| 摘要 | 第1-6页 |
| Abstract | 第6-8页 |
| Contents | 第8-10页 |
| Chapter 1 Introduction | 第10-12页 |
| ·Research background | 第10页 |
| ·Research purpose and significance | 第10-11页 |
| ·Structure of the thesis | 第11-12页 |
| Chapter 2 Literature Review | 第12-43页 |
| ·Previous studies on advertising | 第12-19页 |
| ·Definiton of advertising | 第12-14页 |
| ·Classification of advertising | 第14-15页 |
| ·Language features of advertising | 第15-19页 |
| ·Previous studies on business advertising | 第19-28页 |
| ·Status of Business Advertising | 第20-22页 |
| ·Functions of metaphors in business advertising | 第22-25页 |
| ·Business advertising and the communication process | 第25-28页 |
| ·Previous studies on metaphor | 第28-34页 |
| ·From the perspective of discourse analysis | 第28-29页 |
| ·From the perspective of pragmatics | 第29-30页 |
| ·From the perspective of style | 第30页 |
| ·Classification of metaphor | 第30-34页 |
| ·Introduction to Relevance Theory | 第34-40页 |
| ·Principles of relevance theory | 第35-36页 |
| ·Context and contextual effects | 第36-37页 |
| ·Implicature | 第37-38页 |
| ·Ostensive-inferential communication | 第38-40页 |
| ·Intercultural Communication | 第40-43页 |
| ·Introduction to Intercultural Communication | 第40-41页 |
| ·Cultural influence on business advertising | 第41-43页 |
| Chapter 3 Research Design | 第43-46页 |
| ·Research purpose and data collection | 第43-45页 |
| ·Methodology for the study | 第45-46页 |
| Chapter 4 Data Analysis and Discussion: A Case Study | 第46-69页 |
| ·Analysis of Metaphors in business advertising | 第46-49页 |
| ·A device leads to weak implicature | 第47-48页 |
| ·Loose talk with efforts | 第48-49页 |
| ·Verbal metaphors in business advertising | 第49-55页 |
| ·Solely verbal metaphors | 第49-52页 |
| ·Verbal metaphors assisted by pictures | 第52-55页 |
| ·Pictorial metaphor in business advertising | 第55-62页 |
| ·Metaphors with one pictorially presented term | 第56-59页 |
| ·Metaphors with two pictorially presented terms | 第59-61页 |
| ·Verbal-pictorial metaphors | 第61-62页 |
| ·Metaphors in business advertising and cognition | 第62-66页 |
| ·Value metaphor and cognition | 第62-63页 |
| ·Moral metaphor and cognition | 第63-65页 |
| ·Comparative metaphor and cognition | 第65-66页 |
| ·Analysis on unsuccessful advertising | 第66-69页 |
| Chapter 5 Conclusion | 第69-71页 |
| ·Major findings | 第69-70页 |
| ·Implications | 第70页 |
| ·Suggestions for future research | 第70-71页 |
| References | 第71-76页 |
| Acknowledgements | 第76-77页 |
| 作者简介 | 第77页 |
