| Abstract in English | 第1-6页 |
| Abstract in Chinese | 第6-10页 |
| Chapter One Introduction | 第10-12页 |
| Chapter Two Introduction to Metaphor | 第12-23页 |
| ·Metaphor in Different Fields | 第12-17页 |
| ·Metaphor and Rhetoric | 第12-13页 |
| ·Metaphor and Semantics | 第13-15页 |
| ·Metaphor and Pragmatics | 第15页 |
| ·Metaphor and Cognition | 第15-17页 |
| ·Different Theories of Metaphor | 第17-23页 |
| ·The Substitution Theory | 第17页 |
| ·The Comparison Theory | 第17-18页 |
| ·The Interaction Theory | 第18页 |
| ·The Grammatical Theory | 第18-19页 |
| ·The Cognitive Linguistic Theory | 第19-21页 |
| ·Summary | 第21-23页 |
| Chapter Three An Overview of Conceptual Metaphor in Cognitive Linguistics | 第23-38页 |
| ·Some Basic Terms of Conceptual Metaphor | 第23-26页 |
| ·Definition of Conceptual Metaphor | 第23-24页 |
| ·Domain, Image Schema, Mapping and Entailment | 第24-26页 |
| ·The Invariance Principle | 第26页 |
| ·Summary | 第26页 |
| ·Conceptual Metaphor System | 第26-35页 |
| ·The Cognitive System in Conceptual Metaphor | 第26-29页 |
| ·A Conceptual Metaphor is a Cross-domain Mapping | 第29-31页 |
| ·Image Schema Embodied in Conceptual Metaphor | 第31-32页 |
| ·The Classification of Conceptual Metaphor | 第32-34页 |
| ·The Features of Conceptual Metaphor | 第34-35页 |
| ·Contributions of Conceptual Metaphor Theory | 第35-38页 |
| ·Redefining the Nature of Metaphor | 第35页 |
| ·Reanalyzing the Structure of Metaphor | 第35-36页 |
| ·Significance of Conceptual Metaphor | 第36-37页 |
| ·Summary | 第37-38页 |
| Chapter Four Analysis of Conceptual Metaphor in English Advertising | 第38-58页 |
| ·General Introduction to English Advertising | 第38-41页 |
| ·Definition of English Advertising | 第38页 |
| ·Main Components of English Advertising | 第38-39页 |
| ·Basic Kinds of English Advertising | 第39-40页 |
| ·New-born Internet English Advertising | 第40-41页 |
| ·Reasons for the Application of Conceptual Metaphor in Advertising | 第41-43页 |
| ·Reasons for Analyzing Metaphor from Conceptual Perspective | 第43-44页 |
| ·The Analysis of Three Types of Conceptual Metaphor in English Advertising | 第44-58页 |
| ·Structural Metaphor Analysis in English Advertising | 第44-49页 |
| ·Structural Metaphor in Solely Verbal Advertisement | 第44-45页 |
| ·Structural Metaphor in Verbal Advertisement Assisted by Picture | 第45-47页 |
| ·Structural Metaphor in Advertisement with One Pictorically Presented Term | 第47-49页 |
| ·Orientational Metaphor Analysis in verbal advertisement Assisted by picture | 第49-50页 |
| ·Ontological Metaphor Analysis in English Advertising | 第50-58页 |
| ·Ontological Metaphor in Verbal-Pictorial Advertisement | 第50-52页 |
| ·Ontological Metaphor in solely Verbal Advertisement | 第52-54页 |
| ·Ontological Metaphor in Verbal Advertisement Assisted by Picture | 第54-58页 |
| Chapter Five Structural Analysis of Conceptual Metaphor in English Advertising Practice | 第58-68页 |
| ·Cross-Domain Mapping Analysis | 第58-64页 |
| ·Cross- Domain Mapping Analysis of a Credit Suisse Ad | 第58-61页 |
| ·Cross- Domain Mapping Analysis of a Bike Ad | 第61-62页 |
| ·Cross- Domain Mapping Analysis of a Microsoft Ad | 第62-64页 |
| ·Framing Effect Analysis | 第64-67页 |
| ·Concept of Metaphor Framing Effect | 第64-65页 |
| ·Conceptual Metaphor Framing Effect Analysis of the Credit Suisse Ad | 第65-67页 |
| ·Summary | 第67-68页 |
| Chapter Six Conclusion | 第68-70页 |
| Acknowledgements | 第70-71页 |
| References | 第71-72页 |
