| Acknowledgements | 第5-6页 |
| Abstract | 第6-7页 |
| 摘要 | 第8-13页 |
| List of Abbreviations | 第13-14页 |
| Chapter One Introduction | 第14-20页 |
| 1.1 Research background | 第14-17页 |
| 1.2 Objectives of the research | 第17页 |
| 1.3 Significance of the research | 第17-18页 |
| 1.4 The structure of the thesis | 第18-19页 |
| 1.5 Summary | 第19-20页 |
| Chapter Two Literature Review | 第20-33页 |
| 2.1 Metaphor | 第20-23页 |
| 2.1.1 Metaphor in rhetoric | 第20-21页 |
| 2.1.2 Metaphor in semantics | 第21-22页 |
| 2.1.3 Metaphor in multidisciplinary | 第22-23页 |
| 2.2 Research about multimodal metaphor | 第23-28页 |
| 2.2.1 Research about multimodal metaphor abroad | 第23-26页 |
| 2.2.2 Research about multimodal metaphor in China | 第26-28页 |
| 2.3 An overview of Public Service Advertisement (PSA) | 第28-31页 |
| 2.3.1 Definitions of PSA | 第28-29页 |
| 2.3.2 Functions of PSA | 第29-30页 |
| 2.3.3 Classifications of PSA | 第30页 |
| 2.3.4 Research about multimodal metaphor in PSA | 第30-31页 |
| 2.4 Summary | 第31-33页 |
| Chapter Three Theoretical Framework | 第33-43页 |
| 3.1 Conceptual Metaphor Theory (CMT) | 第33-37页 |
| 3.1.1 Definition of conceptual metaphor | 第33-34页 |
| 3.1.2 Classification of conceptual metaphor | 第34-36页 |
| 3.1.3 Working mechanism of conceptual metaphor | 第36-37页 |
| 3.2 Multimodal metaphor theory | 第37-42页 |
| 3.2.1 Definitions of multimodal metaphor | 第38-39页 |
| 3.2.2 Representations of similarity in multimodal metaphor | 第39-40页 |
| 3.2.3 Features of multimodal metaphor | 第40-42页 |
| 3.2.4 Classifications of multimodal metaphor | 第42页 |
| 3.3 Summary | 第42-43页 |
| Chapter Four Methodology | 第43-46页 |
| 4.1 Research methods | 第43页 |
| 4.2 Research questions | 第43-44页 |
| 4.3 Research materials | 第44页 |
| 4.4 Data analysis procedure | 第44-45页 |
| 4.5 Summary | 第45-46页 |
| Chapter Five Results and Discussion | 第46-79页 |
| 5.1 Multimodal metaphorical representations in anti-smoking advertisements | 第46-71页 |
| 5.1.1 Multimodal metaphorical representations in graphic anti-smoking advertisements | 第47-56页 |
| 5.1.2 Multimodal metaphorical representations in video anti-smoking advertisements | 第56-71页 |
| 5.2 The realization of persuasive functions of multimodal metaphors in anti-smokingadvertisements | 第71-78页 |
| 5.2.1 The realization of cognitive persuasive function of multimodal metaphors inanti-smoking advertisements | 第71-76页 |
| 5.2.1.1 Drawing more attention by deviation | 第72-74页 |
| 5.2.1.2 Cognitive highlights: highlighting the negative while hiding the positive | 第74-75页 |
| 5.2.1.3 Creating similarity via interaction between source and target domains | 第75-76页 |
| 5.2.2 The realization of emotional persuasive function of multimodal metaphors inanti-smoking advertisements | 第76-78页 |
| 5.2.2.1 Transferring emotional preference | 第76-77页 |
| 5.2.2.2 Generating negative emotional experience | 第77-78页 |
| 5.3 Summary | 第78-79页 |
| Chapter Six Conclusion | 第79-82页 |
| 6.1 Major findings of the study | 第79-80页 |
| 6.2 Implications of the study | 第80页 |
| 6.3 Limitations of the study | 第80-81页 |
| 6.4 Suggestions for further studies | 第81页 |
| 6.5 Summary | 第81-82页 |
| References | 第82-87页 |
| Appendix | 第87-94页 |
| Publications | 第94页 |
