文摘
英文文摘
声明
Introduction
Chapter 1 Literature Review of Advertising and Metaphor
1.1 Literature Review of Advertising
1.1.1 Definition of Advertising
1.1.2 Classification of Advertising
1.1.3 Functions of Advertising
1.1.4 Previous Studies on the Language of Advertising
1.2 Literature Review of Metaphor
1.2.1 The Rhetorical Study of Metaphor
1.2.2 The Semantic Study of Metaphor
1.2.3 The Cognitive Study of Metaphor
1.2.4 The Pragmatic Study of Metaphor
Chapter 2 Sperber and Wilson's Relevance Theory
2.1 Context
2.2 Cognitive Environment and Mutual Manifestation
2.2.1 Cognitive Environment
2.2.2 Mutual Manifestation
2.3 Ostensive-Inferential Communication
2.4 Contextual Effects and Processing Effort
2.4.1 Contextual Effects
2.4.2 Processing Effort
2.5 Principles of Relevance
2.6 Optimal Relevance
2.7 Implicatures
Chapter 3 A Relevance-Theory-Based Approach to the Interpretation of Metaphor
3.1 Metaphor as Representation by Resemblance
3.2 Metaphor as a Loose Talk
3.3 Metaphor as an Representation of Implicatures
Chapter 4 A Relevance-Theory-Based Approach to the Interpretation of Metaphors in English Commercial Advertising
4.1 Advertising as an Ostensive-Inferential Communication
4.1.1 Communication Situation in Advertising
4.1.2 Ostension in Advertising
4.1.3 Inference in Advertising
4.1.4 A Brief Summary
4.2 Application of Metaphor in Advertising
4.2.1 Large Proportion of Metaphors in Commercial Advertising
4.2.2 Purposes of Using Metaphors in English Commercial Advertising
4.2.3 A Brief Summary
4.3 Interpretation of Metaphors in English Commercial Advertisements with Relevance Theory
4.3.1 Verbal Metaphors in English Commercial Advertisements
4.3.2 Pictorial Metaphors in English Commercial Advertisements
4.3.3 A Brief Summary
Conclusion
Bibliography
Appendices
Acknowledgements
