| 摘要 | 第3-5页 |
| Abstract | 第5-6页 |
| 1 Introduction | 第9-13页 |
| 1.1 Objective and Significance of the Study | 第9-10页 |
| 1.2 Research Methodology and Data Collection | 第10-11页 |
| 1.3 Structure of the Thesis | 第11-13页 |
| 2 Literature Review | 第13-18页 |
| 2.1 Previous Researches on Public Service Advertising Abroad | 第13-14页 |
| 2.1.1 Study from the Perspective of Semiotics | 第13-14页 |
| 2.1.2 Study from the Perspective of Sociolinguistics | 第14页 |
| 2.2 Previous Researches on Public Service Advertising at Home | 第14-17页 |
| 2.2.1 Study from the Perspective of Rhetoric | 第15页 |
| 2.2.2 Study from the Perspective of Functional Crammar | 第15-16页 |
| 2.2.3 Study from the Perspective of Cognition | 第16-17页 |
| 2.2.4 Study from the Perspective of Cultural Value | 第17页 |
| 2.3 Summary | 第17-18页 |
| 3 Theoretical Framework | 第18-36页 |
| 3.1 Relevance Theory | 第18-23页 |
| 3.1.1 Ostensive-Inferential Communication | 第18-20页 |
| 3.1.2 Cognitive Environment and Mutual Manifest | 第20-22页 |
| 3.1.3 Optimal Relevance and Inference | 第22-23页 |
| 3.2 Conceptual Blending Theory | 第23-28页 |
| 3.2.1 Mental Spaces | 第24页 |
| 3.2.2 The Network Model of Conceptual Blending | 第24-26页 |
| 3.2.3 The Process of Conceptual Blending | 第26-28页 |
| 3.3 Relevance-Blending Model | 第28-35页 |
| 3.3.1 Relationship between Relevance Theory and Conceptual Blending Theory | 第28-31页 |
| 3.3.1.1 Similarities | 第28-29页 |
| 3.3.1.2 Complementarities | 第29-31页 |
| 3.3.2 Relevance-Blending Model | 第31-35页 |
| 3.4 Summary | 第35-36页 |
| 4 Cognitive Interpreting of Rhetorlcal Devices in PSA Based on Relevance-Blending Model | 第36-61页 |
| 4.1 Public Service Advertising as Ostensive-Inferential Communication | 第36-42页 |
| 4.1.1 Rhetoric as Ostensive Stimulus in PSA | 第36-37页 |
| 4.1.2 Contextual Effect and Optimal Relevane in PSA | 第37-39页 |
| 4.1.3 Explicature and Implicature in PSA | 第39-42页 |
| 4.2 Analysis of Rhetorical Devices in PSA based on Relevance-Blending Model | 第42-59页 |
| 4.2.1 Meaning Construction in Verbal Rhetoric | 第43-53页 |
| 4.2.1.1 Simile(Metaphor)and Analogy | 第44-47页 |
| 4.2.1.2 Irony and Hyperbole | 第47-51页 |
| 4.2.1.3 Pun | 第51-53页 |
| 4.2.2 Meaning Construction in Visual Rhetoric | 第53-59页 |
| 4.2.2.1 Visual Metaphor | 第55-57页 |
| 4.2.2.2 Visual Metonymy | 第57-59页 |
| 4.3 Summary | 第59-61页 |
| 5 Cognitive Factors Affecting the Use of Rhetorical Devices in Chinese PSAs | 第61-71页 |
| 5.1 Social and Cultural Psychological Factors | 第61-66页 |
| 5.1.1 Cultural Psychology of Concreteness | 第61-63页 |
| 5.1.2 Cultural Psychology of Unity of Opposites | 第63页 |
| 5.1.3 Cultural Psychology of Golden Mean and Harmony | 第63-65页 |
| 5.1.4 Cultural Psychology of Implictness | 第65页 |
| 5.1.5 Cultural Psychology of Emphasizing Moral Concepts | 第65-66页 |
| 5.1.6 Cultural Psychology of Advocating Literature and Art | 第66页 |
| 5.2 Individual Psychological Factors | 第66-70页 |
| 5.2.1 Individual Psychological Appeal | 第67-70页 |
| 5.2.1.1 Appeal for Novelty | 第67-68页 |
| 5.2.1.2 Appeal for Knowledge | 第68页 |
| 5.2.1.3 Appeal for Emotion | 第68-69页 |
| 5.2.1.4 Appeal for Aesthetic Perception | 第69-70页 |
| 5.2.2 Personal Characteristics | 第70页 |
| 5.3 Summary | 第70-71页 |
| Conclusion | 第71-74页 |
| Bibliography | 第74-77页 |
| Publications During M.A.Study | 第77-78页 |
| Acknowledgements | 第78-79页 |
