| Acknowledgements | 第1-5页 |
| ABSTRACT | 第5-7页 |
| 摘要 | 第7-10页 |
| Chapter One Introduction | 第10-14页 |
| ·Background of the Research | 第10-11页 |
| ·Objectives of the Present Study | 第11-12页 |
| ·Significance of the Research | 第12-13页 |
| ·Organization of the Research | 第13-14页 |
| Chapter Two Literature Review | 第14-26页 |
| ·Previous Accounts of Metonymy | 第14-19页 |
| ·The Classical Views on Metonymy | 第14-15页 |
| ·The Cognitive Views on Metonymy | 第15-16页 |
| ·Panther and Thornburg's Theory of Speech Act Metonymy | 第16-19页 |
| ·Searle's Speech Act Theory | 第19-22页 |
| ·Brown and Levinson's Politeness Theory | 第22-24页 |
| ·Previous Linguistic Studies on Advertisement | 第24-25页 |
| ·Summary | 第25-26页 |
| Chapter Three Theoretical Framework | 第26-30页 |
| ·Persuasive Nature of Advertisement | 第26页 |
| ·Application of Panther and Thornburg's Scenario Theory to the Construction of Persuasion Scenario | 第26-28页 |
| ·Application of Panther and Thornburg's Scenario Theory to the Construction of Ad Scenario | 第28-30页 |
| Chapter Four Research Methodology | 第30-42页 |
| ·Data Collection | 第30页 |
| ·Research Questions | 第30-31页 |
| ·Data Analysis | 第31-42页 |
| ·Data Classification | 第31-33页 |
| ·Statistical Description of the Data | 第33-35页 |
| ·Discussion of Statistical Results | 第35-42页 |
| Chapter Five Discussion of the Reasons for Differences and Similarities in theUse of Speech Act Metonymy between Chinese and English Ads | 第42-54页 |
| ·Politeness Principle Underlying Both Chinese and English Ads | 第42-49页 |
| ·Cultural Differences Underlying Chinese and English Ads | 第49-54页 |
| Chapter Six Comparison of the Working Mechanisms in Handling IndirectSpeech Act between the Two Theories | 第54-61页 |
| ·Working Mechanism of Panther and Thornburg's Scenario Theory in Inferring Indirect Speech Act | 第54-57页 |
| ·Working Mechanism of Searle's Speech Act Theory in Inferring Indirect Speech Act | 第57-59页 |
| ·Some Comments on the Rationale of the two Theoretical Frameworks | 第59-61页 |
| Chapter Seven Conclusion | 第61-64页 |
| ·Main Findings of the Research | 第61-62页 |
| ·Summary of the Research | 第62页 |
| ·Limitations of this Research and Suggestions for Future Research | 第62-64页 |
| References | 第64-67页 |
| Appendix | 第67-75页 |
| 攻读硕士期间发表的论文 | 第75页 |
