| 摘要 | 第1-8页 |
| ABSTRACT | 第8-10页 |
| Table of Contents | 第10-12页 |
| Chapter 1 Introduction | 第12-16页 |
| ·The Main Idea of This Study | 第12页 |
| ·Motivation for the Study | 第12-13页 |
| ·Purpose and Significance of the Thesis | 第13-14页 |
| ·Outline of the Thesis | 第14-16页 |
| Chapter 2 Literature Review | 第16-27页 |
| ·Literature Review of Advertisement | 第16-20页 |
| ·Definition of Advertisement | 第16-18页 |
| ·Classification of Advertisement | 第18-19页 |
| ·Functions of Advertisement | 第19-20页 |
| ·Previous Approaches to Metaphor in Advertisement | 第20-27页 |
| ·Semiotic Approach | 第20-22页 |
| ·Cognitive Linguistic Approach | 第22-23页 |
| ·Relevance Theory Approach | 第23-25页 |
| ·A Brief Summary of Previous Studies | 第25-27页 |
| Chapter 3 Theoretical Background | 第27-45页 |
| ·Conceptual Blending Theory | 第27-35页 |
| ·Mental Space Theory | 第27-29页 |
| ·Conceptual Blending Theory | 第29-31页 |
| ·Metaphor and Conceptual Blending Theory | 第31-33页 |
| ·Local Context and Conceptual Blending Theory | 第33-35页 |
| ·Relevance Theory | 第35-45页 |
| ·Cognitive Environment and Mutual Manifestation | 第36-37页 |
| ·Ostensive-Inferential Communication | 第37-38页 |
| ·The Concept of Relevance | 第38-40页 |
| ·Explicatures and Implicatures | 第40-42页 |
| ·Metaphor | 第42-45页 |
| Chapter 4 Integrating CB and RT | 第45-59页 |
| ·Metaphor Interpretation based on Cognitive Linguistics and RT | 第45-50页 |
| ·Metaphor Motivation | 第45-47页 |
| ·Metaphor and Pragmatic Inference | 第47-50页 |
| ·Toward an Integrative Framework of CB and RT | 第50-55页 |
| ·Similarity | 第50-53页 |
| ·Complementarity | 第53-55页 |
| ·Grounds for Integrating CB and RT | 第55-59页 |
| Chapter 5 An Integrated Approach to Metaphor in Advertisement | 第59-85页 |
| ·Advertisement as Ostensive-Inferential Communication | 第59-67页 |
| ·Ostensive Stimulus and Optimal Relevance in Advertisement | 第60-62页 |
| ·Optimal Relevance and Asymmetry in Advertisement | 第62-64页 |
| ·Explicature and Implicating in Advertisement | 第64-67页 |
| ·An Integrated Framework for Understanding Metaphor in Advertisement | 第67-71页 |
| ·Metaphor Motivation and Meaning in Advertisement | 第67-69页 |
| ·Comprehension of Metaphor in Advertisement | 第69-71页 |
| ·An Example:An Integrated Approach | 第71-85页 |
| ·Metaphor as Ostensive Stimulus in Advertisement | 第73-75页 |
| ·Reference Space, Presentation Space and Blended Space | 第75-78页 |
| ·A Structured Blend | 第78-81页 |
| ·Emergent Meaning and Inference | 第81-85页 |
| Chapter 6 Conclusion | 第85-87页 |
| ·Main Findings of the Thesis | 第85页 |
| ·Limitations of the Study | 第85-86页 |
| ·Suggestions for Further Study | 第86-87页 |
| Bibliography | 第87-90页 |
| Acknowledgements | 第90页 |
