| Chapter 1 Introduction | 第1-14页 |
| Chapter 2 A Theoretical Overview of Studies on Genre | 第14-22页 |
| 2．1 Definition of Genre | 第14-17页 |
| 2．2 Properties of Genre | 第17-19页 |
| 2．3 Theoretical Model | 第19-20页 |
| 2．4 Previous Study on Print Advertising Genre | 第20-22页 |
| Chapter 3 A Theoretical Overview of Studies on Metaphor | 第22-29页 |
| 3．1 Traditional View on Metaphor | 第22-23页 |
| 3．2 Constructivism vs． Non-constructivism | 第23-25页 |
| 3．3 Halliday's Theory of Grammatical Metaphor | 第25-29页 |
| 3．3．1 Significance of the Theory of Grammatical Metaphor | 第25-27页 |
| 3．3．2 Congruence vs． Metaphor | 第27-29页 |
| Chapter 4 Analyses of Two Instances of Print Advertising Genre | 第29-44页 |
| 4．1 Analysis of Instance A of Print Advertising Genre | 第29-37页 |
| 4．1．1 From the Perspective of Move Structure | 第32-34页 |
| 4．1．2 From the Perspective of Stylistics | 第34-35页 |
| 4．1．3 From the Perspective of Speech Act | 第35-37页 |
| 4．2 Analysis of Instance B of Print Advertising Genre | 第37-42页 |
| 4．2．1 From the Perspective of Move Structure | 第40-41页 |
| 4．2．2 From the Perspective of Speech Act | 第41-42页 |
| 4．3 Non-Prototypical Realization of Print Advertising Genre | 第42-44页 |
| Chapter 5 Metaphorical Realization of Non-prototypical Instances of Print Advertising Genre | 第44-52页 |
| 5．1 Metaphorical Realization of Non-prototypical Instances of Print Advertising Genre | 第44-47页 |
| 5．2 Universality of Metaphorical Realization of Non-prototypical Instances of Print Advertising Genre | 第47-49页 |
| 5．3 Functions of Metaphorical Realization of Non-prototypical Instances of Print Advertising Genre | 第49-50页 |
| 5．4 Dynamicness of Metaphorical Realization of Non-prototypical Instances of Print Advertising Genre | 第50-52页 |
| Chapter 6 Conclusion | 第52-54页 |
| Bibliography | 第54-56页 |
| Appendix | 第56-57页 |
