| Acknowledgements | 第6-7页 |
| Abstract | 第7-8页 |
| 摘要 | 第9-10页 |
| 前言 | 第10-15页 |
| 1. 论题及研究综述 | 第10-11页 |
| 2. 研究目的与意义 | 第11-12页 |
| 3. 研究方法 | 第12-13页 |
| 4. 研究内容 | 第13页 |
| 5. 结论 | 第13-15页 |
| Chapter One Introduction | 第15-28页 |
| 1.1 Basic Concepts of Advertisement | 第15-24页 |
| 1.1.1 The Definition of Advertisement | 第15-16页 |
| 1.1.2 The Formation of Advertisement | 第16-21页 |
| 1.1.2.1 Basic Components | 第16-17页 |
| 1.1.2.2 Taxonomy of Copies | 第17-21页 |
| 1.1.3 The Types of Advertising | 第21-22页 |
| 1.1.4 The Discourse of Advertising | 第22-24页 |
| 1.2 The Scope of Present Study | 第24-27页 |
| 1.2.1 Research Motivation | 第24页 |
| 1.2.2 Aims and Focus | 第24页 |
| 1.2.3 Approaches and Methodology | 第24-27页 |
| 1.2.3.1 Data Sampling Criteria and Data Analysis | 第24-26页 |
| 1.2.3.2 Medium Sampling Criteria | 第26页 |
| 1.2.3.3 Research Methodology | 第26-27页 |
| 1.3 Overview of the Thesis | 第27-28页 |
| Chapter Two Literature Review | 第28-39页 |
| 2.1 Former Research into Advertising Discourse: A Semiotic Perspective | 第28-31页 |
| 2.2 Former Research into Advertising Discourse: A Linguistic Perspective | 第31-35页 |
| 2.3 Former Research into Advertising Discourse: A Cognitive Perspective | 第35-37页 |
| 2.4 Summary | 第37-39页 |
| Chapter Three Theoretical Foundations | 第39-55页 |
| 3.1 Introduction to Mental Sapce and Conceptual Blending Theory | 第39-40页 |
| 3.2 The Network Model of Conceptual Integration Theory | 第40-52页 |
| 3.2.1 Basic Concepts | 第40-41页 |
| 3.2.2 Conceptual Blending (Conceptual Integration) Theory: A Brief Account | 第41-52页 |
| 3.2.2.1 Basic Network | 第42-44页 |
| 3.2.2.2 Optimality Principles | 第44-46页 |
| 3.2.2.3 Vital Relations | 第46-49页 |
| 3.2.2.4 Types of Conceptual Integration Network | 第49-52页 |
| 3.3 Motivations for Applying Conceptual Integration Theory into the Analysis | 第52-55页 |
| Chapter Four Meaning Constructions, CBT & Advertising Discourse | 第55-79页 |
| 4.1 Meaning Construction: A Brief Review | 第55-56页 |
| 4.2 Realizations of Meaning Construction in Advertising Discourse: in Text Dimension | 第56-69页 |
| 4.2.1 Meaning Construction at Lexical Level | 第56-60页 |
| 4.2.1.1 Adjective + Noun Structure | 第56-59页 |
| 4.2.1.2 Compound | 第59-60页 |
| 4.2.2 Meaning Construction at Syntax Level | 第60-62页 |
| 4.2.3 Meaning Construction at Discourse Level | 第62-69页 |
| 4.2.3.1 Conceptual Metaphor, Meaning Construction and Conceptual Blending Theory | 第62-66页 |
| 4.2.3.2 Conceptual Metonymy, Meaning Construction and Conceptual Blending Theory | 第66-69页 |
| 4.3 Realizations of Meaning Construction in Advertising Discourse: in Context Dimension | 第69-78页 |
| 4.3.1 Definition and Variables of Context: a Brief Review | 第70-72页 |
| 4.3.1.1 Socio-lingual Approach | 第70-71页 |
| 4.3.1.2 Cognitive Approach | 第71-72页 |
| 4.3.2 Meaning Construction in Advertising Discourse: a Micro-Context View | 第72-78页 |
| 4.3.2.1 Images, Text, Meaning Construction in Advertising Discourse | 第72-73页 |
| 4.3.2.2 Visual Metaphor & Meaning Construction in Advertising Discourse | 第73-78页 |
| 4.4 Summary | 第78-79页 |
| Chapter Five Conclusions | 第79-82页 |
| 5.1 Major Conclusions of the Present Study | 第79-80页 |
| 5.2 Limitations and Suggestions for Further Studies | 第80-82页 |
| Bibliography | 第82-85页 |
