Chapter One Metaphor and Advertising 1.1 Metaphor 1.1.1 The Rhetorical Study of Metaphor 1.1.2 The Semantic Study of Metaphor 1.1.3 The Cognitive Study of Metaphor 1.1.4 The Pragmatic Study of Metaphor 1.2 Advertising 1.2.1 The Definition of Advertising 1.2.2 The Classification of Advertising 1.2.3 The Language of Advertising 1.3 Summary Chapter Two Relevance Theory 2.1 Relevance and Cognition 2.2 Communication and Relevance 2.2.1 Code, Inference and Communication 2.2.2 Ostensive-Inferential Communication 2.3 Implicatures 2.4 Summary Chapter Three A Relevance-Theoretic Account of Metaphor 3.1 Descriptive and Interpretive Use of Language 3.2 Metaphor as a Kind of Loose Talk 3.3 Metaphor as a Device to Trigger Weak Implicatures 3.4 Summary Chapter Four Relevance and Metaphor in Advertising 4.1 Reasons for the Application of Metaphor in Advertising 4.2 Ostensive-Inferential Communication and Advertising 4.3 Metaphor as an Ostensive Stimulus 4.3.1 Verbal Metaphors in Advertising 4.3.2 Pictorial Metaphors in Advertising 4.4 Summary Chapter Five Conclusion Bibliography
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