| 摘要 | 第5-7页 |
| Abstract | 第7-9页 |
| Chapter 1 Introduction | 第14-18页 |
| 1.1 Research Background | 第14-15页 |
| 1.2 Research Objective | 第15-16页 |
| 1.3 Research Significance | 第16-17页 |
| 1.4 Organization of the Thesis | 第17-18页 |
| Chapter 2 Literature Review | 第18-36页 |
| 2.1 Related Researches on Multimodal Metaphor | 第18-22页 |
| 2.1.1 Definition of Mode | 第18-19页 |
| 2.1.2 Multimodal Discourse | 第19-20页 |
| 2.1.3 Mono-Modal Metaphor and Multimodal Metaphor | 第20-21页 |
| 2.1.4 Interpretation of Multimodal Metaphor | 第21-22页 |
| 2.2 Multimodal Metaphor Researches Based on the Visual Grammar | 第22-28页 |
| 2.2.1 Metaphorical Potential of Representational Meaning | 第22-23页 |
| 2.2.2 Metaphorical Potential of Interactional Meaning and Compositional Meaning | 第23-26页 |
| 2.2.3 The Construction of Image-verbal Relations and Multimodal Metaphor | 第26-28页 |
| 2.3 Previous Studies on Multimodal Metaphor in Ads | 第28-32页 |
| 2.4 Previous Studies on Cultural & Cross-cultural Meaning in Metaphor | 第32-36页 |
| Chapter 3 Research Methodology | 第36-38页 |
| 3.1 Research Questions | 第36页 |
| 3.2 Research Method | 第36-37页 |
| 3.3 Research Procedure | 第37页 |
| 3.4 Data Collection and Choosing | 第37-38页 |
| Chapter 4 Results and Discussion | 第38-67页 |
| 4.1 Multimodal Metaphors in Chinese Video Ads for Benz | 第38-44页 |
| 4.1.1 Meaning Construction of Chinese Ads for Benz E-class | 第38-41页 |
| 4.1.2 Meaning construction of Chinese Ads for Benz SUV | 第41-44页 |
| 4.1.3 Summary | 第44页 |
| 4.2 Multimodal Metaphors in English Video Ads for Benz | 第44-51页 |
| 4.2.1 Meaning construction of English Ads for Benz E-class | 第45-47页 |
| 4.2.2 Meaning construction of English Ads for Benz SUV | 第47-50页 |
| 4.2.3 Summary | 第50-51页 |
| 4.3 Voice/Sound Mode in Constructing Multimodal Metaphors in Video Ads | 第51-57页 |
| 4.3.1 The Role of Voice/Sound Mode in Chinese Benz E-Class Ads | 第51-52页 |
| 4.3.2 The Role of Voice/Sound Mode in Chinese Benz SUV Ads | 第52-54页 |
| 4.3.3 The Role of Voice/Sound Mode in English Benz E-Class Ads | 第54-55页 |
| 4.3.4 The Role of Voice/Sound Mode in English Benz SUV Ads | 第55-57页 |
| 4.3.5 Summary | 第57页 |
| 4.4 The Cultural Differences in Multimodal Metaphors | 第57-67页 |
| 4.4.1 Differences of Metaphorical Representation in Chinese and English Video Ads for Benz Car | 第58-63页 |
| 4.4.2 Cultural Conventions and Thinking Mode in Building Multimodal Metaphor | 第63-66页 |
| 4.4.3 Summary | 第66-67页 |
| Conclusion | 第67-71页 |
| Major Findings | 第67-69页 |
| Limitations | 第69页 |
| Further Implications | 第69-71页 |
| References | 第71-77页 |
| Appendix A 攻读学位期间所发表的学术论文 | 第77-78页 |
| Appendix B Websites of Selected Car Ads | 第78-79页 |
| Appendix C 详细中文摘要 | 第79-82页 |
| Acknowledgements | 第82页 |
