| 摘要 | 第11-13页 |
| Abstract | 第13-14页 |
| Chapter One Introducion | 第15-21页 |
| 1.1 Research Background | 第15-18页 |
| 1.2 Objective and Significance of the Study | 第18-19页 |
| 1.3 Organization of the Thesis | 第19-21页 |
| Chapter Two Literature Review | 第21-39页 |
| 2.1 Review of the Studies of Metaphor | 第21-29页 |
| 2.1.1 Rhetorical Studies of Metaphor | 第21-23页 |
| 2.1.2 Semantic and Pragmatic Studies of Metaphor | 第23-26页 |
| 2.1.2.1 The Semantic View on Metaphor | 第23-24页 |
| 2.1.2.2 The Pragmatic View on Metaphor | 第24-26页 |
| 2.1.3 Cognitive Studies of Metaphor | 第26-29页 |
| 2.2 Review of the Studies of Advertisements | 第29-36页 |
| 2.2.1 Classifications of Advertisements | 第29-30页 |
| 2.2.2 Review of Chinese Tobacco Advertisements | 第30-36页 |
| 2.3 Previous Studies of Metaphor in Advertisements | 第36-37页 |
| 2.4 Summary | 第37-39页 |
| Chapter Three Theoretical Framework | 第39-50页 |
| 3.1 Multimodal Metaphor by Charles Forceville | 第39-42页 |
| 3.1.1 Definition of Modal | 第39-40页 |
| 3.1.2 Monomodal Metaphor and Multimodal Metaphor | 第40页 |
| 3.1.3 Luterpretation of Multimodal Metaphor | 第40-42页 |
| 3.2 Visual Design Grammar of Kress and van Leeuwen | 第42-49页 |
| 3.2.1 Representational Meaning and Metaphor Construction | 第43-46页 |
| 3.2.1.1 Narrative Process and Metaphor Construction | 第44-45页 |
| 3.2.1.2 Conceptual Representation and Metaphor Construing | 第45-46页 |
| 3.2.2 Interactive Meaning and Metaphor Construction | 第46-48页 |
| 3.2.3 Composite Meaning and Metaphor Construction | 第48-49页 |
| 3.3 Summary | 第49-50页 |
| Chapter Four Methodology | 第50-54页 |
| 4.1 Research Questions | 第50页 |
| 4.2 Data Collection | 第50页 |
| 4.3 Research Methods | 第50-53页 |
| 4.4 Summary | 第53-54页 |
| Chapter Five Multimodal Metaphor in Chinese Tobacco Advertisements | 第54-82页 |
| 5.1 The Analysis of Multimodal Metaphor in Chinese Tobacco Advertisements | 第54-59页 |
| 5.2 Case studies-multimodal metaphor in Chinese Tobacco Advertisement | 第59-79页 |
| 5.2.1 Image-related Products | 第60-71页 |
| 5.2.1.1 Case One:the Brand Development of the Advertisements of Suyan, Nanjing | 第60-64页 |
| 5.2.1.2 Case Two:the Processing Technology of Taishan Shenxiu Cigarettes. Smell Sweet Tea, this is it! | 第64-67页 |
| 5.2.1.3 Case Three:the Historical Inheritance of Dachongjiu Cigarettes | 第67-71页 |
| 5.2.2 Non-image-related Products | 第71-79页 |
| 5.2.2.1 Case One:Culture | 第71-76页 |
| 5.2.2.2 Case Two:Superior Natural Scenery-Yinxiang Manor, Yunnan Impression Cigarette | 第76-79页 |
| 5.3 A Generalization of Multimodal Metaphor in Chinese Tobacco Advertisements | 第79-80页 |
| 5.4 Summary | 第80-82页 |
| Chapter Six Conclusion | 第82-87页 |
| 6.1 Major Findings | 第82-83页 |
| 6.2 Implications | 第83-85页 |
| 6.3 Limitations and Suggestions for Further Studies | 第85-87页 |
| References | 第87-90页 |
| Acknowledgements | 第90-91页 |
| 附件 | 第91页 |
