| Abstract | 第6-7页 |
| 摘要 | 第8-10页 |
| Introduction | 第10-15页 |
| Chapter One Literature Review | 第15-25页 |
| 1.1 A General Introduction to Metaphor | 第15-21页 |
| 1.1.1 Definition and classification of metaphor | 第15-16页 |
| 1.1.2 Influential Theories about Metaphor in History | 第16-21页 |
| 1.1.2.1 The Rhetorical Study of Metaphor | 第16-17页 |
| 1.1.2.2 The Semantic Study of Metaphor | 第17-19页 |
| 1.1.2.4 The Pragmatic Study of Metaphor | 第19-21页 |
| 1.2 Review of the study on English Advertising | 第21-25页 |
| 1.2.1 Definition and Classification of Advertising | 第21-23页 |
| 1.2.2 Research Achievements on English Advertising Language | 第23页 |
| 1.2.3 Metaphor in Advertising | 第23-25页 |
| Chapter Two Main Theories about Implicature | 第25-34页 |
| 2.1 Metaphor and Grice's Conversational Implicature | 第25-28页 |
| 2.1.1 Crice's Conversational Implicature Theory | 第25-27页 |
| 2.1.2 Metaphor as the Violation of CP | 第27-28页 |
| 2.2 A Relevance-Based Approach to Metaphor | 第28-34页 |
| 2.2.1 Sperber and Wilson's the Principle of Relevance | 第28-32页 |
| 2.2.2 Metaphor as a Device to Trigger Weak Implicatures | 第32-34页 |
| Chapter Three Case Study on Explicit Implicature of Metaphor In English Advertising | 第34-50页 |
| 3.1 The Explicit Implicature of Metaphor in Advertising | 第34-38页 |
| 3.1.1 The Explicit Implicature of Metaphor in Verbal Advertising | 第35-38页 |
| 3.2 The Explicit Implicature of Metaphor in Pictorial Advertising | 第38-50页 |
| 3.2.1 Metaphors with One Visually Present Term | 第38-42页 |
| 3.2.2 Metaphors with Two Visually Present Terms | 第42-45页 |
| 3.2.3 Verbal-Visual Metaphors | 第45-50页 |
| Chapter Four The Implicit Implicature of Metaphor in English Advertising | 第50-59页 |
| 4.1 The Implicit Implicature of Metaphor in Verbal Advertising | 第50-54页 |
| 4.2 The Implicit Implicature of Metaphor in Pictorial Advertising | 第54-59页 |
| Chapter Five Concluding Remarks | 第59-63页 |
| 5.1 Conclusion | 第59-61页 |
| 5.2 Significance of the Thesis | 第61-62页 |
| 5.3 Limitation of the Thesis | 第62-63页 |
| Bibliography | 第63-67页 |
| Acknowledgements | 第67-68页 |
| 学位论文评阅及答辩情况表 | 第68页 |
