| ACKNOWLEDGEMENTS | 第1-4页 |
| Abstract | 第4-6页 |
| 摘要 | 第6-8页 |
| A List of Abbreviations and Symbols | 第8-11页 |
| Chapter One INTRODUCTION | 第11-17页 |
| ·Background of the Study | 第11-12页 |
| ·Significance of the Study | 第12-14页 |
| ·Purposes of the Study | 第14页 |
| ·Methodology of the Study | 第14-15页 |
| ·Overview of the Thesis | 第15-17页 |
| Chapter Two LITERATURE REVIEW | 第17-28页 |
| ·Previous Studies on Metaphors | 第17-22页 |
| ·Rhetorical Approach | 第17-18页 |
| ·Semantic Approach | 第18-19页 |
| ·Cognitive Approach | 第19-20页 |
| ·Pragmatic Approach | 第20-22页 |
| ·Grice’s View on Metaphor | 第20-21页 |
| ·Searle’s View on Metaphor | 第21页 |
| ·Sperber & Wilson’s View on Metaphor | 第21-22页 |
| ·Previous Studies on Metaphor in Advertisements | 第22-25页 |
| ·Semiotic Approach | 第23-24页 |
| ·Discourse Approach | 第24页 |
| ·Pragmatic Approach | 第24-25页 |
| ·Previous Studies on Public Service Advertisements | 第25-28页 |
| ·Definition of Public Service Advertisements | 第25-26页 |
| ·Overview of Public Service Advertisements | 第26-28页 |
| Chapter Three THEORETICAL FRAMEWORK | 第28-35页 |
| ·A Brief Introduction to Relevance Theory | 第28页 |
| ·Basic Concepts of Relevance Theory | 第28-35页 |
| ·Cognitive Environment and Mutual Manifestness | 第28-29页 |
| ·Ostensive-Inferential Communication | 第29-31页 |
| ·Principle of Relevance and Optimal Relevance | 第31-32页 |
| ·Contextual Effects and Processing Efforts | 第32-33页 |
| ·Explicature and Implicature | 第33-35页 |
| Chapter Four AN ANALYSIS OF METAPHORS | 第35-108页 |
| ·A Relevance-Theoretic Framework to Metaphors | 第35-40页 |
| ·Metaphor as Representation by Resemblance | 第35-36页 |
| ·Metaphor as an Effort-Imposing Loose Talk | 第36-38页 |
| ·Metaphor as an Ostensive Stimulus | 第38-39页 |
| ·Metaphor as a Device to Trigger Weak Implicatures | 第39-40页 |
| ·A Relevance-Theoretic Framework to Advertisements | 第40-43页 |
| ·Advertisement as an Ostensive-Inferential Communication | 第40-42页 |
| ·Optimal Relevance in Advertisements | 第42页 |
| ·Explicature and Implicature in Advertisements | 第42-43页 |
| ·A Relevance-Theoretic Model to Metaphors in Print Advertisements | 第43-82页 |
| ·Verbal Metaphors | 第43-59页 |
| ·Wholly Verbal Metaphors | 第44-51页 |
| ·Verbal Metaphors Assisted by Pictures | 第51-59页 |
| ·Pictorial Metaphors | 第59-82页 |
| ·Metaphors with One Pictorially Presented Term | 第59-67页 |
| ·Metaphors with Two Pictorially Presented Terms | 第67-74页 |
| ·Verbal-Pictorial Metaphors | 第74-82页 |
| ·A Relevance-Theoretic Model to Metaphors in TV Advertisements | 第82-106页 |
| ·Metaphors in Narrative Process | 第83-96页 |
| ·Metaphors in Action Process | 第96-106页 |
| ·A Brief Summary | 第106-108页 |
| Chapter Five CONCLUSION | 第108-115页 |
| ·Major Findings of the Study | 第108-112页 |
| ·Implications of the Study | 第112-113页 |
| ·Limitations of the Study | 第113-114页 |
| ·Suggestions for Further Studies | 第114-115页 |
| BIBLIOGRAPHY | 第115-119页 |
| APPENDIX I: Samples of Chinese PSA | 第119-121页 |
| APPENDIX II: Other 57 samples | 第121-124页 |
| PUBLICATION | 第124-125页 |
