| Acknowledgements | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-11页 |
| Chapter One INTRODUCTION | 第11-16页 |
| 1.1 Research Background | 第11-13页 |
| 1.2 Research Purpose and Significance | 第13-14页 |
| 1.3 Research Questions, Methodology and Source of Data | 第14-15页 |
| 1.4 Thesis Structure | 第15-16页 |
| Chapter Two AN OVERVIEW ON METAPHOR AND ADVERTISING | 第16-35页 |
| 2.1 A Literature Review of Metaphor | 第16-22页 |
| 2.1.1 The Study of Metaphor in Rhetorics | 第16-17页 |
| 2.1.2 The Study of Metaphor in Semantics | 第17-19页 |
| 2.1.3 The Study of Metaphor in Pragmatics | 第19-20页 |
| 2.1.4 The Study of Metaphor in Cognition | 第20-22页 |
| 2.2 A Literature Review of Advertising | 第22-35页 |
| 2.2.1 The Classification of Advertising | 第23-24页 |
| 2.2.2 Definition of Commercial Advertising | 第24-25页 |
| 2.2.3 Classification of Commercial Advertising in Research | 第25-26页 |
| 2.2.4 The Characteristics and Functions of Commercial Advertising | 第26-27页 |
| 2.2.5 Previous Study on Commercial Advertising | 第27-32页 |
| 2.2.6 Previous Study of Metaphors in Commercial Advertising | 第32-35页 |
| Chapter Three THE THEORETICAL BASIS | 第35-47页 |
| 3.1 Definition of Conceptual Metaphor | 第35-36页 |
| 3.2 Four Elements of Conceptual Metaphor | 第36-42页 |
| 3.2.1 Source Domain and Target Domain | 第36-38页 |
| 3.2.2 Mapping Mechanism | 第38-41页 |
| 3.2.3 Experiential Basis | 第41-42页 |
| 3.3 Coherence and Systematicity of Conceptual Metaphor | 第42-44页 |
| 3.4 Classification of Conceptual Metaphor | 第44-47页 |
| 3.4.1 Structural Metaphor | 第44-45页 |
| 3.4.2 Ontological Metaphor | 第45页 |
| 3.4.3 Orientational Metaphor | 第45-47页 |
| Chapter Four THE ANALYSIS OF CONCEPTUAL METAPHORSAPPLIED IN ENGLISH COMMERCIAL ADVERTISEMENTS | 第47-65页 |
| 4.1 Structural Metaphor Applied in English Commercial Advertisements | 第47-53页 |
| 4.1.1 Structural Metaphor in Verbal Commercial Advertisements | 第47-50页 |
| 4.1.2 Structural Metaphor in Pictorial Commercial Advertisements | 第50-53页 |
| 4.1.3 Summary | 第53页 |
| 4.2 Orientational Metaphor Applied in English Commercial Advertisements434.2.1 Orientational Metaphor in Verbal Commercial Advertisements | 第53-59页 |
| 4.2.1 Orientational Metaphor in Verbal Commercial Advertisements | 第54-57页 |
| 4.2.2 Orientational Metaphor in Pictorial Commercial Advertisements | 第57-59页 |
| 4.2.3 Summary | 第59页 |
| 4.3 Ontological Metaphor Applied in English Commercial Advertisements 494.3.1 Ontological Metaphor in Verbal Commercial Advertisements | 第59-65页 |
| 4.3.1 Ontological Metaphor in Verbal Commercial Advertisements | 第60-62页 |
| 4.3.2 Ontological Metaphor in Pictorial Commercial Advertisements | 第62-64页 |
| 4.3.3 Summary | 第64-65页 |
| Chapter Five CONCLUSION | 第65-68页 |
| 5.1 Major Findings of the Study | 第65-66页 |
| 5.2 Limitations and Suggestions | 第66-68页 |
| Bibliography | 第68-70页 |
