| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-13页 |
| CHAPTER ONE GENERAL INTRODUCTION | 第13-17页 |
| 1.1 Research Background | 第13-14页 |
| 1.2 Research Significance | 第14-15页 |
| 1.3 Research Questions | 第15页 |
| 1.4 Organization of This Thesis | 第15-17页 |
| CHAPTER TWO LITERATURE REVIEW | 第17-22页 |
| 2.1 Previous Studies on Cognitive Poetics | 第17-19页 |
| 2.2 Previous Application of Cognitive Poetics in Literary Field | 第19-20页 |
| 2.3 Previous Application of Cognitive Poetics in Business Field | 第20-22页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第22-27页 |
| 3.1 Cognitive Poetics | 第22-24页 |
| 3.1.1 Figure and Ground Segregation | 第22-23页 |
| 3.1.2 Possible Worlds Theory | 第23-24页 |
| 3.1.3 Prototype Theory | 第24页 |
| 3.2 Biel’s Brand Image Theory | 第24-27页 |
| CHAPTER Four METHODOLOGY AND SPECIFIC PROCEDURES | 第27-30页 |
| 4.1 Methodology | 第27-28页 |
| 4.2 Specific Procedures | 第28-30页 |
| CHAPTER FIVE COMPARISON OF CHINESE AND FOREIGN NARRATIVE COMMERCIALS’ BRAND IMAGE BUILDING | 第30-61页 |
| 5.1 Brand Image Building in Chinese Narrative Commercials | 第30-43页 |
| 5.1.1 Constructing of Image of Maker in Possible Worlds | 第30-35页 |
| 5.1.2 Foregrounding of Image of Product in Figure-Ground | 第35-40页 |
| 5.1.3 Establishing of Image of User in Prototype Image Portrait | 第40-43页 |
| 5.2 Brand Image Building in Foreign Narrative Commercials | 第43-57页 |
| 5.2.1 Constructing of Image of Maker in Possible World | 第43-49页 |
| 5.2.2 Foregrounding of Image of Product in Figure-Ground | 第49-54页 |
| 5.2.3 Establishing of Image of User in Prototype Image Portrait | 第54-57页 |
| 5.3 Similarities and Differences of Chinese and Foreign Commercials inBrand Image Building | 第57-61页 |
| 5.3.1 Intercultural Similarities | 第57-58页 |
| 5.3.2 Intercultural Differences | 第58-61页 |
| CHAPTER SIX CONCLUSION | 第61-64页 |
| 6.1 Major Findings | 第61-62页 |
| 6.2 Limitations | 第62-63页 |
| 6.3 Suggestion for Further Studies | 第63-64页 |
| REFERENCES | 第64-70页 |
| 在校期间发表论文清单 | 第70页 |
