| Acknowledgements | 第1-5页 |
| Abstract(English) | 第5-8页 |
| Abstract(Chinese) | 第8-12页 |
| Chapter One Introduction | 第12-16页 |
| ·Research Objective and Significance | 第12-13页 |
| ·Methodology and Source of Data | 第13-14页 |
| ·Structure of the Paper | 第14-16页 |
| Chapter Two Review of Relevant Literature | 第16-23页 |
| ·Cognitive Linguistics Theory | 第16-19页 |
| ·Cognitive Linguistics and Generative Linguistics | 第16-17页 |
| ·Experiential View within Cognitive Linguistics | 第17-18页 |
| ·Components of Cognitive Linguistics | 第18-19页 |
| ·Instruction to Advertising | 第19-22页 |
| ·Definition and Functions of Advertising | 第19-20页 |
| ·Literature Relevant to Advertising Language | 第20-21页 |
| ·Previous Study of Metaphor in Advertising | 第21-22页 |
| ·Summary | 第22-23页 |
| Chapter Three Metaphor within Cognitive Approach | 第23-35页 |
| ·Essence of Metaphor | 第23-26页 |
| ·An Overview on Coherence and Systematicity of Metaphor | 第26-29页 |
| ·Classification of Conceptual Metaphor | 第29-31页 |
| ·Experiential Basis and Realizations of Conceptual Metaphor | 第31-33页 |
| ·Significance and Cognitive Functions of Conceptual Metaphor | 第33-34页 |
| ·Summary | 第34-35页 |
| Chapter Four Analysis of Conceptual Metaphors in English Advertisements | 第35-63页 |
| ·Structural Metaphors Applied in English Advertisements | 第35-44页 |
| ·Structural Metaphors and Their Cognitive Functions | 第35-40页 |
| ·Creative Metaphors and Their Cognitive Functions | 第40-42页 |
| ·Imaginative Metaphors and Their Cognitive Functions | 第42-44页 |
| ·Summary | 第44页 |
| ·Orientational Metaphors Applied in English Advertisements | 第44-52页 |
| ·Orientational Metaphors and Their Realizations | 第44-46页 |
| ·Image Schema and Their Cognitive Function | 第46-52页 |
| ·Summary | 第52页 |
| ·Ontological Metaphors Applied in English Advertisements | 第52-63页 |
| ·Entity and Substance Metaphors and Their Cognitive Functions | 第52-55页 |
| ·Container Metaphor, Container Schemas and Their Cognitive Functions | 第55-57页 |
| ·Personification Metaphors and Their Cognitive Functions | 第57-59页 |
| ·Ontological Metaphors as Structural Metaphors and Their Cognitive Functions | 第59-61页 |
| ·Summary | 第61-63页 |
| Chapter Five Concluding Remarks | 第63-65页 |
| ·Summary of the Research and the Findings | 第63-64页 |
| ·Limitations and Recommendations for Future Study | 第64-65页 |
| Bibliography | 第65-68页 |
