| 摘要 | 第1-6页 |
| Abstract | 第6-9页 |
| Chapter 1 Introduction | 第9-12页 |
| ·The Origin of the Research Subject in This Paper | 第9-10页 |
| ·Purpose and Significance of the Study | 第10页 |
| ·Scope of the Subject | 第10-11页 |
| ·The Structure of This Paper | 第11-12页 |
| Chapter 2 Review of Relevant Literature | 第12-20页 |
| ·Metaphor | 第12-14页 |
| ·Definition of Metaphor | 第12页 |
| ·The Scope of Metaphor in This Paper | 第12页 |
| ·Semantic Structure of Metaphor | 第12-14页 |
| ·Literature Review of the Study of Metaphor | 第14-17页 |
| ·Nature of Metaphor | 第14-15页 |
| ·The Working Mechanism and Understanding of Metaphor | 第15-17页 |
| ·Previous Study of Metaphor in Advertising | 第17-20页 |
| ·Charles Forceville's Pictorial Metaphor in Advertising | 第17-18页 |
| ·Wang Mei's An Analysis on the Implicature of Metaphor in Advertising | 第18-20页 |
| Chapter 3 The Main Theories Applied in This Paper | 第20-43页 |
| ·Some Knowledge about Advertising | 第20-29页 |
| ·Strategy and Planning of Advertising | 第20-22页 |
| ·How Advertising Works | 第22-25页 |
| ·The Consumer Audience | 第25-26页 |
| ·The Creative Side of Advertising | 第26-29页 |
| ·Study Scope of Advertising in This Paper | 第29页 |
| ·Human Metaphorical Thought Process | 第29-34页 |
| ·Human Conceptual System Is Fundamentally Metaphorical | 第29-30页 |
| ·The Systematicity of Metaphorical Concepts & The Coherent Structuring of Experience | 第30-32页 |
| ·The Partial Nature of Metaphorical Structuring | 第32页 |
| ·The Creation of Similarity | 第32-33页 |
| ·Experientialist Synthesis in Understanding | 第33-34页 |
| ·The Conceptual Integration Theory | 第34-43页 |
| ·Elements of Blending | 第35-38页 |
| ·Vital Relationships & Integration, and Compression & Decompression | 第38-42页 |
| ·Constitutive and Governing Principles | 第42-43页 |
| Chapter 4 Human Metaphorical Thinking Reflected in Advertising | 第43-73页 |
| ·Verbal Metaphors in the Ads | 第44-52页 |
| ·Case 1 | 第44-45页 |
| ·Case 2 | 第45-48页 |
| ·Case 3 | 第48-51页 |
| ·Case 4 | 第51-52页 |
| ·Verbo-pictorial Metaphors in the Ads | 第52-71页 |
| ·Case 1 | 第52-55页 |
| ·Case 2 | 第55-58页 |
| ·Case 3 | 第58-62页 |
| ·Case 4 | 第62-65页 |
| ·Case 5 | 第65-68页 |
| ·Case 6 | 第68-71页 |
| ·A Summary | 第71-73页 |
| Chapter 5 Conclusion | 第73-75页 |
| Bibliography | 第75-76页 |
