| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6页 |
| 摘要 | 第7-15页 |
| CHAPTER Ⅰ INTRODUCTION | 第15-19页 |
| 1.1 Research Background | 第15-16页 |
| 1.2 Research Purpose | 第16-17页 |
| 1.3 Research Significance | 第17页 |
| 1.4 Organization of the Thesis | 第17-19页 |
| CHAPTER Ⅱ LITERATURE REVIEW | 第19-28页 |
| 2.1 Related Terms | 第19-22页 |
| 2.1.1 Metaphor and Mode | 第19-20页 |
| 2.1.2 Multimodal Metaphor | 第20-21页 |
| 2.1.3 Corporate Logo | 第21-22页 |
| 2.2 Previous Studies on Multimodal Metaphor | 第22-25页 |
| 2.2.1 Studies on Multimodal Metaphor Abroad | 第22-23页 |
| 2.2.2 Studies on Multimodal Metaphor at Home | 第23-25页 |
| 2.3 Previous Research on Corporate Logo | 第25-27页 |
| 2.4 Comments on Studies of Multimodal Metaphor and Corporate Logo | 第27-28页 |
| CHAPTER Ⅲ THEORETICAL FRAMEWORK | 第28-37页 |
| 3.1 Feng’s Mapping-based Multimodal Metaphor Typology | 第28-31页 |
| 3.2 Kress & Van Leeuwen’s Compositional Meaning Principles | 第31-35页 |
| 3.2.1 Introduction to Visual Grammar Theory | 第31-32页 |
| 3.2.2 Three Principles of Compositional Meaning | 第32-35页 |
| 3.3 Theoretical Framework of the Present Study | 第35-37页 |
| CHAPTER Ⅳ RESEARCH METHODOLOGY | 第37-40页 |
| 4.1 Research Questions | 第37页 |
| 4.2 Research Method | 第37-38页 |
| 4.3 Data Collection | 第38-39页 |
| 4.4 Analysis Procedure | 第39-40页 |
| CHAPTER Ⅴ RESULTS AND ANALYSIS | 第40-57页 |
| 5.1 Mapping-based MM Types in CBLs and ABLs | 第40-49页 |
| 5.1.1 MM Types based on Mono-modal Mapping | 第41-43页 |
| 5.1.2 MM Types based on Cross-modal Mapping | 第43-48页 |
| 5.1.3 MM Typology in Selected Bank Logos | 第48-49页 |
| 5.2 Comparison of MMs constructed in CBLs and ABLs | 第49-52页 |
| 5.2.1 Similar Features of MMs Shared by CBLs and ABLs | 第49-50页 |
| 5.2.2 Differences of MMs between CBLs and ABLs | 第50-52页 |
| 5.3 Influence of Compositional Meaning Principles on MMs of CBLs and ABLs | 第52-55页 |
| 5.3.1 Information Value Principle | 第52-53页 |
| 5.3.2 Salience Principle | 第53-54页 |
| 5.3.3 Framing Principle | 第54-55页 |
| 5.4 Cultural Attributes on Construction of MMs in CBLs and ABLs | 第55-57页 |
| CHAPTER Ⅵ CONCLUSION | 第57-60页 |
| 6.1 Major Findings | 第57-58页 |
| 6.2 Implications and Limitations | 第58-59页 |
| 6.3 Suggestions for the Further study | 第59-60页 |
| WORKS CITED | 第60-64页 |
| APPENDIX Ⅰ | 第64-69页 |
| APPENDIX Ⅱ | 第69-74页 |
