| Acknowledgements | 第5-6页 |
| 摘要 | 第6-8页 |
| Abstract | 第8-9页 |
| Chapter Ⅰ INTRODUCTION | 第12-18页 |
| 1.1 Research background | 第12-14页 |
| 1.2 Research purposes | 第14页 |
| 1.3 Research significance | 第14-15页 |
| 1.4 The layout of the thesis | 第15-18页 |
| Chapter Ⅱ LITERATURE REVIEW | 第18-34页 |
| 2.1 Research on Public Service Advertising | 第19-22页 |
| 2.1.1 Definition of advertising and Public Service Advertising | 第19-20页 |
| 2.1.2 Functions of Public Service Advertising | 第20-21页 |
| 2.1.3 Previous studies on Public Service Advertising | 第21-22页 |
| 2.2 Research on metaphor | 第22-29页 |
| 2.2.1 Definition of metaphor | 第22-23页 |
| 2.2.2 The rhetorical approach to metaphor | 第23-24页 |
| 2.2.3 The semantic approach to metaphor | 第24-25页 |
| 2.2.4 The pragmatic approach to metaphor | 第25-26页 |
| 2.2.5 The cognitive approach to metaphor | 第26-29页 |
| 2.3 Survey of multimodal metaphor | 第29-34页 |
| 2.3.1 Multimodality | 第29-30页 |
| 2.3.2 Mono-modal metaphor and multimodal metaphor | 第30-31页 |
| 2.3.3 Review on multimodal metaphor in Public Service Advertising | 第31-34页 |
| Chapter Ⅲ THEORETICAL FRAMEWORK | 第34-50页 |
| 3.1 Conceptual metaphor theory | 第34-37页 |
| 3.2 Conceptual blending theory in metaphor | 第37-43页 |
| 3.2.1 Mental space | 第38-39页 |
| 3.2.2 Cross-domain mapping | 第39-43页 |
| 3.3 Model construction of multimodal metaphor | 第43-50页 |
| Chapter Ⅳ RESEARCH METHOD | 第50-56页 |
| 4.1 Data collection | 第50-54页 |
| 4.2 Data analysis | 第54-56页 |
| Chapter Ⅴ COMPARATIVE ANALYSIS OF MULTIMODAL METAPHOR INENGLISH AND CHINESE PUBLIC SERVICE ADVERTISING | 第56-100页 |
| 5.1 Comparative analysis of multimodal metaphor in English and Chinese PublicService Advertising | 第56-95页 |
| 5.1.1 Qualitative analysis of English and Chinese anti-smoking Public ServiceAdvertising | 第56-72页 |
| 5.1.2 Selective analysis of English and Chinese anti-smoking Public ServiceAdvertising | 第72-75页 |
| 5.1.3 Qualitative analysis of English and Chinese environmental-protection PublicService Advertising | 第75-91页 |
| 5.1.4 Selective analysis of English and Chinese environmental-protection PublicService Advertising | 第91-95页 |
| 5.2 General results and discussion | 第95-100页 |
| Chapter Ⅵ CONCLUSION | 第100-104页 |
| References | 第104-108页 |
| Appendix Ⅰ: English Public Service Advertising (from EA1 to EA20) | 第108-112页 |
| Appendix Ⅱ: Chinese Public Service Advertising(from CA1 to CA20) | 第112-116页 |
