| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Chapter One Introduction | 第9-13页 |
| ·Research Purpose and Significance | 第9-10页 |
| ·Method and Source of Data | 第10-11页 |
| ·Structure of the Paper | 第11-13页 |
| Chapter Two Literature Review | 第13-24页 |
| ·An Overview on Metaphor | 第13-19页 |
| ·The Rhetorical Study of Metaphor | 第13-14页 |
| ·The Semantic Study of Metaphor | 第14-16页 |
| ·The Pragmatic Study of Metaphor | 第16-17页 |
| ·The Cognitive Study of Metaphor | 第17-19页 |
| ·An Overview on Advertising | 第19-22页 |
| ·Definition of Advertising | 第19页 |
| ·Functions of Advertising | 第19-21页 |
| ·Literature Relevant to Advertising Language | 第21页 |
| ·Previous Study of Metaphor in Advertising Language | 第21-22页 |
| ·Summary | 第22-24页 |
| Chapter Three Conceptual Metaphor Theory | 第24-34页 |
| ·Definition of Conceptual Metaphor | 第24-25页 |
| ·Coherence and Systematicity of Metaphor | 第25-28页 |
| ·Classification of Conceptual Metaphor | 第28-30页 |
| ·Philosophical Basis of Conceptual Metaphor Theory: Experientialism | 第30-31页 |
| ·Cognitive Functions of Conceptual Metaphor | 第31-33页 |
| ·Summary | 第33-34页 |
| Chapter Four Analysis of Conceptual Metaphors in English Advertisements | 第34-53页 |
| ·Structural Metaphors Applied in English Advertisements | 第34-40页 |
| ·Structural Metaphor in Solely Verbal Advertisements | 第34-36页 |
| ·Structural Metaphor in Verbal Advertisement Assisted by Picture | 第36-38页 |
| ·Structural Metaphor Presented Term Advertisement with One Pictorially | 第38-40页 |
| ·Summary | 第40页 |
| ·Orientational Metaphors Applied in English Advertisements | 第40-44页 |
| ·Orientational Metaphors in Solely Verbal Advertisements | 第40-42页 |
| ·Orientational Metaphor Analysis in Verbal Advertisement Assisted by Picture | 第42-44页 |
| ·Summary | 第44页 |
| ·Ontological Metaphor Analysis in English Advertising | 第44-51页 |
| ·Ontological Metaphor in Solely Verbal Advertisement | 第44-47页 |
| ·Ontological Metaphor in Verbal-Pictorial Advertisement | 第47-49页 |
| ·Ontological Metaphor in Verbal Advertisement Assisted by Picture | 第49-51页 |
| ·Summary | 第51-53页 |
| Chapter Five Conclusions | 第53-56页 |
| ·Summary of the Research and Findings | 第53-55页 |
| ·Limitations and Recommendations for Future Study | 第55-56页 |
| References | 第56-59页 |
| Acknowledgements | 第59-60页 |
| 攻读硕士期间发表论文情况 | 第60页 |
