| 摘要 | 第1-5页 |
| Abstract | 第5-11页 |
| Chapter One Introduction | 第11-16页 |
| ·A General Description of the Thesis | 第11-12页 |
| ·Language Data and Research Methodology | 第12-15页 |
| ·Language Data and Data Analysis | 第12-13页 |
| ·Research Methodology | 第13-15页 |
| ·The Overall Structure of the Thesis | 第15-16页 |
| Chapter Two A General Study of Advertising | 第16-27页 |
| ·Functions of Advertising | 第16-18页 |
| ·Definition of Advertising | 第16-17页 |
| ·Functions of Advertising | 第17-18页 |
| ·Functions of Language in Advertising | 第18-23页 |
| ·What Is Advertising Language | 第19-20页 |
| ·Communication and the Functions of Metaphor in Advertising | 第20-23页 |
| ·A Review of Previous Studies on Advertising Language | 第23-27页 |
| Chapter Three Literature Review | 第27-47页 |
| ·A Literature Review of the Study of Metaphor | 第27-39页 |
| ·Definition of Metaphor | 第28-30页 |
| ·Literature Review of Metaphor | 第30-39页 |
| ·The Lexical or Rhetorical Study of Metaphor | 第30-32页 |
| ·The Roman Thinkers’Approach: The Substitution Theory | 第32-33页 |
| ·Interaction Theory: Metaphor as an Interaction | 第33-35页 |
| ·The Pragmatic Approach: Metaphor as a Special Speech Act | 第35-37页 |
| ·The Cognitive Approach to Metaphor | 第37-38页 |
| ·The Studies of Metaphor in China | 第38-39页 |
| ·A Brief Introduction to Speech Act Theory | 第39-47页 |
| ·Austin’s Initiation of Speech Act Theory | 第40-43页 |
| ·Searle’s revision and systematization of Speech Act Theory | 第43-47页 |
| Chapter Four Persuasive Analysis of Metaphor in Advertising | 第47-64页 |
| ·Persuasion and Speech Act Theory | 第47-49页 |
| ·Using Metaphor as a Speech Act | 第49-51页 |
| ·Metaphor Recognition | 第51-54页 |
| ·Interpreting Principles | 第54-57页 |
| ·The Identification of the Four Levels of Metaphor | 第57-58页 |
| ·The Realization of the Perlocutionary Effect of Metaphor | 第58-64页 |
| Chapter Five Conclusion | 第64-66页 |
| Bibliography | 第66-70页 |
| Acknowledgement | 第70页 |
