| ABSTRACT | 第1-3页 |
| 摘要 | 第3-6页 |
| List of Figures | 第6-7页 |
| Chapter One Introduction | 第7-12页 |
| ·Rationale for the Study | 第7-9页 |
| ·Objectives of This Study | 第9-10页 |
| ·Structure of the Thesis | 第10-12页 |
| Chapter Two Literature Review | 第12-23页 |
| ·Overview of Studies on Metaphor in Advertising Language | 第12-16页 |
| ·From Rhetorical Angle | 第13页 |
| ·From Pragmatic Angle | 第13-15页 |
| ·From Cognitive Angle | 第15-16页 |
| ·Overview of Cognitive Studies on Multimodal Metaphor | 第16-21页 |
| ·From Mono-modal to Multimodal Metaphor | 第17-18页 |
| ·Western Studies on Multimodal Metaphor | 第18-20页 |
| ·Domestic Studies on Multimodal Metaphor | 第20-21页 |
| ·Overview of Persuasive Function of Metaphor | 第21-23页 |
| Chapter Three Theoretical Framework and Methodology | 第23-37页 |
| ·Cognitive Study on Metaphor | 第23-29页 |
| ·The Essence of Metaphor | 第24-25页 |
| ·Interaction Theory in Similarity Creation | 第25-26页 |
| ·Conceptual Blending in Metaphorical Understanding | 第26-28页 |
| ·The Relationship of Body, Cognition and Culture | 第28-29页 |
| ·A Combination of Cognitive and Pragmatic Study | 第29-33页 |
| ·Communication Model in Advertising | 第29-31页 |
| ·Verbal and Pictorial Modes | 第31-32页 |
| ·Relevance Principle in Metaphorical Understanding | 第32-33页 |
| ·The Persuasion Model of Metaphor | 第33-35页 |
| ·Data Collection and Methodology | 第35-37页 |
| Chapter Four Persuasive Function of Multimodal Metaphor | 第37-75页 |
| ·Cognitive Persuasion of Multimodal Metaphor | 第37-58页 |
| ·Deviation Arousing More Attention | 第38-39页 |
| ·Identification of the Target Domain and Source Domain | 第39-46页 |
| ·Partial Mapping of Multimodal Metaphor | 第46-51页 |
| ·Highlighting the Good While Hiding the Bad | 第46-49页 |
| ·Highlighting Different Proprieties of the Same Product | 第49-51页 |
| ·Yielding New Experience via Similarity Creation | 第51-58页 |
| ·Physically Experienced Similarity | 第52-55页 |
| ·Psychologically Experienced Similarity | 第55-58页 |
| ·Emotional Persuasion of Multimodal Metaphor | 第58-67页 |
| ·Transferring Emotional Experience via Source Domains | 第59-64页 |
| ·Transferring Universal Emotions | 第59-62页 |
| ·Transferring Cultural Specific Knowledge | 第62-64页 |
| ·Eliciting Positive Emotions in Cognition | 第64-67页 |
| ·Producing Novelty via Unusual Arrangements | 第64-65页 |
| ·Producing Familiarity via Experiential Similarity | 第65-66页 |
| ·Producing Aesthetic Pleasure via Dual-imagery | 第66-67页 |
| ·Cultural Persuasion of Multimodal Metaphor | 第67-75页 |
| ·Contextuality Constraining Persuasion | 第67-69页 |
| ·View of Nature Constraining Persuasion | 第69-72页 |
| ·Beliefs and Customs Constraining Persuasion | 第72-75页 |
| Chapter Five Conclusion | 第75-79页 |
| ·Major Findings | 第75-78页 |
| ·Limitations of this Study and Prospects for Future Research | 第78-79页 |
| References | 第79-82页 |
| Acknowledgements | 第82-84页 |
