| 摘要 | 第8-10页 |
| Abstract | 第10-11页 |
| Chapter One Introduction | 第12-20页 |
| 1.1 Research Background | 第12-14页 |
| 1.2 Purpose and Significance of the Study | 第14-16页 |
| 1.3 Research Method | 第16-17页 |
| 1.4 Hypothesis of the Study | 第17-18页 |
| 1.5 Organization of the Thesis | 第18-20页 |
| Chapter Two Literature Review | 第20-32页 |
| 2.1 Advertising | 第20-22页 |
| 2.1.1 Definition of Advertising | 第20-21页 |
| 2.1.2 Classification of Advertising | 第21-22页 |
| 2.2 Previous Studies on Multimodal Metaphor in Advertisements at Home and Abroad | 第22-32页 |
| 2.2.1 Studies Abroad | 第22-25页 |
| 2.2.2 Studies at Home | 第25-32页 |
| Chapter Three Theoretical Basis | 第32-44页 |
| 3.1 The Theory of Conceptual Metaphor | 第32-39页 |
| 3.1.1 Definition of Conceptual Metaphor | 第32-33页 |
| 3.1.2 Characteristics of Conceptual Metaphor | 第33-34页 |
| 3.1.3 Classification of Conceptual Metaphor | 第34-38页 |
| 3.1.4 Working Mechanism of Conceptual Metaphor | 第38-39页 |
| 3.2 The Theory of Multimodal Metaphor | 第39-44页 |
| 3.2.1 Mode | 第40页 |
| 3.2.2 Definition of Multimodal Metaphor | 第40-41页 |
| 3.2.3 Distinctive Features of Multimodal Metaphor | 第41-44页 |
| Chapter Four A Comparative Study in English and Chinese Advertisements of Skincare Products from the Perspective of Multimodal Metaphor | 第44-104页 |
| 4.1 Meaning Construction of Multimodal Metaphor in English and Chinese Advertisements for Biotherm Aquasource | 第44-63页 |
| 4.1.1 The Model of Meaning Construction of Multimodal Metaphor in English Biotherm Aquasource Advertisement | 第45-52页 |
| 4.1.2 The Model of Meaning Construction of Multimodal Metaphor in Chinese Biotherm Aquasource Advertisement | 第52-63页 |
| 4.2 Meaning Construction of Multimodal Metaphor in English and Chinese Advertisements for Estee Lauder Little Brown Bottle | 第63-80页 |
| 4.2.1 The Model of Meaning Construction of Multimodal Metaphor in English Estee Lauder Little Brown Bottle Advertisement | 第64-71页 |
| 4.2.2 The Model of Meaning Construction of Multimodal Metaphor in Chinese Estee Lauder Little Brown Bottle Advertisement | 第71-80页 |
| 4.3 Meaning Construction of Multimodal Metaphor in English and Chinese Advertisements for Lanc?me Little Black Bottle | 第80-98页 |
| 4.3.1 The Model of Meaning Construction of Multimodal Metaphor in English Lanc?me Little Black Bottle Advertisement | 第81-90页 |
| 4.3.2 The Model of Meaning Construction of Multimodal Metaphor in Chinese Lanc?me Little Black Bottle Advertisement | 第90-98页 |
| 4.4 A Comparative Study in English and Chinese Advertisements of Skincare Products from the Perspective of Multimodal Metaphor | 第98-101页 |
| 4.4.1 Similarities of Meaning Construction of Multimodal Metaphor in English and Chinese Ads of Skincare Products | 第98-99页 |
| 4.4.2 Differences of Meaning Construction of Multimodal Metaphor in English and Chinese Ads of Skincare Products | 第99-101页 |
| 4.5 Motivations of the Similarities and Differences of Multimodal Metaphor between English and Chinese Advertisements of Skincare Products | 第101-104页 |
| 4.5.1 Reasons for the Similarities | 第101-102页 |
| 4.5.2 Reasons for the Differences | 第102-104页 |
| Chapter Five Conclusion | 第104-107页 |
| 5.1 Findings of the study | 第104-106页 |
| 5.2 Limitations and Suggestions for Further Study | 第106-107页 |
| Bibliography | 第107-110页 |
| 攻读硕士期间发表的学术论文 | 第110-112页 |
| Acknowledgements | 第112页 |
