| Acknowledgment | 第5-6页 |
| 摘要 | 第6-8页 |
| Abstract | 第8-10页 |
| List of Abbreviations | 第14-15页 |
| List of Tables | 第15页 |
| List of Figures | 第15-16页 |
| Chapter 1 Introduction | 第16-21页 |
| 1.1 Background of the Study | 第16-18页 |
| 1.2 Purposes and Significance of the Study | 第18-19页 |
| 1.3 Methodology | 第19-20页 |
| 1.4 Layout of the Thesis | 第20-21页 |
| Chapter 2 Literature Review | 第21-31页 |
| 2.1 Previous Studies on Mismatch | 第21-25页 |
| 2.1.1 Definition of Mismatch | 第21-23页 |
| 2.1.2 Previous Studies on Mismatch Abroad | 第23-24页 |
| 2.1.3 Previous Studies on Mismatch in China | 第24-25页 |
| 2.2 Previous Studies on Mismatched Argument Structure Constructions from the perspective of Construction Coercion | 第25-30页 |
| 2.2.1 Studies of Argument Structure Before the Rise of Construction Grammar | 第25-27页 |
| 2.2.2 Studies of Argument Structure Constructions by Goldberg | 第27页 |
| 2.2.3 Studies of Coercion in Mismatched ASCs from Various Perspectives | 第27-30页 |
| 2.3 Summary | 第30-31页 |
| Chapter 3 Theoretical Framework | 第31-43页 |
| 3.1 Several Basic Concepts of CCT | 第31-39页 |
| 3.1.1 General ASCs, Constructional Meaning and Grammar Organization | 第32-34页 |
| 3.1.2 Participant Role, Argument Role and Fusion of Two Kinds of Roles | 第34-37页 |
| 3.1.3 Basic Idea of Coercion | 第37-39页 |
| 3.2 Basic Notion of LCT | 第39-40页 |
| 3.3 Combining CCT and LCT | 第40-43页 |
| Chapter 4 Analysis of Construal of Mismatched ASCs Under CCT & LCT inAdvertisement Copies | 第43-75页 |
| 4.1 Data Presentation | 第43-46页 |
| 4.2 Construal of Mismatched ASCs with Metaphor Under CCT | 第46-59页 |
| 4.2.1 Construal of Mismatched TCs with Metaphor Under CCT | 第46-53页 |
| 4.2.2 Construal of Mismatched CMCs with Metaphor Under CCT | 第53-57页 |
| 4.2.3 Construal of Mismatched RCs with Metaphor Under CCT | 第57-59页 |
| 4.3 Construal of Mismatched ASCs with Metonymy Under CCT | 第59-66页 |
| 4.3.1 Construal of Mismatched TCs with Metonymy Under CCT | 第59-62页 |
| 4.3.2 Construal of Mismatched CMCs with Metonymy Under CCT | 第62-63页 |
| 4.3.3 Construal of Mismatched RCs with Metonymy Under CCT | 第63-66页 |
| 4.4 Interpretation of Mismatched ASCs When a Shift of Category is Necessary | 第66-70页 |
| 4.5 Possible Resolution of Mismatched NPs by Virtue of ASCs | 第70-75页 |
| Chapter 5 Pragmatic Functions of Applying Coerced Mismatches in AdvertisementCopy Design | 第75-94页 |
| 5.1 Coerced Advertisement Copy and a Targeting Conceptualized World | 第76-81页 |
| 5.1.1 Coerced Construction and Lexically Profiled Information | 第77-79页 |
| 5.1.2 Positionally Profiled Information and Coerced Construction | 第79-81页 |
| 5.2 Coerced Constructions, Defamiliarization and Breaking of Habitual Perceptions | 第81-86页 |
| 5.2.1 Defamiliarizing Product by Not Naming It | 第83-84页 |
| 5.2.2 Defamiliarizing Product by Naming It Otherwise | 第84-85页 |
| 5.2.3 Defamiliarizing Copy Construction by Simulating an Inertia Construction | 第85-86页 |
| 5.3 Coerced Advertisement Copies that Verify the Existence of CEP | 第86-91页 |
| 5.3.1 Cognitive Economy Principle,Category and Encyclopedic Knowledge | 第87-89页 |
| 5.3.2 Two Kinds of Advertisement Copies Compatible with CEP | 第89-91页 |
| 5.4 Coerced Mismatches as Innovative Advertisement Design Booster | 第91-94页 |
| Chapter 6 Conclusion | 第94-98页 |
| 6.1 Major Findings | 第94-96页 |
| 6.2 Limitations of the Study | 第96-97页 |
| 6.3 Implications for Further Research | 第97-98页 |
| Bibliography | 第98-104页 |
| Appendix Ⅰ Sample of Raw Materials Collecting for Issue 2006.04 of Readers' Digest | 第104-106页 |
| Appendix ⅡPart of Mismatched ASCs | 第106-109页 |
| Papers Published During the Study for M.A.Degree | 第109页 |
