| Abstract | 第1-9页 |
| 摘要 | 第9-11页 |
| Chapter One Introduction | 第11-17页 |
| ·Objectives and Significance of This Study | 第11-12页 |
| ·Some Notions of Public Service Advertisement | 第12-13页 |
| ·Some Notions of Novel Metaphor | 第13-15页 |
| ·The Definition of Novel Metaphor | 第13-14页 |
| ·The Criterion of Novel Metaphor | 第14-15页 |
| ·Research Methodology | 第15页 |
| ·Layout of This Thesis | 第15-17页 |
| Chapter Two Literature Review | 第17-27页 |
| ·Previous Studies of Metaphor | 第17-21页 |
| ·The Cognitive Approach to Metaphor | 第17-20页 |
| ·Sperber and Wilson’s Relevance Theory and Metaphor | 第20-21页 |
| ·Previous Studies of Metaphor in Advertisements | 第21-23页 |
| ·The Metaphor Study of Advertisements Abroad | 第21-23页 |
| ·The Metaphor Study of Advertisements At Home | 第23页 |
| ·Previous Studies in PSA | 第23-27页 |
| Chapter Three Theoretical Framework | 第27-37页 |
| ·Relevance and Optimal Relevance | 第27-29页 |
| ·Relevance | 第27-28页 |
| ·Optimal Relevance | 第28-29页 |
| ·Cognitive Environment and Mutual Manifest | 第29-32页 |
| ·Cognitive Environment | 第29-30页 |
| ·Contextual Effects | 第30-31页 |
| ·Mutual Manifest | 第31-32页 |
| ·Ostensive-Inferential Communication | 第32-33页 |
| ·Explicature and Implicature | 第33-34页 |
| ·Explicature | 第33页 |
| ·Implicature | 第33-34页 |
| ·A Supplement Theory: Conceptual Blending Theory | 第34-37页 |
| Chapter Four Understanding Novel Metaphors in PSA | 第37-69页 |
| ·Ostensive-Inferential Processes to Understand Novel Metaphor in PSA | 第37-52页 |
| ·Ostension in PSA | 第37-47页 |
| ·Inference in PSA | 第47-52页 |
| ·Identification of exlicatures | 第52-55页 |
| ·Construction of Contextual Assumptions to Understand Novel Metaphor inPSA | 第55-61页 |
| ·Context is Dynamic | 第55-57页 |
| ·Constraints of Contextual construction | 第57-61页 |
| ·Constructing of Implicature to Understand Novel Metaphor in PSA | 第61-69页 |
| ·Implicature Recovery Involves Non-Demonstrative References | 第63页 |
| ·Implicature Recovery Involves Non-Demonstrative References, ConsistentWith the Principle of Relevance | 第63-64页 |
| ·Reconstructing Emergent Structure | 第64-67页 |
| ·Interaction Between Tenor and Vehicle; Advertisers and Audiences | 第67-69页 |
| Chapter Five Conclusion | 第69-72页 |
| ·Major Findings | 第69页 |
| ·Implications of the Study | 第69-71页 |
| ·Limitations of the Study | 第71页 |
| ·Suggestions for Future Research | 第71-72页 |
| References | 第72-75页 |
| Appendix 1 | 第75-77页 |
| Appendix 2 | 第77-81页 |
| Acknowledgements | 第81-82页 |
