| ACKNOWLEDGEMENTS | 第1-6页 |
| ABSTRACT | 第6-8页 |
| 摘要 | 第8-11页 |
| Chapter One INTRODUCTION | 第11-15页 |
| ·Gender Metaphors in Advertising | 第11-12页 |
| ·Significance and Objectives | 第12-13页 |
| ·Layout of the Thesis | 第13-15页 |
| Chapter Two LITERATURE REVIEW | 第15-26页 |
| ·Review of Research on Advertising | 第15-18页 |
| ·Definition and Functions of Advertising | 第15-16页 |
| ·Literature Related with Advertising | 第16-18页 |
| ·Review of Research on Gender Metaphor | 第18-20页 |
| ·Review of Cognitive Approaches to Metaphor Studies | 第20-26页 |
| ·The Interaction Theory | 第20-21页 |
| ·Lakoff & Johnson’s Conceptual Metaphor Theory | 第21-23页 |
| ·Topic-vehicle Approach | 第23-26页 |
| Chapter Three THEORETICAL FRAMEWORK | 第26-40页 |
| ·Overview | 第26-28页 |
| ·Black’s Interaction Theory | 第28-30页 |
| ·Relevance Theory | 第30-37页 |
| ·Context and Contextual Effects | 第30-33页 |
| ·Ostensive-Inferential Communication | 第33-35页 |
| ·Weak Implicatures | 第35-37页 |
| ·F airclough’s Three-dimensional Model of Critical Discourse Analysis | 第37-40页 |
| Chapter Four THE TYPES OF GENDER METAPHORS IN ADVERTISING | 第40-55页 |
| ·Overview | 第40-41页 |
| ·A COMMODITY IS A MAN/WOMAN | 第41-47页 |
| ·A MAN/WOMAN IS A PRIMARY PERSON | 第47-50页 |
| ·A MAN/WOMAN IS A PERSON/AN OBJECT WITH STEREOTYPICAL FEATURES | 第50-55页 |
| Chapter Five A CRITICAL ANALYSIS OF GENDER METAPHORS IN ADVERTISING | 第55-63页 |
| ·Overview | 第55-56页 |
| ·Language and Ideology | 第56-57页 |
| ·Gender Issues and the Society | 第57-59页 |
| ·A Critical Analysis of Gender Metaphors | 第59-63页 |
| Chapter Six CONCLUSION | 第63-66页 |
| ·Summary of the Research and Findings | 第63-64页 |
| ·Limitations and Prospects for Future Study | 第64-66页 |
| References | 第66-70页 |
