| 中文摘要 | 第1-6页 |
| Abstract in English | 第6-10页 |
| List of Figures | 第10-11页 |
| Chapter one Introduction | 第11-15页 |
| ·Background of the Study | 第11-12页 |
| ·Purpose of the Study | 第12-13页 |
| ·Significance of the Study | 第13页 |
| ·Organization of the Thesis | 第13-15页 |
| Chapter Two Literature Review | 第15-19页 |
| ·Studies of Public Service Advertising | 第15-16页 |
| ·Studies of Public Service Advertising Abroad | 第15-16页 |
| ·Studies of Public Service Advertising in China | 第16页 |
| ·Studies of Metaphor in Public Service Advertising | 第16-19页 |
| ·Studies of Metaphor in Public Service Advertising Abroad | 第17页 |
| ·Studies of Metaphor in Public Service Advertising in China | 第17-19页 |
| Chapter Three Theoretical Foundations and Research Methodology | 第19-26页 |
| ·Embodied Philosophy | 第19-20页 |
| ·Cognitive Linguistics | 第20-24页 |
| ·Conceptual Metaphor Theory | 第20页 |
| ·Multimodal Metaphor Theory | 第20-21页 |
| ·Figure-Ground Theory | 第21-22页 |
| ·Iconicity Theory | 第22-23页 |
| ·Conceptual Integration Theory | 第23-24页 |
| ·Research Methodology | 第24-26页 |
| Chapter Four Multimodal Metaphors from the Figure-Ground Perspective | 第26-35页 |
| ·Introduction to the Five Sample Public Service Advertisements | 第26-28页 |
| ·Characteristics of the Source Domains and the Target Domains | 第28-31页 |
| ·Analysis of Metaphors from the Figure-Ground Perspective | 第31-33页 |
| ·Summary | 第33-35页 |
| Chapter Five Multimodal Metaphors from the Iconicity Perspective | 第35-44页 |
| ·Introduction to the Five Sample Public Service Advertisements | 第35-37页 |
| ·Analysis of Metaphors from the Iconicity Perspective | 第37-43页 |
| ·Summary | 第43-44页 |
| Chapter Six Multimodal Metaphors from the Conceptual Integration Perspective | 第44-51页 |
| ·Introduction to the Five Sample Public Service Advertisements | 第44-46页 |
| ·Analysis of Metaphors from the Conceptual Integration Perspective | 第46-50页 |
| ·Summary | 第50-51页 |
| Chapter Seven Conclusion | 第51-55页 |
| ·Main Findings | 第51-52页 |
| ·Discussion | 第52-54页 |
| ·Limitations | 第54页 |
| ·Suggestions for Further Researches | 第54-55页 |
| Bibliography | 第55-58页 |
| Appendices | 第58-82页 |
| Acknowledgements | 第82-83页 |
