| 摘要 | 第1-6页 |
| Abstract | 第6-11页 |
| Chapter One Introduction | 第11-14页 |
| ·Research Background | 第11-12页 |
| ·Research Questions and methods | 第12页 |
| ·Research Purpose and Significance | 第12-13页 |
| ·The Structure of the Thesis | 第13-14页 |
| Chapter Two Theoretical Bases and Literature Review | 第14-29页 |
| ·Theoretical Basis | 第14-20页 |
| ·Exposition of Conceptual Metaphor | 第14-20页 |
| ·The Definition of Conceptual Metaphor | 第14-15页 |
| ·The Working Mechanism: Cross Domain Mapping | 第15-17页 |
| ·Overview on Coherence and Systematicity of Conceptual Metaphor | 第17-18页 |
| ·The Experiential Bases and Cognitive Functions of Metaphor | 第18-19页 |
| ·Classification of Conceptual Metaphor | 第19-20页 |
| ·Literature Review of Advertising | 第20-26页 |
| ·The Classification of Advertising | 第20-21页 |
| ·Definition of Commercial Advertising | 第21-22页 |
| ·The Features and Functions of Commercial Advertising | 第22页 |
| ·Categorization of Commercial Advertising: Verbal and Pictorial | 第22-23页 |
| ·Previous Studies on the Language of Advertising | 第23-26页 |
| ·Semiotic Analysis | 第23-24页 |
| ·Stylistic Analysis | 第24-25页 |
| ·Discourse Analysis | 第25页 |
| ·Pragmatic Analysis | 第25-26页 |
| ·Review of Cognitive Metaphor in Verbal and Pictorial Advertising | 第26-29页 |
| Chapter Three The Analysis of Conceptual Metaphor in English Commercial Advertising | 第29-48页 |
| ·Introduction | 第29页 |
| ·Structural Metaphor in English Commercial Advertising | 第29-35页 |
| ·Structural Metaphor in Verbal English Commercial Advertising | 第29-32页 |
| ·Structural Metaphor in Pictorial English Commercial Advertising | 第32-35页 |
| ·Orientational Metaphor in English Commercial Advertising | 第35-41页 |
| ·Orientation Metaphor in Verbal English Commercial Advertising | 第36-38页 |
| ·Orientaion Metaphor in Pictorial English Commercial Advertising | 第38-41页 |
| ·Ontological Metaphor in English Commercial Advertising | 第41-46页 |
| ·Ontological Metaphor in Verbal English Commercial Advertising | 第41-44页 |
| ·Entity and Substance Metaphor | 第41-42页 |
| ·Container Metaphor | 第42-43页 |
| ·Personification Metaphor | 第43-44页 |
| ·Ontological Metaphor in Pictorial English Commercial Advertising | 第44-46页 |
| ·Functions of Three Categories of Conceptual Metaphor in Commercial Advertising | 第46-48页 |
| Chapter Four Conclusion | 第48-51页 |
| ·Major Findings of the Study | 第48-49页 |
| ·Limitations and Suggested Further Research | 第49-51页 |
| Bibliography | 第51-53页 |
| Acknowledgement | 第53-54页 |
| 攻读硕士学位期间发表论文 | 第54页 |
