| Acknowledgements | 第1-4页 |
| Abstract （In Both Chinese and English） | 第4-10页 |
| Chapte 1 Introduction | 第10-20页 |
| 1．1 An Introduction to Advertising | 第10-13页 |
| 1．1．1 The Classification of Advertising | 第10-11页 |
| 1．1．2 The Language of Advertising | 第11-13页 |
| 1．2 Literature Review of Metaphor | 第13-20页 |
| 1．2．1 The Lexical Study of Metaphor | 第14-15页 |
| 1．2．2 The Semantic Study of Metaphor | 第15-16页 |
| 1．2．3 The Grammatical Study of Metaphor | 第16-17页 |
| 1．2．4 The Pragmatic Study of Metaphor | 第17-20页 |
| Chapter 2 The Implicature of Metaphor | 第20-39页 |
| 2．1 Metaphor and Grice's Conversational Implicature | 第20-26页 |
| 2．1．1 Grice's Conversational Implicature | 第20-23页 |
| 2．1．2 Metaphor as the Violation of CP | 第23-26页 |
| 2．2 A Relevance-Based Approach to Metaphor | 第26-36页 |
| 2．2．1 Sperber and Wilson's the Principle of Relevance | 第26-33页 |
| 2．2．2 Metaphor as a Device to Trigger Weak Implicature | 第33-36页 |
| 2．3 The Implicature of Metaphor in Advertising | 第36-39页 |
| 2．3．1 The Explicit Implicature of Metaphor in Advertising | 第36-37页 |
| 2．3．2 The Implicit Implicature of Metaphor in Advertising | 第37-39页 |
| Chapter 3 The Explicit Implicature of Metaphor in Advertising | 第39-61页 |
| 3．1 The Explicit Implicature of Metaphor in Verbal Advertising | 第39-45页 |
| 3．2 The Explicit Implicature of Metaphor in Pictorial Advertising | 第45-61页 |
| 3．2．1 Metaphors with One Visually Present Terms | 第45-50页 |
| 3．2．2 Metaphors with Two Visually Present Terms | 第50-54页 |
| 3．2．3 Verbal-Visual Metaphors | 第54-61页 |
| Chapter 4 The Implicit Implicature of Metaphor in Advertising | 第61-77页 |
| 4．1 The Implicit Implicature of Metaphor in Verbal Advertising | 第61-66页 |
| 4．2 The Implicit Implicature of Metaphor in Pictorial Advertising | 第66-77页 |
| Chapter 5 Concluding Remarks | 第77-80页 |
| Bibliography | 第80-84页 |
