| Abstract | 第8-9页 |
| 摘要 | 第10-12页 |
| Chapter One Introduction | 第12-21页 |
| 1.1 The Background of the Study | 第12-13页 |
| 1.2 The Purpose of the Study | 第13页 |
| 1.3 The Significance of the Study | 第13-15页 |
| 1.4 The Clarification of Relevant Terms on Public Service Advertisement | 第15-19页 |
| 1.4.1 The Definitions of Public Service Advertisement | 第15-17页 |
| 1.4.2 The Classification of Public Service Advertisement | 第17页 |
| 1.4.3 The Characteristics of Public Service Advertisement | 第17-18页 |
| 1.4.4 The Characteristics of Advertising Language | 第18-19页 |
| 1.5 The Organization of the Thesis | 第19-21页 |
| Chapter Two Literature Review | 第21-34页 |
| 2.1 Studies on Public Service Advertisements | 第21-23页 |
| 2.1.1 Studies on Public Service Advertisements Abroad | 第21-22页 |
| 2.1.2 Studies on Public Service Advertisements at Home | 第22-23页 |
| 2.2 Studies on Metaphor | 第23-29页 |
| 2.2.1 Studies on Metaphor Abroad | 第23-27页 |
| 2.2.2 Studies on Metaphor at Home | 第27-29页 |
| 2.3 Studies on Metaphor in Advertisements | 第29-32页 |
| 2.3.1 Studies on Metaphor in Advertisements Abroad | 第30-31页 |
| 2.3.2 Studies on Metaphor in Advertisements at Home | 第31-32页 |
| 2.4 Studies on Metaphor in Public Service Advertisements Based on Conceptual Blending Theory | 第32页 |
| 2.5 Summary | 第32-34页 |
| Chapter Three Theoretical Framework | 第34-40页 |
| 3.1 Theoretical Foundations of Conceptual Blending Theory | 第34-35页 |
| 3.2 The Network Model of Conceptual Blending | 第35-37页 |
| 3.3 The Process of Conceptual Blending | 第37-38页 |
| 3.4 Types of Blending Network | 第38-40页 |
| Chapter Four Research Design | 第40-43页 |
| 4.1 Research Questions | 第40页 |
| 4.2 Data Collection | 第40-41页 |
| 4.3 Research Methods | 第41页 |
| 4.4 Research Procedure | 第41-43页 |
| Chapter Five Analysis and Discussion | 第43-67页 |
| 5.1 The Distribution of Metaphors in Chinese Public Service Advertisements in the Four Types ofBlending Networks | 第43-44页 |
| 5.2 The Process of Meaning Construction of Metaphors in Chinese Public Service Advertisements | 第44-63页 |
| 5.2.1 The Construction of Mental Spaces of Metaphors in Chinese Public Service Advertisement | 第44-47页 |
| 5.2.2 The Cross-domain Mapping of Metaphors in Chinese Public Service Advertisement | 第47-62页 |
| 5.2.3 The Blending and Emergent Structure of Metaphors in Chinese Public ServiceAdvertisement | 第62-63页 |
| 5.3 The Factors Influencing Meaning Construction of Metaphors in Chinese Public Service Advertisements | 第63-65页 |
| 5.3.1 Linguistic and Extra-linguistic Context | 第63-64页 |
| 5.3.2 Culture Difference | 第64-65页 |
| 5.3.3 Individual Cognitive Abilities | 第65页 |
| 5.4 Summary | 第65-67页 |
| Chapter Six Conclusions | 第67-71页 |
| 6.1 Major Findings | 第67-70页 |
| 6.2 Limitations and Suggestions for Further Studies | 第70-71页 |
| References | 第71-75页 |
| Appendix I | 第75-77页 |
| Appendix II | 第77-81页 |
| Acknowledgements | 第81页 |
