| Abstract | 第4-5页 |
| 摘要 | 第6-9页 |
| Chapter 1 Introduction | 第9-13页 |
| 1.1 Background of the Study | 第9-10页 |
| 1.2 Significance and Purpose of the Study | 第10-12页 |
| 1.3 Structure of the Thesis | 第12-13页 |
| Chapter 2 Literature Review | 第13-30页 |
| 2.1 Definitions of Advertisement and Metaphor | 第13-17页 |
| 2.2 Previous Studies on Advertising Language | 第17-22页 |
| 2.3 Previous Studies on Metaphor from the Cognitive Perspective | 第22-30页 |
| Chapter 3 Methodology | 第30-39页 |
| 3.1 Research Questions | 第30页 |
| 3.2 Data Collection | 第30-33页 |
| 3.3 Theoretical Framework | 第33-39页 |
| Chapter 4 Interpreting Metaphors in Commercial Advertisements | 第39-48页 |
| 4.1 Employing Ostensive-inferential Communication to Gain Mutual Manifestnessbetween the Advertiser and the Reader | 第39-42页 |
| 4.2 Employing Cognitive Context to Establish Context in CommercialAdvertisements | 第42-45页 |
| 4.3 Employing Optimal Relevance and Implicatures to Derive Implicit Meaning inCommercial Advertisements | 第45-48页 |
| Chapter 5 Use of Metaphors in Commercial Advertisements | 第48-60页 |
| 5.1 Features of Metaphors in Commercial Advertisements | 第48-53页 |
| 5.1.1 Conciseness and Informativity | 第48-50页 |
| 5.1.2 Creativity | 第50-52页 |
| 5.1.3 Culturality | 第52-53页 |
| 5.2 Functions of Metaphors in Commercial Advertisements | 第53-60页 |
| 5.2.1 Attention Appealing | 第53-55页 |
| 5.2.2 Information Transmitting | 第55-56页 |
| 5.2.3 Desire Stimulating | 第56-57页 |
| 5.2.4 Purchase Persuading | 第57-60页 |
| Chapter 6 Conclusion | 第60-64页 |
| 6.1 Major Findings of the Study | 第60-61页 |
| 6.2 Limitations of the Study | 第61-62页 |
| 6.3 Suggestions for Further Study | 第62-64页 |
| Bibliography | 第64-68页 |
| Acknowledgments | 第68-69页 |
| 攻读硕士学位期间发表的论文 | 第69页 |
