | 第35-44页 |
| ·Definition of advertising | 第35-37页 |
| ·Characteristics of advertising | 第37-38页 |
| ·Advertising and context | 第38-39页 |
| ·The importance of headlines | 第39-40页 |
| ·Linguistic features of headlines | 第40-44页 |
| Chapter 4 Cognitive context and the comprehension of advertising headlines | 第44-55页 |
| ·Communication between audience and advertiser | 第44-46页 |
| ·Cognitive context and mutual manifestness | 第46-49页 |
| ·Advertiser’s cognitive context | 第46-48页 |
| ·Audience’s cognitive context | 第48-49页 |
| ·Audience’s inferential process | 第49-55页 |
| ·Realization of disambiguation | 第49-51页 |
| ·Interpretation of advertiser’s intentions | 第51-55页 |
| Chapter 5 Realization of the contextual effects in the comprehension of advertising headlines | 第55-67页 |
| ·Accessibility of cognitive context | 第55-57页 |
| ·Selection and construction of cognitive context and optimal relevance | 第57-67页 |
| ·Linguistics-oriented relevance | 第57-64页 |
| ·Situation-oriented relevance | 第64-65页 |
| ·Encyclopedia-oriented relevance | 第65-67页 |
| Chapter 6 Conclusion | 第67-69页 |
| ·Research findings and conclusion | 第67页 |
| ·Limitations of the study | 第67-68页 |
| ·Suggestions for further research | 第68-69页 |
| Bibliography | 第69-72页 |
