北京电通网络互动中心，AISAS模式—重构网络时代的消费者行为模式。现代广告，2007， （2）。
Dentsu Beijing Network Interaction Center, AISASModel—Reconstructing the Consumer Behavior Patterns in the Internet Era, Modern Advertising, 2007, (2).
本文首先对OTC的市场环境进行了深入的分析，并对OTC市场的消费者行为模式进行了细致的研究，即详细分析了消费者的购买过程及影响消费者购买行为的各项因素。
Firstly, the thesis makes a meticulous research on the OTC marketing environment as well as the consumer behavior model, which concerns the consumer's purchasing process and all the affect factors.
本文以语用学中的关联理论和消费者行为学中的行为模式为理论基础，就英文商业广告中的双关运用进行了详尽的分析。
This thesis is intended to give an adequate analysis of puns usage in English commercial advertisements within the framework of Relevance Theory in pragmatics and the models of consumer behavior.
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