| CHINESE ABSTRACT | 第1-4页 |
| ENGLISH ABSTRACT | 第4-5页 |
| CONTENTS | 第5-7页 |
| Chapter Ⅰ Introduction | 第7-9页 |
| ·General Description | 第7-8页 |
| ·Research Methodology | 第8页 |
| ·Organization Scheme | 第8-9页 |
| Chapter Ⅱ Literature Review | 第9-14页 |
| ·An Overview on Cognitive Linguistics | 第9-12页 |
| ·Cognitive Linguistics vs. Generative Linguistics | 第9-10页 |
| ·The Experiential View Within Cognitive Linguistics | 第10-11页 |
| ·The Two Components of Cognitive Linguistics | 第11-12页 |
| ·An Overview on Advertising | 第12-14页 |
| ·The Definition and Functions of Advertising | 第12-13页 |
| ·Literature Review of Advertising Language | 第13页 |
| ·Summary | 第13-14页 |
| Chapter Ⅲ Cognitive Approach to Metaphor | 第14-21页 |
| ·The Nature of Metaphor | 第14-17页 |
| ·The Conceptual Metaphor | 第14-15页 |
| ·Metaphor as Mapping Across Two Domains | 第15-17页 |
| ·The Classification of Metaphor | 第17-18页 |
| ·The Systematicity and Coherence of Metaphor | 第18-19页 |
| ·The Experiential Bases and the Realizations of Metaphor | 第19-20页 |
| ·Cognitive Functions of Metaphor | 第20-21页 |
| Chapter Ⅳ Conceptual Metaphors in Advertising | 第21-44页 |
| ·Orientational Metaphors | 第21-28页 |
| ·Orientational Metaphors and Their Realizations in Advertising | 第21-24页 |
| ·Image Schemas and Their Cognitive Functions in Advertising | 第24-28页 |
| ·Summary | 第28页 |
| ·Ontological Metaphors in Advertising | 第28-35页 |
| ·Entity and Substance Metaphors and Their Cognitive Functions | 第28-30页 |
| ·Personification Metaphors and Their Cognitive Functions | 第30-31页 |
| ·Container Metaphors, Container Schemas and Their Cognitive Functions | 第31-33页 |
| ·Ontological Metaphors as Structural Metaphors and Their Cognitive Functions | 第33-35页 |
| ·Summary | 第35页 |
| ·Structural Metaphors | 第35-44页 |
| ·Structural Metaphors in Advertising and Their Cognitive Functions | 第35-39页 |
| ·Creative Metaphors Within Conceptual System and Their Cognitive Functions | 第39-41页 |
| ·Imaginative Metaphors and Their Cognitive Functions | 第41-43页 |
| ·Summary | 第43-44页 |
| Chapter Ⅴ Conclusion | 第44-46页 |
| ·General Summary | 第44页 |
| ·Main Findings and Conclusion | 第44-45页 |
| ·Limitations and Suggested Further Research | 第45-46页 |
| BIBLIOGRAPHY | 第46-49页 |
| ACKNOWLEDGEMENTS | 第49-50页 |
| THESIS PUBLISHED DURING M.A. STUDY | 第50页 |
