| ACKNOWLEDGEMENTS | 第1-5页 |
| 摘要 | 第5-8页 |
| ABSTRACT | 第8-12页 |
| TABLE OF CONTENTS | 第12-15页 |
| LIST OF TABLES | 第15-16页 |
| LIST OF FIGURES | 第16-17页 |
| Chapter One INTRODUCTION | 第17-21页 |
| ·Research Background | 第17-18页 |
| ·Significance of the Study | 第18页 |
| ·Research Method | 第18-21页 |
| ·Research Questions | 第18-19页 |
| ·Research Method | 第19页 |
| ·Data Resources | 第19-21页 |
| Chapter Two LITERATURE REVIEW | 第21-31页 |
| ·The Study on Advertising Language | 第21-25页 |
| ·Definition of Advertising and Public Service Advertising | 第22-23页 |
| ·Advertising Language Defined in this Thesis | 第23-24页 |
| ·The Nature of Public Service Advertisements | 第24-25页 |
| ·Categories of Public Service Advertisements | 第25页 |
| ·The Study on Metaphor and its Application in Advertisements | 第25-27页 |
| ·The Study on Persuasion and Persuasion Theories | 第27-31页 |
| ·The Definition of Persuasion | 第27-28页 |
| ·The Development of Persuasion Theories | 第28-31页 |
| Chapter Three THEORETICAL FRAMEWORK | 第31-37页 |
| ·Theoretical Support | 第31-35页 |
| ·Austin’s Speech Act Theory | 第31页 |
| ·Halliday’s Systematic Functional Grammar | 第31-33页 |
| ·Halliday’s Register Theory | 第33-34页 |
| ·Fauconnier’s Conceptual Blending Theory | 第34-35页 |
| ·Theoretical Framework of the Present Study | 第35-37页 |
| Chapter Four METAPHORICAL PERSUASION | 第37-65页 |
| ·Classifications of Persuasion | 第37-40页 |
| ·Rational Persuasion in Public Service Advertising Language | 第37-39页 |
| ·Emotional Persuasion in Public Service Advertising Language | 第39-40页 |
| ·Linguistic Features of Rational Persuasion and Emotional Persuasion in Public Service Advertising Language | 第40-43页 |
| ·Analysis Framework of Chapter Four | 第40-41页 |
| ·Case Studies of Rational Persuasion in Public Service Advertising | 第41-42页 |
| ·Case Studies of Emotional Persuasion in Public Service Advertising Language | 第42-43页 |
| ·The Linguistic Differences between Rational Persuasion and Emotional Persuasion in Public Service Advertisements | 第43-45页 |
| ·The Interactive Relationship between Literal Metaphor and Pictorial Metaphor in Public Service Advertisements | 第45-47页 |
| ·The Achievement of Interpersonal Meta-function of Pictorial Language in Public Service Advertisements | 第47页 |
| ·Metaphor and Similarity | 第47-51页 |
| ·Similarity-based Metaphor and Metaphor-created Similarity | 第47-48页 |
| ·Similarity Categorizations of the Generic Structure in the CBT Framework | 第48-49页 |
| ·A Cognitive Analysis of the Interactive Relationship between Metaphor and Similarity | 第49-51页 |
| ·The Cognitive Function of Human Brain | 第49页 |
| ·Embodied Experience—the Node of the Relationship between Metaphor and Similarity | 第49-50页 |
| ·Cognitive Prominence—An Effective Way to Balance Similarity and Dissimilarity in a Metaphor | 第50-51页 |
| ·The Interactive Relationship between Metaphor and Similarity | 第51页 |
| ·The Working Mechanism of Metaphorical Persuasion | 第51-65页 |
| ·The Similarity-Motivated Persuasion | 第51-52页 |
| ·The Categorizations of Similarity-Motivated Persuasion | 第52页 |
| ·Case Studies of Metaphorical Persuasion in Public Service Advertisements | 第52-65页 |
| Chapter Five CONCLUSIONS AND LIMITATIONS | 第65-67页 |
| ·Conclusions | 第65-66页 |
| ·Limitations | 第66-67页 |
| REFERENCES | 第67-73页 |
| 附录：作者在攻读硕士学位期间发表的论文 | 第73页 |
