| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| List of Figures | 第9-10页 |
| List of Tables | 第10-11页 |
| Chapter One Introduction | 第11-18页 |
| ·Significance of the Research | 第12-14页 |
| ·Research Questions | 第14-15页 |
| ·Organization of the Thesis | 第15-18页 |
| Chapter Two Literature Review | 第18-34页 |
| ·A General Introduction to Metaphor | 第18-23页 |
| ·The Traditional Sense of Metaphor | 第19-22页 |
| ·The Modern View of Metaphor | 第22-23页 |
| ·Studies of Metaphors in Advertising Abroad | 第23-24页 |
| ·Studies of Metaphors in Advertising at Home | 第24-27页 |
| ·Influential Theories Concerned in Interpreting Metaphors | 第27-34页 |
| ·Conceptual Metaphor Theory | 第27-30页 |
| ·Conceptual Blending Theory | 第30-34页 |
| Chapter Three Mental Models-Based Stereotypical Reasoning Theory | 第34-40页 |
| ·Mental Models | 第36-37页 |
| ·Stereotypical Relation & Stereotypical Reasoning | 第37-40页 |
| Chapter Four Cognitive Approaches to Metaphors in Advertising: a Comparative Analysis | 第40-58页 |
| ·Classification of Metaphors in Advertising | 第40-46页 |
| ·Cognitive Analysis of Metaphors in English and Chinese Advertisings | 第46-58页 |
| ·Interpretation of Metaphors in Advertising via Conceptual Metaphor Theory | 第47-49页 |
| ·Interpretation of Metaphors in Advertising via Conceptual Blending Theory | 第49-52页 |
| ·Interpretation of Metaphors in Advertising via Mental Models-based Stereotypical Reasoning Theory | 第52-58页 |
| Chapter Five Cognitive Triggering Mechanisms for the Addressees under the Mental Models-Based Stereotypical Reasoning Theory | 第58-80页 |
| ·Analogical Association | 第59-65页 |
| ·Definition of Analogy and Association | 第59-61页 |
| ·Cognitive Pattern of Analogy and Association | 第61-65页 |
| ·Mental Modeling and Metaphorical Meaning Decoding | 第65-70页 |
| ·Definition of Mental Modeling | 第65-66页 |
| ·Metaphorical Meaning and Stereotypical Relation | 第66-70页 |
| ·Conceptual Dilution | 第70-74页 |
| ·Definition of Conceptual Dilution | 第70-71页 |
| ·Cognitive Approach to Conceptual Dilution | 第71-74页 |
| ·Function of Three Triggering Mechanisms in Interpreting Process | 第74-75页 |
| ·Cognitive Context | 第75-80页 |
| ·Definition of Cognitive Context | 第75-76页 |
| ·Cognitive Contexts in Advertising | 第76-80页 |
| Chapter Six Conclusion | 第80-83页 |
| References | 第83-85页 |
