| 摘要 | 第4-5页 |
| ABSTRACT | 第5-6页 |
| Introduction | 第9-11页 |
| Chapter One Literature Review | 第11-22页 |
| 1.1 Studies of Brand Names | 第11-16页 |
| 1.1.1 Definitions of Brand Names | 第11-12页 |
| 1.1.2 Studies of Brand Names Abroad | 第12-14页 |
| 1.1.3 Studies of Brand Names at Home | 第14-16页 |
| 1.2 Studies of Conceptual Blending Theory | 第16-22页 |
| 1.2.1 Studies of Conceptual Blending Theory Abroad | 第16-18页 |
| 1.2.2 Studies of Conceptual Blending Theory at Home | 第18-22页 |
| Chapter Two Theoretical Framework of the Analysis | 第22-36页 |
| 2.1 Development Bases of Conceptual Blending Theory | 第22-27页 |
| 2.1.1 Conceptual Metaphor Theory | 第22-25页 |
| 2.1.2 Mental Space Theory | 第25-27页 |
| 2.2 Cognitive operation process of Conceptual Blending Theory—The NetworkModel | 第27-36页 |
| 2.2.1 Four Spaces | 第28-29页 |
| 2.2.2 Cross-Space Mapping in Conceptual Blending Theory | 第29-30页 |
| 2.2.3 Selective Projection and Blending | 第30-31页 |
| 2.2.4 Four Types of Conceptual Integration Networks | 第31-32页 |
| 2.2.5 Optimality Principles of Conceptual Blending Theory | 第32页 |
| 2.2.6 Emergent Structure and Emergent Meaning | 第32-36页 |
| Chapter Three Data Collection and Research Methodology | 第36-43页 |
| 3.1 Collection and Classification of Brand Names | 第36-39页 |
| 3.2 Research Methodology of this Study | 第39-43页 |
| Chapter Four Cognitive Analysis of Brand Names | 第43-87页 |
| 4.1 Analysis of Brand Names based on Conceptual Blending Theory | 第43-84页 |
| 4.1.1 Cognitive Analysis of Brand Names of Proper nouns with the NetworkModel of Conceptual Blending Theory | 第44-54页 |
| 4.1.2 Cognitive Analysis of Brand Names of Common Words with the NetworkModel of Conceputal Blending Theory | 第54-71页 |
| 4.1.3 Cognitive Analysis of Brand Names of Coined Words with the NetworkModel of the Conceptual Blending Theory | 第71-84页 |
| 4.2 Findings from Analysis | 第84-87页 |
| Conclusion | 第87-89页 |
| Bibliography | 第89-95页 |
| Appendix | 第95-98页 |
| Acknowledgements | 第98页 |
