| 摘要 | 第3-4页 |
| Abstract | 第4-5页 |
| 1 Introduction | 第8-11页 |
| 1.1 Background of the Study | 第8-9页 |
| 1.2 Purpose and Significance of the Research | 第9-10页 |
| 1.3 Structure of the Thesis | 第10-11页 |
| 2 Literature Review | 第11-18页 |
| 2.1 Previous Studies on Metaphor at Home and Abroad | 第11-14页 |
| 2.1.1 Previous Studies on Metaphor Abroad | 第11-13页 |
| 2.1.2 Previous Research on Metaphor at Home | 第13-14页 |
| 2.2 Previous Studies on Commercial Advertisements at Home and Abroad | 第14-16页 |
| 2.2.1 Previous Studies on Commercial Advertisements Abroad | 第14-15页 |
| 2.2.2 Previous Studies on Commercial Advertisements at Home | 第15-16页 |
| 2.3 Summary | 第16-18页 |
| 3 Theoretical Foundation | 第18-27页 |
| 3.1 Conceptual Metaphor Theory | 第18-23页 |
| 3.1.1 Essenco of Conceptual Metaphor | 第18页 |
| 3.1.2 Classification of Conceptual Metaphor | 第18-21页 |
| 3.1.3 Philosophical Basis of Metaphor | 第21页 |
| 3.1.4 Working Mechanism of Conceptual Metaphor | 第21-22页 |
| 3.1.5 Characteristics of Conceptual Metaphor | 第22-23页 |
| 3.2 Culture and Conceptual Metaphor | 第23-25页 |
| 3.2.1 Definition of Culture | 第23-24页 |
| 3.2.2 Relationship between Language and Culture | 第24页 |
| 3.2.3 Relationship between Conceptual Metaphor and Culture | 第24-25页 |
| 3.3 Summary | 第25-27页 |
| 4 Analysis of Conceptual Metaphors in English and Chinese Commercial Advertisements | 第27-56页 |
| 4.1 General Introduction to Commercial Advertisements | 第27-28页 |
| 4.2 Structural Metaphor in Commercial Advertisements | 第28-34页 |
| 4.2.1 Journey Metaphor in Commercial Advertisements | 第28-30页 |
| 4.2.2 War Metaphor in Commercial Advertisements | 第30-32页 |
| 4.2.3 Game and Sport Metaphor in Commercial Advertisements | 第32-33页 |
| 4.2.4 Building Metaphor in Commercial Advertisements | 第33页 |
| 4.2.5 Machine Metaphor in Commercial Advertisements | 第33-34页 |
| 4.3 Orientational Metaphor in Commercial Advertisements | 第34-37页 |
| 4.3.1 Up-Down Metaphor | 第34-36页 |
| 4.3.2 Front-Back Metaphor | 第36页 |
| 4.3.3 Central-Peripheral Metaphor | 第36-37页 |
| 4.4 Ontological Metaphor in Commercial Advertisements | 第37-43页 |
| 4.4.1 Entity and Substance Metaphor in Commercial Advertisements | 第37-39页 |
| 4.4.2 Container Metaphor in Commercial Advertisements | 第39-40页 |
| 4.4.3 Personification in Commercial Advertisements | 第40-43页 |
| 4.5 Analysis of Similarities and Differences of Conceptual Metaphors in English and ChineseCommercial Advertisements | 第43-55页 |
| 4.5.1 Similarities of Conceptual Metaphors in Commercial Advertisements | 第44页 |
| 4.5.2 Reasons for Similarities of Conceptual Metaphors in Commercial Advertisements | 第44-45页 |
| 4.5.3 Differences of Conceptual Metaphors in Commercial Advertisements | 第45-47页 |
| 4.5.4 Cultural Factors for Differences of Conceptual Metaphors | 第47-55页 |
| 4.6 Summary | 第55-56页 |
| Conclusion | 第56-58页 |
| Bibliography | 第58-61页 |
| Publications during M.A.Study | 第61-62页 |
| Acknowledgements | 第62-63页 |
