| 摘要 | 第1-6页 |
| Abstract | 第6-11页 |
| Chapter 1 Introduction | 第11-16页 |
| ·Purpose of the Present Research | 第11-12页 |
| ·Significance of Present Research | 第12页 |
| ·Some Concepts about Advertisement Category in This Thesis | 第12-13页 |
| ·Research methodology and data analysis | 第13-14页 |
| ·The layout of this thesis | 第14-16页 |
| Chapter 2 Literature Review | 第16-24页 |
| ·An Overview on Metaphor Study | 第16-19页 |
| ·An Overview of Previous studies on Advertising | 第19-21页 |
| ·Studies on Advertising Home and Abroad | 第20-21页 |
| ·Metaphor Study in Advertising | 第21-23页 |
| ·Summary | 第23-24页 |
| Chapter 3 Theoretical Foundation of the Thesis | 第24-46页 |
| ·Conceptual Metaphor Theory (CMT) | 第24-34页 |
| ·Definition of CMT | 第24-25页 |
| ·Main Characteristics of Metaphor | 第25-27页 |
| ·The Nature of Conceptual Metaphor | 第25-26页 |
| ·The Ubiquity of Metaphor | 第26页 |
| ·The Systematicity of Metaphor | 第26-27页 |
| ·Four Basic Elements in CMT | 第27-29页 |
| ·Source Domain and Target Domain | 第27-28页 |
| ·Image Schema | 第28-29页 |
| ·Mapping | 第29页 |
| ·Categorization of CMT | 第29-34页 |
| ·Conceptual Blending Theory (CBT) | 第34-45页 |
| ·Background of Conceptual Blending Theory | 第34-35页 |
| ·Key Terms of Conceptual Blending Theory | 第35-36页 |
| ·Basic Components and a network model of CBT | 第36-41页 |
| ·Basic Components of Blending | 第39-41页 |
| ·Optimality Principles of CBT | 第41页 |
| ·Types of Conceptual Integration Network | 第41-45页 |
| ·Summary | 第45-46页 |
| Chapter 4 Comprehensive Study of English Commercial Advertisement Based on CMT and CBT | 第46-67页 |
| ·The Analysis of Monomodal Metaphor in Advertising Based on CMT | 第46-57页 |
| ·Reasons for the Application of Metaphor in Advertising | 第46-47页 |
| ·Verbal Metaphor in Advertising and the Function | 第47-52页 |
| ·Structural Metaphor in Solely Verbal Advertising | 第47-49页 |
| ·Orientational Metaphor in Advertising | 第49-51页 |
| ·Ontological Metaphor in Solely Verbal Advertising | 第51-52页 |
| ·Pictorial Metaphor in Advertising | 第52-57页 |
| ·The Difference between Pictorial Metaphor and MP1and MP2 | 第56-57页 |
| ·The Analysis of Multimodal Metaphor in Advertising Based on CBT | 第57-65页 |
| ·Summary | 第65-67页 |
| Chapter 5 Conclusion | 第67-71页 |
| ·Summary and findings | 第67-68页 |
| ·Limitations and suggestions for future research | 第68-71页 |
| ·Limitations | 第68-69页 |
| ·Suggestions | 第69-71页 |
| References | 第71-74页 |
| Appendix | 第74-78页 |
| Acknowledgements | 第78-79页 |
| 个人简历 | 第79页 |
| 发表文章目录 | 第79页 |
