| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-12页 |
| Chapter 1 Introduction | 第12-17页 |
| ·Background of the Present Study | 第13-14页 |
| ·Purpose of the Present Study | 第14-15页 |
| ·Overall Structure of the Thesis | 第15-17页 |
| Chapter 2 Literature Review | 第17-34页 |
| ·The Research of Public-Service Advertising | 第17-23页 |
| ·The Definition of Public-Service Advertising | 第18-19页 |
| ·The Characteristics of the Public-Service Advertising | 第19-21页 |
| ·The Sorts of the Public-Service Advertising | 第21-23页 |
| ·The Definition and Explanation of Metaphor | 第23-27页 |
| ·The Traditional Approach to Metaphor | 第23-26页 |
| ·The Cognitive Approach to Metaphor | 第26-27页 |
| ·The Development of Conceptual Integration Theory | 第27-32页 |
| ·The Mental Space Theory and Its Development | 第27-28页 |
| ·The Conceptual Integration Theory and Its Development | 第28-32页 |
| ·The Advantage of Analyzing Metaphor Based on Conceptual Integration Theory | 第32-34页 |
| Chapter 3 Theoretical Framework and Methodology | 第34-50页 |
| ·The Spaces of Conceptual Integration | 第34-35页 |
| ·The Process of Conceptual Integration | 第35-37页 |
| ·The Types of Conceptual Integration Networks | 第37-41页 |
| ·Simplex Networks | 第39-40页 |
| ·Mirror Networks | 第40页 |
| ·Single-scope Networks | 第40页 |
| ·Double-scope Networks | 第40-41页 |
| ·The vital relations of Conceptual Integration | 第41-46页 |
| ·Methodology | 第46-48页 |
| ·Research Questions | 第46-47页 |
| ·Data Collection | 第47-48页 |
| ·Data Presentation | 第48页 |
| ·Summary | 第48-50页 |
| Chapter 4 An analysis of Metaphor in Public-Service Advertisements Based on Conceptual Integration Theory | 第50-64页 |
| ·The Explanation of Metaphor in Public-Service Advertisements Based on Conceptual Integration Theory | 第50-59页 |
| ·Metaphor Explanation Based on Simple Networks | 第50-53页 |
| ·Metaphor Explanation Based on Mirror Networks | 第53-54页 |
| ·Metaphor Explanation Based on Single-scope Networks | 第54-57页 |
| ·Metaphor Explanation Based on Double-scope Networks | 第57-59页 |
| ·Suggestions for Public-Service Advertisement Designing | 第59-63页 |
| ·Establishing Relations between Two Words | 第59-60页 |
| ·Establishing Relations between Words and Images | 第60-63页 |
| ·Summary | 第63-64页 |
| Chapter 5 Conclusion | 第64-68页 |
| ·Major Findings | 第64-65页 |
| ·Limitations of the Study | 第65-66页 |
| ·Suggestions for Further Research | 第66-68页 |
| References | 第68-70页 |
