| Abstract | 第1-5页 |
| 摘要 | 第5-9页 |
| l Introduction | 第9-12页 |
| ·Background of the Study | 第9-10页 |
| ·Purpose and Significance of the Study | 第10-11页 |
| ·Outline of the Thesis | 第11-12页 |
| 2 Literature Review | 第12-24页 |
| ·Reviews on Public Service Advertisings | 第12-17页 |
| ·Definitions of PSA | 第12-14页 |
| ·Characteristics and Classification of PSA | 第14-15页 |
| ·Functions of PSA | 第15页 |
| ·PSA and Environmental Protection | 第15-16页 |
| ·Previous Studies on Pro-environmental PSA | 第16-17页 |
| ·Researches on Metaphor | 第17-24页 |
| ·Researches on Metaphor Abroad | 第18-21页 |
| ·Researches on Metaphor at Home | 第21-23页 |
| ·Summary | 第23-24页 |
| 3 Theoretical Framework | 第24-34页 |
| ·Conceptual Metaphor Theory | 第24-29页 |
| ·The Nature of Metaphor | 第24-25页 |
| ·The Philosophical Basis of Conceptual Metaphor-Experientialism | 第25-26页 |
| ·Classification of Metaphor | 第26-27页 |
| ·Characteristics of Conceptual Metaphor | 第27-29页 |
| ·Cognitive Functions of Metaphor | 第29页 |
| ·Conceptual Blending Theory | 第29-32页 |
| ·The Nature of Blending | 第30-31页 |
| ·The Working Mechanism of Blending | 第31-32页 |
| ·Comments on CMT and CBT | 第32-34页 |
| 4 Contrastive Analysis of Metaphors in English and Chinese Pro-environmental PSAs | 第34-61页 |
| ·Research Methodology | 第34页 |
| ·Data Collection | 第34-37页 |
| ·English and Chinese Data | 第35页 |
| ·Criteria of Metaphor Identification and Classification | 第35-37页 |
| ·Analysis of Static Metaphors Based on CMT | 第37-55页 |
| ·Conceptual Metaphors in English Pro-environmental PSAs | 第37-46页 |
| ·Conceptual Metaphors in Chinese Pro-environmental PSAs | 第46-50页 |
| ·Comparison of Conceptual Metaphors between English and Chinese Pro-environmental PSAs | 第50-55页 |
| ·Analysis of Dynamic Metaphors Based on CBT | 第55-61页 |
| ·Pictorial Metaphors in English Pro-environmental PSAs | 第56-58页 |
| ·Pictorial Metaphors in Chinese Pro-environmental PSAs | 第58-60页 |
| ·Comparison of Pictorial Metaphors between English and Chinese Pro-environmental PSAs | 第60-61页 |
| 5 Conclusion | 第61-65页 |
| ·Major Findings of the Study | 第61-62页 |
| ·Causes of the Similarities and Differences | 第62-63页 |
| ·Causes of the Similarities | 第62-63页 |
| ·Causes of the Differences | 第63页 |
| ·Limitations and Suggestions for Further Study | 第63-65页 |
| Bibliography | 第65-68页 |
| Acknowledgements | 第68-69页 |
| 攻读硕士学位期间发表的论文 | 第69-72页 |
| 附录1 | 第72-79页 |
| 附录2 | 第79-82页 |
