| ACKNOWLEDGEMENTS | 第8-9页 |
| ABSTRACT | 第9-10页 |
| 摘要 | 第11-16页 |
| CHAPTER I INTRODUCTION | 第16-18页 |
| 1.1 Research Background | 第16页 |
| 1.2 Purpose and Significance of the Present Study | 第16-17页 |
| 1.3 Organization of the Thesis | 第17-18页 |
| CHAPTER Ⅱ LITERATURE REVIEW | 第18-23页 |
| 2.1 Studies on Speech Acts at Home and Abroad | 第18-21页 |
| 2.1.1 Austin, Searle and Alston’s Speech Act Theory | 第18-19页 |
| 2.1.2 Indirect Speech Acts and Conversational Implicature | 第19-20页 |
| 2.1.3 Panther&Thornburg ’s Theory of Speech Act Metonymy | 第20页 |
| 2.1.4 Studies on Speech Acts at Home | 第20-21页 |
| 2.2 Studies on Public Service Advertising Slogans | 第21-22页 |
| 2.3 Comments on Existing Studies | 第22-23页 |
| CHAPTER Ⅲ THEORETICAL FRAMEWORK | 第23-28页 |
| 3.1 Definition of Metonymy | 第23页 |
| 3.2 Panther&Thornburg’ s Speech Act Scenario and Speech Act Metonymy | 第23-24页 |
| 3.3 Hernandez&Mendoza’s Improvements on the Speech Act Scenario | 第24-25页 |
| 3.4 Hermerén’s Five Persuasive Powers in Advertisements | 第25页 |
| 3.5 Rogers’s Theory of “Fear Appeal” in Mass Communication | 第25-28页 |
| CHAPTER Ⅳ RESEARCH MRTHODOLOGY | 第28-31页 |
| 4.1 Description of the Corpus | 第28-29页 |
| 4.2 Research Questions | 第29页 |
| 4.3 Research Methods | 第29页 |
| 4.4 Research Procedures | 第29-31页 |
| CHAPTER Ⅴ RESULTS AND DISCUSSION | 第31-67页 |
| 5.1 Scenario Structures of the Four Types of Public Service Advertising Slogans | 第31-34页 |
| 5.2 A Metonymic Analysis of Directive Structures in Public Service Advertising Slogans in General | 第34-48页 |
| 5.2.1 Branches in Public Service Advertising Slogans in General | 第34-41页 |
| 5.2.2 Single Branch and Three Basic Speech Act Metonymies in Public Service Advertising Slogans | 第41-46页 |
| 5.2.3 Combined Branches and Prototypical Directive Structure of Public Service Advertising Slogans | 第46-48页 |
| 5.3 A Metonymic Analysis of Directive Structures in the Four Types of Public Service Advertising Slogans | 第48-63页 |
| 5.3.1 The Prototypical Directive Structure of Each Type of Slogan | 第49-58页 |
| 5.3.2 The Realization (outcome) Branch in Each Type of Slogan | 第58-61页 |
| 5.3.3 Subtitles and Structural Complexity of Each Type of Slogan | 第61-63页 |
| 5.4 Pragmatic Functions of Speech Act Metonymies in Public Service Advertising Slogans | 第63-67页 |
| 5.4.1 Economy | 第63-64页 |
| 5.4.2 Interpersonal Function | 第64-65页 |
| 5.4.3 Strengthening Contextual Effects | 第65-66页 |
| 5.4.4 Rhetorical Effects | 第66-67页 |
| CHAPTER Ⅵ CONCLUSION | 第67-72页 |
| 6.1 Major Findings of the Study | 第67-70页 |
| 6.1.1 The Directive Structures and Speech Act Metonymies in Public Service Advertising Slogans in General | 第67-68页 |
| 6.1.2 The Directive Structures and Speech Act Metonymies in the Four Types of Public Service Advertising Slogans | 第68-70页 |
| 6.1.3 The Functions of Speech Act Metonymies in Public Service Advertising Slogans | 第70页 |
| 6.2 Limitations and Suggestions for Future Research | 第70-72页 |
| REFERENCES | 第72-74页 |
| APPENDIX | 第74-87页 |
