| Abstract | 第4-6页 |
| 摘要 | 第7-15页 |
| Introduction | 第15-23页 |
| 0.1 Research Background | 第15-18页 |
| 0.2 Research Questions | 第18页 |
| 0.3 Research Purposes and Significance | 第18-20页 |
| 0.4 Layout of the Thesis | 第20-23页 |
| Chapter One Literature Review | 第23-35页 |
| 1.1 Advertising | 第23-29页 |
| 1.1.1 Definition of Advertisements | 第23-25页 |
| 1.1.2 Classification of Advertisements | 第25-26页 |
| 1.1.3 Previous Studies of Multimodal Metaphors in Advertisements | 第26-29页 |
| 1.2 The Persuasive Strategies of Metaphors in Advertisements | 第29-33页 |
| 1.2.1 Three Persuasive Strategies | 第30-32页 |
| 1.2.2 Previous Researches on the Persuasive Strategies of Metaphors inAdvertisements | 第32-33页 |
| 1.3 Summary | 第33-35页 |
| Chapter Two Theoretical Foundation | 第35-49页 |
| 2.1 Conceptual Metaphor Theory | 第35-41页 |
| 2.1.1 Definition of Conceptual Metaphor | 第35-36页 |
| 2.1.2 Characteristics of Conceptual Metaphor | 第36-37页 |
| 2.1.3 Classification of Conceptual Metaphor | 第37-40页 |
| 2.1.4 Working Mechanism of Conceptual Metaphor | 第40-41页 |
| 2.2 Multimodal Metaphor Theory | 第41-49页 |
| 2.2.1 Mode | 第42页 |
| 2.2.2 Definition of Multimodal Metaphor | 第42-43页 |
| 2.2.3 Distinctive Features of Multimodal Metaphor | 第43-45页 |
| 2.2.4 Metonymy in Multimodal Metaphor | 第45-49页 |
| Chapter Three Meaning Construction of Multimodal Metaphor in Chineseand English TV Advertisements of Milk | 第49-101页 |
| 3.1 Meaning Construction of Multimodal Metaphor in Chinese TVAdvertisements of Milk | 第49-71页 |
| 3.1.1 Meaning Construction of Multimodal Metaphor in Mengniu | 第49-57页 |
| 3.1.2 Meaning Construction of Multimodal Metaphor in Yili | 第57-63页 |
| 3.1.3 Meaning Construction of Multimodal Metaphor in BrightDairy | 第63-71页 |
| 3.2 Meaning Construction of Multimodal Metaphor in English TVAdvertisements of Milk | 第71-95页 |
| 3.2.1 Meaning Construction of Multimodal Metaphor in Cravendale | 第72-80页 |
| 3.2.2 Meaning Construction of Multimodal Metaphor in Devondale | 第80-88页 |
| 3.2.3 Meaning Construction of Multimodal Metaphor in RealCalifornia Milk | 第88-95页 |
| 3.3 A Comparison of Meaning Construction of Multimodal Metaphorin Chinese and English TV Advertisements of Milk | 第95-101页 |
| Chapter Four Persuasive Strategies of Multimodal Metaphor in TVAdvertisements of Milk | 第101-111页 |
| 4.1 Pathos in TV Advertisements of Milk | 第101-102页 |
| 4.2 Ethos in TV Advertisements of Milk | 第102-107页 |
| 4.3 Logos in TV Advertisements of Milk | 第107-108页 |
| 4.4 Summary | 第108-111页 |
| Conclusion | 第111-115页 |
| Bibliography | 第115-119页 |
| Appendix | 第119-121页 |
| Acknowledgements | 第121-123页 |
