| Abstract | 第5-6页 |
| 摘要 | 第7-10页 |
| Chapter 1 Introduction | 第10-14页 |
| 1.1 Research Background | 第10-11页 |
| 1.2 Significance and Objectives of Research | 第11-13页 |
| 1.3 Thesis Framework | 第13-14页 |
| Chapter 2 Literature Review | 第14-24页 |
| 2.1 Researches on Liquor Advertisements | 第14-17页 |
| 2.2 Researches on Multimodal Metaphor | 第17-24页 |
| Chapter 3 Theoretical Framework | 第24-34页 |
| 3.1 Conceptual Metaphor Theory | 第24-27页 |
| 3.1.1 Tenets of the Conceptual Metaphor Theory | 第24-25页 |
| 3.1.2 Major Types of Conceptual Metaphor | 第25-27页 |
| 3.2 Multimodal Metaphor | 第27-34页 |
| 3.2.1 Identification of Mode and Distinction between Monomodal Metaphor and Multimodal Metaphor | 第28-30页 |
| 3.2.2 Distinctive Features of Multimodal Metaphor | 第30-31页 |
| 3.2.3 Decompositional Approach of Multimodal Metaphor | 第31-34页 |
| Chapter 4 Classification and Decompositional Analysis of Multimodal Metaphor in the MTV Liquor Advertisements | 第34-54页 |
| 4.1 Classification of the MTV Liquor Advertisements | 第34-35页 |
| 4.1.1 Dual-mode Pure Music Liquor Advertisements | 第34-35页 |
| 4.1.2 Triple-mode Song Liquor Advertisements | 第35页 |
| 4.2 Decompositional Analysis of the MTV Liquor Advertisements | 第35-54页 |
| 4.2.1 Structure of Multimodal Metaphor in the Dual-mode Pure Music Advertisement | 第35-45页 |
| 4.2.2 Structure of Multimodal Metaphor in the Triple-mode Song Advertisement | 第45-54页 |
| Chapter 5 Dynamic Construction Mechanisms of Multimodal Metaphor in the MTV Liquor Advertisements | 第54-62页 |
| 5.1 Similarity Construction | 第54-56页 |
| 5.2 Dual-image Construction | 第56-58页 |
| 5.3 Features of Dynamic Construction Mechanisms of Multimodal Metaphor | 第58-62页 |
| Chapter 6 Design Strategies of Multimodal Metaphor in the MTV Liquor Advertisements | 第62-70页 |
| 6.1 Quantitative Analysis of Mode Selection | 第62-65页 |
| 6.2 Traditional Chinese Cultural Basis | 第65-67页 |
| 6.3 Advertising Psychological Basis | 第67-70页 |
| Chapter 7 Conclusion | 第70-74页 |
| 7.1 Research Findings | 第70-71页 |
| 7.2 Limitations of the Research | 第71页 |
| 7.3 Suggestions for Further Studies | 第71-74页 |
| Bibliography | 第74-78页 |
| Appendix A | 第78-80页 |
| Appendix B | 第80-82页 |
| Acknowledgements | 第82页 |
