| Abstract | 第4页 |
| 摘要 | 第5-8页 |
| 1. Introduction | 第8-11页 |
| 1.1 Significance and Objectives of the Study | 第8-9页 |
| 1.2 Research Methodology and Data of the Study of the Study | 第9页 |
| 1.3 Structure of the Paper | 第9-11页 |
| 2. Literature Review | 第11-20页 |
| 2.1Various Approaches to Advertising Study | 第11-13页 |
| 2.2 Background Knowledge of Advertising Language | 第13-16页 |
| 2.2.1 Purposes and Functions of advertising | 第13页 |
| 2.2.2 The Classification of advertising | 第13-14页 |
| 2.2.3 The Language of Advertising | 第14-15页 |
| 2.2.4 Characteristic of Advertising Language | 第15-16页 |
| 2.3 Various Approaches to Metaphor Study | 第16-19页 |
| 2.3.1 Metaphor Studies Abroad | 第16-18页 |
| 2.3.2 Metaphor Studies at Home | 第18-19页 |
| 2.4 Limitations of the Previous Studies | 第19-20页 |
| 3. Mental Spaces and Conceptual Blending Theory in Advertising Language | 第20-26页 |
| 3.1 Conceptual Blending Theory | 第20-22页 |
| 3.1.1 The network model of conceptual blending theory | 第20-22页 |
| 3.1.2 Optimality Principles | 第22页 |
| 3.2 The Construction of Meaning in Language | 第22-23页 |
| 3.3 Comparison of Conceptual Metaphor and Conceptual Blending | 第23-26页 |
| 4. Case Studies of Metaphors in Advertising Language | 第26-42页 |
| 4.1 Case Study by Fauconnier and Turner | 第26-27页 |
| 4.2 Case Analyses | 第27-34页 |
| 4.2.1 Case Analysis via Simplex Network | 第27-28页 |
| 4.2.2 Case Analysis via Mirror Network | 第28-31页 |
| 4.2.3 Case Analysis via Single-scope Network | 第31-32页 |
| 4.2.4 Case Analysis via Double-scope Network | 第32-34页 |
| 4.3 The Particularities of Metaphors in Advertising language | 第34-39页 |
| 4.3.1 The Aspect of Selectivity | 第34-35页 |
| 4.3.2 The Aspect of Similarity | 第35-36页 |
| 4.3.3 The Aspect of Economy | 第36-39页 |
| 4.4 Results from an Interview | 第39-42页 |
| 5. Conclusion | 第42-44页 |
| 5.1 Major Findings of the Study | 第42-43页 |
| 5.2 Limitations of the Research | 第43页 |
| 5.3 Suggestions for Further Study | 第43-44页 |
| References | 第44-47页 |
| Appendix | 第47-48页 |
| Acknowledgement | 第48页 |
