| Acknowledgements | 第1-5页 |
| Contents | 第5-7页 |
| Abstract | 第7-9页 |
| 内容摘要 | 第9-11页 |
| Chapter one Introduction | 第11-17页 |
| ·Background | 第11-12页 |
| ·Issues and Methodology | 第12-14页 |
| ·Significance | 第14页 |
| ·Organization | 第14-17页 |
| Chapter Two Literature Review | 第17-34页 |
| ·An Introduction of Advertisement | 第17-23页 |
| ·Definition and F eatures of Advertisement | 第17-19页 |
| ·Previous Studies on Advertisements | 第19-21页 |
| ·Studies on Cosmetics Advertisements | 第21-23页 |
| ·Review of Studies on Metaphor | 第23-31页 |
| ·Traditional Views of Metaphor Abroad | 第23-26页 |
| ·Cognitive Views of Metaphor | 第26-29页 |
| ·Studies on the Relation between Culture and Metaphor | 第29-31页 |
| ·Review of Studies on Metaphors in Advertisement | 第31-34页 |
| ·Previous Studies on Metaphors in English Advertisements | 第32页 |
| ·Previous Studies on Metaphors in Chinese Advertisements | 第32-34页 |
| Chapter Three Theoretical Foundations | 第34-41页 |
| ·Cognitive Metaphor Theory | 第34-36页 |
| ·Cognitive Explanation of Metaphor | 第34页 |
| ·Conceptual Metaphor Theory | 第34-36页 |
| ·Cultural Models | 第36-37页 |
| ·Prototype,Basic-level Category and Image Schema | 第37-41页 |
| ·Prototype | 第37-38页 |
| ·Basic-level Category | 第38-39页 |
| ·Image Schema | 第39-41页 |
| Chapter Four Similarities and Differences of Metaphors in English and Chinese Cosmetics Advertisements | 第41-55页 |
| ·Homogeneity of Metaphors in Chinese and English Cosmetics Advertisements and Cultural-model Interpretation | 第41-47页 |
| ·Ontological Metaphor:COMMERCIAL ORGANIZATIONS/PRODUCTS ARE PEOPLE | 第41-43页 |
| ·Structural Metaphor:SKIN CARE IS WAR | 第43-44页 |
| ·Container Metaphor:SKIN IS A CONTAINER | 第44-45页 |
| ·A Cultural-model Interpretation on the Similarity | 第45-47页 |
| ·Heterogeneity between Metaphorical Advertisements and Its Interpretation | 第47-55页 |
| ·The Effect of Cultural Models on Target Domains of Metaphors | 第47-50页 |
| ·Different Choices of Prototypes and Its Effect on the Choice of Sources Domain | 第50-51页 |
| ·A Cultural-model Explanation to the Influence of Basic-level Category on the Choice of Source Domains | 第51-52页 |
| ·A Cultural-model Explanation to the Influence of Image Schema on the Choice of Source Domains | 第52-55页 |
| Chapter Five Conclusion | 第55-57页 |
| ·Major Findings of This Study | 第55-56页 |
| ·Limitation of the Study and Suggestions for the Future Study | 第56-57页 |
| Note | 第57-58页 |
| Bibliography | 第58-62页 |
