| 摘要 | 第1-8页 |
| Abstract | 第8-10页 |
| Chapter One Introduction | 第10-14页 |
| ·Research Background | 第11-12页 |
| ·The Significance of the Study | 第12-13页 |
| ·The Structure of the Thesis | 第13-14页 |
| Chapter Two Literature Review | 第14-29页 |
| ·Introduction | 第14页 |
| ·Previous Researches into Advertising | 第14-18页 |
| ·The Definition of Advertising | 第14-15页 |
| ·Foreign Researches into Advertising | 第15-17页 |
| ·Domestic Researches into Advertising | 第17-18页 |
| ·Previous Researches into Metaphors in Advertising | 第18-28页 |
| ·Previous Researches into Verbal and Non-verbal Metaphors in Advertising | 第19-23页 |
| ·The Study of Verbal Metaphors in Advertising | 第19-21页 |
| ·The Study of Non-verbal Metaphors in Advertising | 第21-23页 |
| ·Previous Researches into Ideological Metaphors in Advertising | 第23-25页 |
| ·Previous Researches into Gender Metaphors in Advertising | 第25-28页 |
| ·Summary | 第28-29页 |
| Chapter Three Theoretical Foundations | 第29-39页 |
| ·Introduction | 第29-30页 |
| ·Conceptual Metaphor Theory | 第30-34页 |
| ·The Definition of Conceptual Metaphors | 第30-33页 |
| ·The Working Mechanism of Conceptual Metaphors | 第33-34页 |
| ·Conceptual Blending Theory | 第34-38页 |
| ·The Key Terms and Processes of Conceptual Blending Theory | 第35-36页 |
| ·The Classifications of Conceptual Integration Networks | 第36-38页 |
| ·Summary | 第38-39页 |
| Chapter Four Methodology and Data Analysis | 第39-76页 |
| ·Introduction | 第39页 |
| ·Methodology | 第39-42页 |
| ·Research Questions | 第39-40页 |
| ·Data Collection | 第40-41页 |
| ·Research Procedures | 第41-42页 |
| ·Metaphor Identification | 第42-45页 |
| ·Metaphor Interpretation | 第45-50页 |
| ·The Identification of Conceptual Keys in Advertising | 第46-47页 |
| ·The Identification of Conceptual Metaphors in Advertising | 第47-50页 |
| ·Metaphor Explanation | 第50-74页 |
| ·The Identification of Gender Metaphors in Advertising | 第50-52页 |
| ·The Classification of Gender Metaphors in Advertising | 第52-64页 |
| ·Universal Gender Metaphors in Advertising | 第53-56页 |
| ·Cultural Gender Metaphors in Advertising | 第56-60页 |
| ·Cases of Gender Metaphors in Advertising | 第60-62页 |
| ·Hybrid Types of Gender Metaphors in Advertising | 第62-64页 |
| ·Explanation of Gender metaphors Based on Conceptual Integration Networks | 第64-74页 |
| ·Cross-space Mapping in Simplex Networks and Gender Metaphors Analysis | 第65-66页 |
| ·Cross-space Mapping in Mirror Networks and Gender Metaphor Analysis | 第66-68页 |
| ·Cross-space Mapping in Single-Scope Networks and Gender Metaphor Analysis | 第68-70页 |
| ·Cross-space Mapping in Double-Scope Networks and Gender Metaphor Analysis | 第70-72页 |
| ·Cross-space Mapping in Multiple Blend Networks and Gender Metaphor Analysis | 第72-74页 |
| ·Summary | 第74-76页 |
| Chapter Five Conclusion | 第76-80页 |
| ·Major Findings and Implications of the Present Research | 第76-78页 |
| ·Limitations and Suggestions for Future Research | 第78-80页 |
| Bibliography | 第80-85页 |
| APPENDIXES | 第85-100页 |
| Appendix Ⅰ Product names, Key words and Key images in the corpus | 第85-90页 |
| Appendix Ⅱ Metaphorical Statements, Source domains and Target domains andThei r Corresponding Projected Features in the copus | 第90-100页 |
| Acknowledgements | 第100-101页 |
| 在读期间发表的学术论文及研究成果 | 第101页 |
