| 摘要 | 第5-6页 |
| Abstract | 第6页 |
| Chapter 1 Introduction | 第11-15页 |
| 1.1 Research Background and Research Questions | 第11-12页 |
| 1.2 Significance of the Study | 第12页 |
| 1.3 Research Object and Data Collection | 第12-13页 |
| 1.4 Organization of Thesis | 第13-15页 |
| Chapter 2 Literature Review | 第15-25页 |
| 2.1 Studies on the Classification and Description of Chinese Idioms' Variants inAdvertising and Their Inadequacies | 第15-19页 |
| 2.1.1 Definition of the Chinese Idioms' Variants | 第16页 |
| 2.1.2 Categorization and Description of the Chinese Idioms' Variants | 第16-19页 |
| 2.2 Studies on the Interpretation of Chinese Idioms' Variants in Advertising fromCognitive View and Their Inadequacies | 第19-23页 |
| 2.2.1 Conceptual Integration Theory on Variants of Chinese Idioms | 第19-21页 |
| 2.2.2 Figure-ground Study on Variants of Chinese Idioms | 第21-22页 |
| 2.2.3 Construction Grammar Study on Variants of Chinese Idioms | 第22-23页 |
| 2.3 Summary | 第23-25页 |
| Chapter 3 Construction Grammar | 第25-33页 |
| 3.1 Five Variants of Construction Grammar | 第25-26页 |
| 3.2 Features of Construction Grammar | 第26-31页 |
| 3.2.1 Gestalt | 第26-29页 |
| 3.2.2 Inheritance | 第29页 |
| 3.2.3 Iconicity | 第29-30页 |
| 3.2.4 Constructional Meaning | 第30-31页 |
| 3.3 Summary | 第31-33页 |
| Chapter 4 Cognitive Psychological Process of Chinese Idioms' Variants | 第33-41页 |
| 4.1 Categories and Characteristics of Chinese Idioms' Variants | 第33-37页 |
| 4.2 Cognitive Psychological Process of Chinese Idioms' Variants | 第37-39页 |
| 4.2.1 The Constructional Meaning of the Original Idioms | 第37-38页 |
| 4.2.2 Cognitive Psychological Process of understanding Chinese Idioms'Variants | 第38-39页 |
| 4.3 Summary | 第39-41页 |
| Chapter 5 Acceptability Constraints of Chinese Idioms' Variants | 第41-56页 |
| 5.1 Two Main Factors Affect the Acceptability of Chinese Idioms' Variants: theCoercing Operator and the Coerced Element | 第41-53页 |
| 5.1.1 Analysis of the Coercing Operator Based on Linguistic Data | 第42-47页 |
| 5.1.2 Analysis of the Coerced Element Based on Linguistic Data | 第47-53页 |
| 5.2 Further Verification by a Questionnaire-based Empirical Survey | 第53-55页 |
| 5.3 Summary | 第55-56页 |
| Conclusion | 第56-59页 |
| References | 第59-63页 |
| Appendix A 攻读学位期间发表的学位论文 | 第63-64页 |
| Appendix B 广告中成语变体的可接受度问卷调查表 | 第64-66页 |
| Appendix C 详细中文摘要 | 第66-71页 |
| Acknowledgements | 第71页 |
