| Acknowledgements | 第6-7页 |
| 摘要 | 第7-8页 |
| Abstract | 第8-9页 |
| Chapter 1 Introduction | 第12-18页 |
| 1.1 Research Background | 第12-14页 |
| 1.2 Purpose and Significance of the Study | 第14-16页 |
| 1.3 Layout of the Thesis | 第16-18页 |
| Chapter Two Literature Review | 第18-26页 |
| 2.1 Previous Studies on the Relevance Theory | 第18-21页 |
| 2.2 Previous Studies on Multimodal Metaphor | 第21-23页 |
| 2.3 Previous Studies of Multimodal Metaphor in Advertising Home and Abroad | 第23-26页 |
| Chapter Three Relevance Theory | 第26-33页 |
| 3.1 Introduction of the Relevance Theory | 第26页 |
| 3.2 Contextual Effect | 第26-27页 |
| 3.3 Relevance and Optimal Relevance | 第27-29页 |
| 3.4 Context and Mutual Manifestness | 第29-30页 |
| 3.5 Ostensive-Inferential Communication | 第30-33页 |
| Chapter Four Research Methodology | 第33-35页 |
| 4.1 Research Questions | 第33页 |
| 4.2 Data Collection and Research Procedure | 第33-35页 |
| Chapter Five Case Study of the Multimodal Metaphorical Factors in Graphic Ad Designs | 第35-68页 |
| 5.1 Identification of Multimodal Metaphor | 第35-39页 |
| 5.1.1 Contextual Metaphor | 第38页 |
| 5.1.2 Hybrid Metaphor | 第38页 |
| 5.1.3 Integrated Metaphor | 第38-39页 |
| 5.1.4 Complementary Metaphor | 第39页 |
| 5.2 Brief Analysis of Samples Based on Metaphor Identification | 第39-49页 |
| 5.3 Interpretation of Contextual Metaphors in Graphic Ad Designs | 第49-56页 |
| 5.3.1 Analysis of Single Contextual Metaphor in the Graphic Ad Design | 第50-51页 |
| 5.3.2 Communicative Process between the Advertiser and the Audience | 第51-53页 |
| 5.3.3 Analysis of the Multiple Contextual Metaphors in the Graphic Ad Design | 第53-54页 |
| 5.3.4 Communicative Process between the Advertiser and the Audience | 第54-56页 |
| 5.4 Interpretation of Hybrid Metaphors in Graphic Ad Designs | 第56-59页 |
| 5.4.1 Analysis of the Metaphorical Information in the Graphic Ad Design | 第56-58页 |
| 5.4.2 Communicative Process between the Advertiser and the Audience | 第58-59页 |
| 5.5 Interpretation of Integrated Metaphors in Graphic Ad Designs | 第59-61页 |
| 5.5.1 Analysis of the Metaphorical Information in the Graphic Ad Design | 第60-61页 |
| 5.5.2 Communicative Process between the Advertiser and the Audience | 第61页 |
| 5.6 Interpretation of Complementary Metaphors in Graphic Ad Designs | 第61-68页 |
| 5.6.1 Analysis of the Metaphorical Information in the Graphic Ad Design | 第62-63页 |
| 5.6.2 Communicative Process between the Advertiser and the Audience | 第63-68页 |
| Chapter Six Conclusion | 第68-72页 |
| 6.1 Major Findings and Contribution of the Present Study | 第68-70页 |
| 6.2 Limitations of the Present Study and Suggestions for Further Research | 第70-72页 |
| 6.2.1 Limitations of the Study | 第70-71页 |
| 6.2.2 Suggestions for Further Research | 第71-72页 |
| References | 第72-79页 |
| Appendix: Samples in the print and publishing category of Cannes Lions International Advertising Festivals from 2004 to 2017 | 第79-85页 |
