| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| ABSTRACT | 第6-8页 |
| Table of Contents | 第8-10页 |
| Chapter 1 Introduction | 第10-14页 |
| ·Research Background | 第10-11页 |
| ·Research Objectives and Significance | 第11页 |
| ·Data Collection and Research Methodology | 第11-12页 |
| ·Organization of the Thesis | 第12-14页 |
| Chapter 2 Literature Review | 第14-26页 |
| ·An Overview of Advertising Euphemisms | 第14-21页 |
| ·Causes of Advertising Euphemisms | 第14-16页 |
| ·Definition of Advertising Euphemisms | 第16页 |
| ·Formations of Advertising Euphemisms | 第16-19页 |
| ·Functions of Advertising Euphemisms | 第19-21页 |
| ·Previous Studies on Advertising Euphemisms | 第21-24页 |
| ·Previous Studies on Euphemism | 第21-22页 |
| ·Previous Studies on Advertising Euphemisms | 第22-24页 |
| ·Summary | 第24-26页 |
| Chapter 3 Theoretical Framework | 第26-38页 |
| ·The Development of Conceptual Integration Theory | 第26-27页 |
| ·Key Concepts of Conceptual Integration Theory | 第27-31页 |
| ·Mental space | 第27-29页 |
| ·Mapping | 第29-31页 |
| ·Conceptual Integration Theory | 第31-37页 |
| ·The Network Model of Conceptual Integration Theory | 第31-33页 |
| ·An Illustration of the Conceptual Integration Network Model | 第33-34页 |
| ·Four Models of Conceptual Integration Networks | 第34-36页 |
| ·Constitutive Principles and Governing Principles | 第36-37页 |
| ·Summary | 第37-38页 |
| Chapter 4 Case Studies on the Comprehension Mechanism of Advertising Euphemisms within the Framework of Conceptual Integration Theory | 第38-54页 |
| ·Introduction | 第38-39页 |
| ·Case Study of Simplex Network | 第39-42页 |
| ·Case Study of Mirror Network | 第42-44页 |
| ·Case Study of Single-scope Network | 第44-46页 |
| ·Case Study of Double-scope Network | 第46-52页 |
| ·Summary | 第52-54页 |
| Chapter 5 Conclusion | 第54-58页 |
| ·Major Findings of the Study | 第54-55页 |
| ·Limitations of the Study | 第55页 |
| ·Suggestions for Further Study | 第55-58页 |
| Bibliography | 第58-62页 |
| Appendix A Advertising Euphemisms in this Thesis | 第62-64页 |
| Appendix B The Ultimate Attraction | 第64-65页 |
| 攻读学位期间发表的学术论文目录 | 第65-66页 |
