| 摘要 | 第1-5页 |
| Abstract | 第5-7页 |
| Acknowledgement | 第7-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Rationale | 第10-11页 |
| ·Objectives of the Study | 第11-12页 |
| ·Methodology and Data of the Study | 第12页 |
| ·Organization of the Thesis | 第12-13页 |
| Chapter Two Literature Review | 第13-29页 |
| ·Introduction | 第13页 |
| ·Background Knowledge of Advertising | 第13-15页 |
| ·Functions of Advertising | 第13-14页 |
| ·Purposes of Advertising | 第14页 |
| ·Different Types of Advertising | 第14-15页 |
| ·The Language of Advertising | 第15页 |
| ·Researches on Metaphor | 第15-23页 |
| ·Metaphor Studies in the West | 第16-21页 |
| ·The Rhetoric Study of Metaphor | 第16-18页 |
| ·The Pragmatic Approach | 第18-19页 |
| ·The Cognitive Study of Metaphor | 第19-21页 |
| ·Metaphor Studies in China | 第21-23页 |
| ·Study of Metaphors in Advertising | 第23-26页 |
| ·Theoretical Views on the Study of Metaphors in Advertising | 第23-25页 |
| ·The Cognitive Functions of Metaphor in Advertising | 第25-26页 |
| ·Limitations of the Previous Studies | 第26-28页 |
| ·Summary | 第28-29页 |
| Chapter Three Theoretical Framework | 第29-44页 |
| ·Introduction | 第29页 |
| ·Conceptual Blending Theory | 第29-37页 |
| ·The Network Model of Conceptual Blending Theory | 第30-34页 |
| ·Conceptual Blending Sub-networks | 第34-37页 |
| ·The Defects of Conceptual Blending Theory | 第37-38页 |
| ·Wang’s Modified Framework for the Present Study | 第38-43页 |
| ·The Necessity to Modify Fauconnier’s CBT Model | 第38-39页 |
| ·Wang’s Modified Model and its Explanatory Power to Metaphors | 第39-41页 |
| ·Three Factors Influencing the Meaning Construction of Metaphors in Advertising | 第41-43页 |
| ·Summary | 第43-44页 |
| Chapter Four Case Study of Metaphors in Advertising | 第44-59页 |
| ·Introduction | 第44页 |
| ·Case Analysis of Simplex Network | 第44-47页 |
| ·Case Analysis of Mirror Network | 第47-50页 |
| ·Case Analysis of Single-scope Network | 第50-53页 |
| ·Case Analysis of Double-scope Network | 第53-56页 |
| ·The Particularity of Metaphors in Advertising Discourses | 第56-58页 |
| ·From the Aspect of Advertising Functions and Purposes | 第57页 |
| ·From the Aspect of Advertising Language | 第57-58页 |
| ·Summary | 第58-59页 |
| Chapter Five Conclusion | 第59-63页 |
| ·Summary and Major Findings of the Research | 第59-60页 |
| ·Limitations of the Research | 第60-61页 |
| ·Suggestions for Further Study | 第61-63页 |
| References | 第63-65页 |
