| 摘要 | 第1-8页 |
| Abstract | 第8-9页 |
| Chapter One Introduction | 第9-13页 |
| ·Motivation of the Present Study | 第9-10页 |
| ·Objectives of the Present Study | 第10-11页 |
| ·General Structure of the Thesis | 第11-13页 |
| Chapter Two Literature Review | 第13-27页 |
| ·The Definition of Advertising Language | 第13页 |
| ·The Micro View of Advertising Language Study | 第13-16页 |
| ·The Macro View of Advertising Language Study | 第16-25页 |
| ·The Development of Related Linguistic Theories | 第16-20页 |
| ·The Applicational Study of Linguistic Theories and Advertising Language | 第20-23页 |
| ·The Study of Advertising Language in Different Fields | 第23-25页 |
| ·Summary | 第25-27页 |
| Chapter Three Theoretical Foundations | 第27-41页 |
| ·Conceptual Metaphor Theory | 第27-30页 |
| ·Definition of Metaphor | 第27-28页 |
| ·Three Types of Metaphors | 第28-30页 |
| ·Structural Metaphor | 第28-29页 |
| ·Orientational Metaphor | 第29-30页 |
| ·Ontological Metaphor | 第30页 |
| ·Conceptual Blending Theory | 第30-34页 |
| ·"Four-space" Model | 第30-32页 |
| ·Network Model | 第32-34页 |
| ·Space Mapping | 第34页 |
| ·Memetics | 第34-40页 |
| ·Definition of Meme | 第34-35页 |
| ·Two Types of Replication and Transmission | 第35-38页 |
| ·Genotype Transmission | 第36-37页 |
| ·Phenotype Transmission | 第37-38页 |
| ·Contagious Memes and Weak Memes | 第38-40页 |
| ·Summary | 第40-41页 |
| Chapter Four An Integrated Analysis of Advertising Language——CognitiveApproach and Memetic Approach | 第41-59页 |
| ·Methodology | 第41页 |
| ·The Cognitive Approach to Advertising Language Analysis | 第41-53页 |
| ·Advertising Language Analysis on the Basis of Conceptual Metaphor Theory | 第42-44页 |
| ·Structural Metaphor in Advertising Language | 第42-43页 |
| ·Orientational Metaphor in Advertising Language | 第43-44页 |
| ·Ontological Metaphor in Advertising Language | 第44页 |
| ·Advertising Language Analysis on the Basis of Conceptual Blending Theory | 第44-53页 |
| ·"Four-Space"-Model-based Advertisements | 第44-46页 |
| ·Network-Model-based Advertisements | 第46-50页 |
| ·Space-Mapping-based Advertisements | 第50-53页 |
| ·The Memetic Approach to Advertising Language Analysis | 第53-57页 |
| ·Genotype Transmission of Advertising Language | 第53-54页 |
| ·Phenotype Transmission of Advertising Language | 第54-56页 |
| ·Contagious Memes and Weak Memes in Advertising Language | 第56-57页 |
| ·Summary | 第57-59页 |
| Chapter Five Conclusion | 第59-64页 |
| ·Research Findings | 第59-60页 |
| ·Research Limitations | 第60-62页 |
| ·Implications of the Thesis and Suggestions for Further Study | 第62-64页 |
| References | 第64-68页 |
| Appendix Ⅰ Source of Advertising Materials | 第68-69页 |
| Acknowledgements | 第69页 |
