| 摘要 | 第1-6页 |
| Abstract | 第6-8页 |
| Chapter One Introduction | 第8-10页 |
| ·The Research Subject of the Study | 第8-9页 |
| ·The Aim and Significance of the Study | 第9页 |
| ·Research Methodology and Data Collection | 第9-10页 |
| Chapter Two Literature Review | 第10-20页 |
| ·A Survey of Public Service Advertising | 第10-14页 |
| ·Definitions and Classifications of PSA | 第10-12页 |
| ·Functions of PSA | 第12-13页 |
| ·Sponsors and Subjects of PSA | 第13-14页 |
| ·Researches on Metaphor | 第14-20页 |
| ·The Rhetoric Approach | 第15-16页 |
| ·The Semantic and Pragmatic Approach | 第16-17页 |
| ·The Cognitive Approach | 第17-19页 |
| ·Researches on Metaphor in China | 第19-20页 |
| Chapter Three Theoretical Framework:Conceptual Blending Theory | 第20-35页 |
| ·Mental Spaces | 第20-24页 |
| ·Cross-domain Mapping | 第24-26页 |
| ·Basic Concept of Cross-domain Mapping | 第24页 |
| ·Classifications of Mapping | 第24-26页 |
| ·The Network Model of Conceptual Blending | 第26-31页 |
| ·Universal Features of Blending | 第27-28页 |
| ·An Application: the Riddle of a Buddhist Monk | 第28-31页 |
| ·Conceptual Blending in Metaphor | 第31-35页 |
| Chapter Four Conceptual Blending in PSA Metaphor: Case Studies | 第35-53页 |
| ·Construction of Mental Spaces in PSA Metaphor | 第35-40页 |
| ·Cross-Domain Mapping in PSA Metaphor | 第40-47页 |
| ·Cross-Domain Mapping in One-Sided Networks | 第40-43页 |
| ·Cross-Domain Mapping in Two-Sided Networks | 第43-47页 |
| ·Blending and Emergent Structure in PSA Metaphor | 第47-53页 |
| Chapter 5 Conclusion | 第53-56页 |
| References | 第56-59页 |
| Appendix 1:English PSA Metaphors under Study | 第59-60页 |
| Appendix 2:Chinese PSA Metaphors under Study | 第60-61页 |
| Acknowledgments | 第61-62页 |
