| ACKNOWLEDGEMENTS | 第1-9页 |
| ABSTRACT | 第9-11页 |
| 摘要 | 第11-15页 |
| Chapter I INTRODUCTION | 第15-18页 |
| ·The Subject of the Research | 第15-16页 |
| ·Purpose and Significance of the Study | 第16-17页 |
| ·Methodology and Data Collection | 第17页 |
| ·The Structure of the Thesis | 第17-18页 |
| Chapter II LITERATURE REVIEW | 第18-28页 |
| ·Related Concept | 第18-21页 |
| ·Definition of Pun | 第18-19页 |
| ·Characteristics of Pun | 第19-21页 |
| ·Status of Pun in Commercial Advertising | 第21-22页 |
| ·Previous Studies on English Puns | 第22-25页 |
| ·Rhetorical Approach | 第22-23页 |
| ·Semantic/Pragmatic Approach | 第23-25页 |
| ·Cognitive Approach | 第25页 |
| ·Previous Studies on Chinese Puns | 第25-28页 |
| ·Rhetorical Approach | 第26-27页 |
| ·Semantic/Pragmatic Approach | 第27页 |
| ·Cognitive Approach | 第27-28页 |
| ·Summary | 第28页 |
| Chapter III THEORETICAL FRAMEWORK | 第28-42页 |
| ·General Review of Conceptual Integration Theory | 第28-32页 |
| ·Mental Spaces | 第32-35页 |
| ·The Network Model of Conceptual Blending | 第35-39页 |
| ·Basic Types of Conceptual Integration Networks | 第39-42页 |
| ·Single-framing Network /Simplex Network | 第39-40页 |
| ·Frame Network/Mirror Network | 第40页 |
| ·Single-scope/One-side Network | 第40-41页 |
| ·Double-scope/Two-sided Network | 第41-42页 |
| ·Summary | 第42页 |
| Chapter IV A CONCEPTUAL INTEGRATIOIN THEORY-BASED STUDY OF PUN IN CHINESE AND ENGLISH COMMERCIAL ADVERTISEMENTS | 第42-66页 |
| ·Meaning Construction of Commercial Advertisements | 第43-44页 |
| ·Meaning Construction of Puns in Chinese and English Commercial Advertisements in Conceptual Integration Network | 第44-63页 |
| ·Single framing/Simple Network Puns | 第45-50页 |
| ·Frame/Mirror Network Puns | 第50-55页 |
| ·Single-scope/One-sided Network Puns | 第55-59页 |
| ·Double-scope/Two-sided Network Puns | 第59-63页 |
| ·Discussion of the Results of the Research | 第63-66页 |
| Chapter V CONCLUSION | 第66-70页 |
| ·Major Findings of the Study | 第66-68页 |
| ·Limitations and Suggestions for the Future Study | 第68-70页 |
| REFERENCES | 第70-74页 |
| APPENDIX | 第74-77页 |
