| Abstract | 第1-6页 |
| 摘要 | 第6-7页 |
| Contents | 第7-10页 |
| Introduction | 第10-13页 |
| Chapter One A Brief Study of Puns in Advertisements | 第13-26页 |
| ·Definition of Puns | 第13-14页 |
| ·Characteristics of Puns | 第14-16页 |
| ·Ambiguity | 第14-15页 |
| ·The Double Context | 第15-16页 |
| ·Pun as a Rhetorical Figure | 第16-17页 |
| ·Puns in Advertisements | 第17-21页 |
| ·Definition and Function of Advertisements | 第17-18页 |
| ·Some Examples of Puns in Advertisements | 第18-20页 |
| ·Functions of Puns in Advertisements | 第20-21页 |
| ·Previous Researches on Puns in Advertisements | 第21-23页 |
| ·Pragmatic Approach to Puns in Advertisements | 第23-26页 |
| Chapter Two An Overview of Relevance Theory | 第26-38页 |
| ·Background of Relevance Theory | 第26-27页 |
| ·Formation and Development of Relevance Theory | 第27-28页 |
| ·The Main Points of Relevance Theory | 第28-33页 |
| ·Ostensive-Inferential Communication | 第28-29页 |
| ·Context and Cognitive Environment | 第29-31页 |
| ·Relevance, Cognitive Effects and Processing Effort | 第31-33页 |
| ·Two Principles of Relevance | 第33-35页 |
| ·Major Studies of Relevance Theory at Home and Abroad | 第35-36页 |
| ·Feasibility of Applying Relevance Theory to the Study of Puns in Advertisements | 第36-38页 |
| Chapter Three Application of Relevance Theory in Puns in Advertisements | 第38-50页 |
| ·Advertising: Both Covert Communication and Ostensive-Inferential Communication | 第38-39页 |
| ·Two Layers of Intention of Advertisements | 第39-41页 |
| ·The Informative Intention of Advertisements | 第40页 |
| ·The Communicative Intention of Advertisements | 第40-41页 |
| ·Understanding Process of Puns in Advertisements as a Search for Optimal Relevance | 第41-42页 |
| ·Advantages of Using Puns as Ostensive Stimuli for Advertisers | 第42-48页 |
| ·Grabbing Attention | 第43-44页 |
| ·Making Advertisements Concise | 第44-46页 |
| ·Avoiding Social Taboos | 第46-47页 |
| ·Fostering a Good Company or Brand Image | 第47-48页 |
| ·The Specialty of Pun’s Processing in Advertisements | 第48-50页 |
| Chapter Four Relevance Theory Approach to Pun Interpretation in Advertisements:Case Study | 第50-79页 |
| ·Forms of Puns in Advertisements | 第50-56页 |
| ·Antanaclasis | 第50-51页 |
| ·Homophonic Puns | 第51-52页 |
| ·Syllepsis | 第52-53页 |
| ·Semantic Puns | 第53页 |
| ·Brand Name Puns | 第53-54页 |
| ·Idiomatic Puns | 第54-55页 |
| ·Puns Taking Advantage of Popular Culture | 第55-56页 |
| ·Case Study | 第56-73页 |
| ·Puns with One Intended Interpretation | 第56-61页 |
| ·Puns with Rejected Interpretation Contributing to the Intended One | 第61-63页 |
| ·Puns with Double Communicated Interpretations | 第63-66页 |
| ·Interpretation of “Parody Puns” | 第66-70页 |
| ·Interpretation of Puns Taking Advantage of Popular Culture | 第70-73页 |
| ·The Difficulties in Pun Interpretation in Advertisements from the Perspective of Relevance Theory | 第73-79页 |
| ·Inappropriate Variations | 第73-75页 |
| ·Vulgar Puns | 第75-76页 |
| ·Ambiguous Puns | 第76-79页 |
| Conclusion | 第79-82页 |
| References | 第82-85页 |
| Acknowledgements | 第85页 |
