| Acknowledgement | 第1-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第6-10页 |
| ChapterOne Introduction | 第10-14页 |
| ChapterTwo Literature Review | 第14-31页 |
| ·Reviews of Researches on Gender Metaphor | 第14-22页 |
| ·Feminist Studies of Gender Metaphor | 第15-18页 |
| ·Advertising Gender - Gender Metaphor in Advertising | 第18-20页 |
| ·Evaluation towards Gender Metaphor Studies | 第20-22页 |
| ·Review of Cognitive Approaches of Metaphor Studies | 第22-30页 |
| ·An Overview of the Cognitive Approaches | 第22-23页 |
| ·Topic - Vehicle Approach | 第23-28页 |
| ·Black's Interaction Approach | 第28-29页 |
| ·Evaluation of Cognitive Approaches of Metaphor | 第29-30页 |
| ·Summary | 第30-31页 |
| ChapterThree Theoretical Framework and Related Studies | 第31-53页 |
| ·Black's Interaction Theory of Metaphor & Metaphor Identification | 第31-41页 |
| ·Black's Interaction Theory of Metaphor | 第31-34页 |
| ·Metaphor Identification: Focus-Frame Analysis | 第34-41页 |
| ·Sperber and Wilson's Relevance theory | 第41-49页 |
| ·Optimally Relevant | 第41-46页 |
| ·Metaphor Triggers weak Implicatures | 第46-48页 |
| ·The Significance of the Relevance Theory | 第48-49页 |
| ·Related Aspects | 第49-51页 |
| ·The Word and Image Text | 第49-51页 |
| ·Levels of Context | 第51页 |
| ·Summary | 第51-53页 |
| ChapterFour The Types of Gender Metaphor | 第53-75页 |
| ·Overview | 第53页 |
| ·Verbal Metaphor | 第53-62页 |
| ·Visual Metaphor | 第62-73页 |
| ·Metaphors with One Visually Present Term (MP1s) | 第62-66页 |
| ·Metaphors with Two Visually Present Terms (MP2s) | 第66-69页 |
| ·Verbal-visual Metaphor | 第69-73页 |
| ·Summary | 第73-75页 |
| ChapterFive Gender Metaphor - tactic for promotion | 第75-97页 |
| ·Overview | 第75-76页 |
| ·Gender Issues: Components of Real Life | 第76-79页 |
| ·Analysis at the level of text | 第79-88页 |
| ·Analysis at the level of word | 第80-86页 |
| ·Analysis at the level of sentence | 第86-88页 |
| ·Analysis at the level of context | 第88-96页 |
| ·Gender Images in Women's Magazine | 第90-91页 |
| ·Gender Images in Men's Magazine | 第91-92页 |
| ·Gender Images in Commercial Magazine | 第92-96页 |
| ·Summary | 第96-97页 |
| ChapterSix Conclusion | 第97-100页 |
| ·Overview | 第97页 |
| ·Major findings | 第97-98页 |
| ·Implication | 第98页 |
| ·Limitations of the Thesis | 第98-99页 |
| ·Prospects for further research | 第99-100页 |
| Bibliography | 第100-103页 |
