| Abstract | 第1-9页 |
| 摘要 | 第9-10页 |
| List of Tables and Figures | 第10-11页 |
| Introduction | 第11-15页 |
| Chapter One Literature Review | 第15-22页 |
| ·Previous linguistic studies on advertisements | 第15-18页 |
| ·The structures and objectives of English commercial advertisements | 第18-21页 |
| ·Summary | 第21-22页 |
| Chapter Two Theoretical Framework and Research Methodology | 第22-34页 |
| ·Introduction | 第22页 |
| ·Traditional accounts of metonymy | 第22-25页 |
| ·Rhetorical views on metonymy | 第22-23页 |
| ·Previous structuralist accounts of metonymy | 第23-25页 |
| ·Cognitive views on metonymy | 第25-27页 |
| ·Fass's viewpoints | 第25-26页 |
| ·Gibbs's standpoints | 第26-27页 |
| ·Nunberg's treatment of metonymy | 第27页 |
| ·Panther and Thornburg's Speech Act Scenario Theory | 第27-32页 |
| ·Research Methodology | 第32-33页 |
| ·Research Questions | 第32页 |
| ·Data | 第32-33页 |
| ·Summary | 第33-34页 |
| Chapter Three Structural Elements of Advertisements from the Perspective of Speech Act Metonymy | 第34-51页 |
| ·Introduction | 第34页 |
| ·The criteria for classifying the phases in the scenario | 第34-35页 |
| ·The analysis of the commercial advertisement structures | 第35-49页 |
| ·Frequencies of the combination patterns in the data | 第35-36页 |
| ·CORE+RESULT | 第36-38页 |
| ·CORE | 第38-39页 |
| ·BEFORE+CORE | 第39-41页 |
| ·BEFORE+CORE+RESULT | 第41-43页 |
| ·Some combination patterns that appear less frequently | 第43-49页 |
| ·Summary | 第49-51页 |
| Chapter Four Strategies in English Commercial Advertisements from the Perspective of Speech Act Metonymy | 第51-58页 |
| ·Introduction | 第51-52页 |
| ·The strategic effects of the BEFORE phase | 第52-54页 |
| ·The utilization of the presuppositional branch | 第52-53页 |
| ·The exploration of the motivational branch | 第53-54页 |
| ·The strategic effects of the CORE | 第54-55页 |
| ·The introduction of the product benefits | 第54-55页 |
| ·The illustration of the steps in offering benefits | 第55页 |
| ·The strategic effects of the RESULT and the AFTER phase | 第55-57页 |
| ·Ending up with imperatives | 第56-57页 |
| ·The offering of websites and phone numbers | 第57页 |
| ·Summary | 第57-58页 |
| Conclusion | 第58-61页 |
| Appendix | 第61-65页 |
| References | 第65-69页 |
| Acknowledgements | 第69-70页 |
| 学位论文评阅及答辩情祝表 | 第70页 |
