| ACKNOWLEDGEMENTS | 第5-6页 |
| abstract | 第6-7页 |
| 摘要 | 第8-13页 |
| CHAPTER Ⅰ. INTRODUCTION | 第13-17页 |
| 1.1 Research Background | 第13-14页 |
| 1.2 Research Purpose and Significance | 第14-16页 |
| 1.3 Organization of the Thesis | 第16-17页 |
| CHAPTER Ⅱ. LITERATURE REVIEW | 第17-27页 |
| 2.1 Studies on Product Launch | 第17-21页 |
| 2.1.1 Studies on Product Launch Abroad | 第17-19页 |
| 2.1.2 Studies on Product Launch at Home | 第19-21页 |
| 2.2 Studies on Multimodal Metaphor | 第21-27页 |
| 2.2.1 Studies on Multimodal Metaphor Abroad | 第21-23页 |
| 2.2.2 Studies on Multimodal Metaphor at Home | 第23-27页 |
| CHAPTER Ⅲ. THEORETICAL FRAMEWORK | 第27-34页 |
| 3.1 Metaphorical Cognitive Linguistic Study | 第27-29页 |
| 3.1.1 Definition of Metaphor | 第27-28页 |
| 3.1.2 Classification of Metaphor | 第28-29页 |
| 3.2 Multimodal Metaphor Study | 第29-32页 |
| 3.2.1 Definition of Mode and Mono-modal Metaphor | 第29-30页 |
| 3.2.2 Definition of Multimodal Metaphor | 第30-32页 |
| 3.3 The Analytical Framework of this Research | 第32-34页 |
| CHAPTER Ⅳ. RESEARCH METHODOLOGY | 第34-37页 |
| 4.1 Research Questions | 第34页 |
| 4.2 Date Collection | 第34-35页 |
| 4.3 Research Methods | 第35-37页 |
| CHAPTER Ⅴ. RESULTS AND ANALYSIS | 第37-65页 |
| 5.1 Comparative Analysis of Multimodal Metaphor Mapping Ways in Huawei's and Apple's New Product Launch | 第37-57页 |
| 5.1.1 Analysis on SD-function, TD-product | 第39-44页 |
| 5.1.2 Analysis on SD-property, TD-product | 第44-48页 |
| 5.1.3 Analysis on SD-customer experience, TD-product | 第48-53页 |
| 5.1.4 Analysis on SD-humanistic care, TD-product | 第53-57页 |
| 5.2 Comparative Analysis of Multimodal Metaphor Types in Huawei's and Apple's New Product Launch | 第57-61页 |
| 5.2.1 Comparative Analysis of Structural Metaphor in Huawei's and Apple's New Product Launch | 第59-61页 |
| 5.2.2 Comparative analysis of Ontological metaphor in Huawei's and Apple's New Product Launch | 第61页 |
| 5.3 Reasons for the Similarities and Differences of Multimodal Metaphor in Huawei's and Apple's New Product Launch | 第61-65页 |
| 5.3.1 Reasons for the Similarities of Multimodal Metaphor in Huawei's and Apple's New Product Launch | 第62-63页 |
| 5.3.2 Reasons for the Differences of Multimodal Metaphor in Huawei's and Apple's New Product Launch | 第63-65页 |
| CHAPTER Ⅵ. CONCLUSION | 第65-69页 |
| 6.1 Major Findings | 第65-66页 |
| 6.2 Implications and Innovations | 第66-68页 |
| 6.2.1 Implications | 第66-67页 |
| 6.2.2 Innovations | 第67-68页 |
| 6.3 Limitations and Suggestions | 第68-69页 |
| WORKS CITED | 第69-73页 |
| APPENDIX 1 | 第73-75页 |
| APPENDIX 2 | 第75-76页 |
