| 摘要 | 第5-6页 |
| Abstract | 第6页 |
| Chapter One Introduction | 第9-14页 |
| 1.1 Background of the Research | 第9-10页 |
| 1.2 Significance of the Research | 第10-11页 |
| 1.3 Research Questions and Methods | 第11-12页 |
| 1.4 Layout of the Thesis | 第12-14页 |
| Chapter Two Literature Review | 第14-21页 |
| 2.1 Previous Studies on Multimodal Metaphor | 第14-17页 |
| 2.1.1 Studies on Multimodal Metaphor Abroad | 第14-16页 |
| 2.1.2 Studies on Multimodal Metaphor at Home | 第16-17页 |
| 2.2 Previous Studies on Public Service Advertisements | 第17-19页 |
| 2.2.1 Studies from Linguistic Perspective | 第17页 |
| 2.2.2 Studies from Semiotic Perspective | 第17-18页 |
| 2.2.3 Studies from Psychological Perspective | 第18-19页 |
| 2.3 Previous Studies on Multimodal Metaphor in Public Service Advertisements | 第19-21页 |
| 2.3.1 Studies on Multimodal Metaphor in Public Service Advertisements Abroad | 第19页 |
| 2.3.2 Studies on Multimodal Metaphor in Public Service Advertisements at Home | 第19-21页 |
| Chapter Three Theoretical Framework | 第21-29页 |
| 3.1 Conceptual Metaphor Theory | 第21-23页 |
| 3.1.1 Definition of Conceptual Metaphor | 第21-22页 |
| 3.1.2 Features of Conceptual Metaphor | 第22-23页 |
| 3.2 Multimodal Metaphor Theory | 第23-29页 |
| 3.2.1 Definitions of Multimodal Metaphor and Related Terms | 第23-25页 |
| 3.2.2 Distinctive Features of Multimodal Metaphor | 第25-27页 |
| 3.2.3 Working Mechanism of Multimodal Metaphor | 第27-29页 |
| Chapter Four Meaning Construction of Multimodal Metaphors in Traffic Safety TVAdvertisements | 第29-59页 |
| 4.1 Meaning Construction of Multimodal Metaphors in Four Advertisements | 第29-47页 |
| 4.1.1 Meaning Construction of Multimodal Metaphors in Speeding | 第31-34页 |
| 4.1.2 Meaning Construction of Multimodal Metaphors in Running | 第34-39页 |
| 4.1.3 Meaning Construction of Multimodal Metaphors in Belt of Love | 第39-43页 |
| 4.1.4 Meaning Construction of Multimodal Metaphors in Animals | 第43-47页 |
| 4.2 Functions and Interplay of Modes in the Process of Meaning Construction | 第47-54页 |
| 4.2.1 Function of Each Mode | 第47-53页 |
| 4.2.2 Interplay of Different Modes | 第53-54页 |
| 4.3 Factors Affecting the Meaning Construction of Multimodal Metaphors | 第54-57页 |
| 4.3.1 Cognitive Factor | 第54-55页 |
| 4.3.2 Emotional Factor | 第55-56页 |
| 4.3.3 Cultural Factor | 第56-57页 |
| 4.4 Summary | 第57-59页 |
| Chapter Five Conclusion | 第59-62页 |
| 5.1 Major Findings | 第59-60页 |
| 5.2 Research Limitations | 第60-61页 |
| 5.3 Suggestions for Future Study | 第61-62页 |
| References | 第62-64页 |
| Appendix A Titles of Traffic Safety TV Advertisements in the Corpus | 第64-66页 |
| Appendix B Interpretation of the 78 Multimodal Metaphors | 第66-69页 |
| Acknowledgements | 第69页 |
