| 摘要 | 第4-6页 |
| Abstract | 第6-7页 |
| Introduction | 第10-14页 |
| Chapter One Commercial Advertising Language | 第14-23页 |
| 1.1 Commercial Advertising Language | 第14-19页 |
| 1.1.1 Definition of Commercial Advertising Language | 第14-16页 |
| 1.1.2 Functions of Commercial Advertising Language | 第16-18页 |
| 1.1.3 Features of Commercial Advertising Language | 第18-19页 |
| 1.2 The Phenomenon of Prototype Shift in Commercial Advertising Language | 第19-23页 |
| Chapter Two Prototype Category and Prototype Shift | 第23-33页 |
| 2.1 Theory of Prototype Category | 第23-27页 |
| 2.1.1 Category and Categorization | 第23-24页 |
| 2.1.2 Family Resemblances | 第24页 |
| 2.1.3 Rosch’s Prototype Theory | 第24-25页 |
| 2.1.4 Basic Level and Prototype Category | 第25-26页 |
| 2.1.5 Ungerer and Schmid’s Notion of Prototype | 第26-27页 |
| 2.2 Prototype Shift | 第27-33页 |
| 2.2.1 Factors Contributing to Prototype Shift | 第28-30页 |
| 2.2.2 The Mechanism of Prototype Shift | 第30-33页 |
| Chapter Three The Cognitive Mechanism of Prototype Shift in Commercial AdvertisingLanguage | 第33-57页 |
| 3.1 A General Explanation of Commercial Advertising Language Based onPrototype Theory | 第33-34页 |
| 3.2 Advertisers’ Meaning Construction of Commercial Advertising Language inTerms of Prototype Shift Theory | 第34-42页 |
| 3.2.1 Introducing New Attributes | 第35-39页 |
| 3.2.2 Leaving Imaginary Space to Consumers | 第39-42页 |
| 3.3 Consumers’ Dynamic Meaning Interpretation of Commercial AdvertisingLanguage in Terms of Prototype Shift Theory | 第42-48页 |
| 3.3.1 Filling the Gap-Inference | 第42-45页 |
| 3.3.2 Accepting New Prototypes | 第45-48页 |
| 3.4 The Roles Prototype Shift Playing in Commercial Advertising Language | 第48-57页 |
| 3.4.1 Changing Consumers’ Ideas Dynamically on Consumption | 第49-54页 |
| 3.4.2 Drawing Consumers’ Attention to Public Issues | 第54-57页 |
| Conclusion | 第57-60页 |
| Bibliography | 第60-63页 |
| Appendix 1 (Examples of Commercial Advertising Language) | 第63-71页 |
| Appendix 2 (Examples of Commercial Advertising Language for Mobile Phones) | 第71-74页 |
| Acknowledgements | 第74页 |
