| 摘要 | 第1-4页 |
| Abstract | 第4-7页 |
| Chapter One Introduction | 第7-11页 |
| ·Background for the study | 第7-8页 |
| ·Motivations and aims of the present study | 第8-9页 |
| ·Layout and scope of the study | 第9-11页 |
| Chapter Two Review of Metaphor Studies Abroad and at Home | 第11-19页 |
| ·Traditional approaches to metaphor abroad | 第11-15页 |
| ·The comparison theory | 第11-12页 |
| ·The substitution theory | 第12-14页 |
| ·The interaction theory | 第14-15页 |
| ·New approaches to metaphor | 第15-17页 |
| ·Conceptual metaphor theory | 第16页 |
| ·Blending theory | 第16-17页 |
| ·Reviews of metaphor studies in China | 第17-19页 |
| Chapter Three Conceptual Metaphor Theory and Blending Theory | 第19-31页 |
| ·Conceptual metaphor theory | 第19-26页 |
| ·The definition of conceptual metaphor | 第19-20页 |
| ·The classification of conceptual metaphor | 第20-22页 |
| ·The characteristics of conceptual metaphor | 第22-24页 |
| ·The working mechanism of conceptual metaphor | 第24-26页 |
| ·Source domain and target domain | 第24页 |
| ·Experience basis | 第24-25页 |
| ·Cross-domain mapping | 第25-26页 |
| ·Blending theory | 第26-31页 |
| ·Mental spaces | 第27页 |
| ·Conceptual integration network | 第27-31页 |
| ·Mapping | 第28页 |
| ·Projection | 第28页 |
| ·Emergent structure construction | 第28-31页 |
| Chapter Four Analysis of Metaphors in English and Chinese Advertisements | 第31-57页 |
| ·Advertisements | 第31-33页 |
| ·Definition and classification of advertisements | 第31-32页 |
| ·Functions and characteristics of advertisements | 第32-33页 |
| ·Structural metaphors applied in English and Chinese advertisements | 第33-37页 |
| ·Structural metaphors applied in English advertisements and their cognitive functions | 第33-35页 |
| ·Structural metaphors applied in Chinese advertisements and their cognitive functions | 第35-37页 |
| ·Summary | 第37页 |
| ·Ontological metaphors applied in English and Chinese advertisements | 第37-43页 |
| ·Entity and substance metaphors and their cognitive functions in advertisements | 第38-40页 |
| ·Container metaphors and their cognitive functions in advertisements | 第40-41页 |
| ·Personification metaphors and their cognitive functions in advertisements | 第41-43页 |
| ·Summary | 第43页 |
| ·Orientational metaphors applied in English and Chinese advertisements | 第43-48页 |
| ·Orientational metaphors of quantity, state, social hierarchy and time applied in advertisements | 第44-47页 |
| ·Analysis of an example | 第47页 |
| ·Summary | 第47-48页 |
| ·Novel metaphors applied in English and Chinese advertisements | 第48-57页 |
| ·Motivations for applying blending theory to analysis of novel metaphors in advertisements | 第48-49页 |
| ·Analysis of examples | 第49-57页 |
| ·An English advertisement | 第49-53页 |
| ·A Chinese advertisement | 第53-57页 |
| Chapter Five Analysis of Similarities and Differences between Metaphors in English and Chinese Advertisements | 第57-63页 |
| ·Culture and metaphor | 第57页 |
| ·Similarities | 第57-58页 |
| ·Differences | 第58-63页 |
| Chapter Six Conclusion | 第63-67页 |
| ·General summary | 第63页 |
| ·Findings of the study | 第63-64页 |
| ·Limitations and suggestions for further research | 第64-67页 |
| Acknowledgements | 第67-69页 |
| Bibliography | 第69-73页 |
| Publications | 第73-74页 |
