| Chapter One Introduction | 第1-13页 |
| ·General Description and the Importance of the Study | 第9-11页 |
| ·The Overall Structure of the Thesis | 第11-13页 |
| Chapter Two Literature Review | 第13-32页 |
| ·Retrospect to Research on Advertising | 第13-15页 |
| ·Retrospect to Research on Metaphor | 第15-32页 |
| ·Metaphor Studies in the West | 第15-28页 |
| ·The Aristotelian Approach: Metaphor as a Transference of Names | 第16-17页 |
| ·The Roman Thinkers' Approach: The Substitution Theory | 第17-19页 |
| ·The Pragmatic Approach: Metaphor as a Special Speech Act | 第19-22页 |
| ·The Interactionist Approach: Metaphor as an Interaction | 第22-24页 |
| ·The Cognitive Approach to Metaphor | 第24-27页 |
| ·Blending Theory of Metaphor | 第27-28页 |
| ·Metaphor Studies in China | 第28-32页 |
| Chapter Three An Overview of Advertising | 第32-41页 |
| ·The Definition of Advertising | 第32-33页 |
| ·The Mass Media of Advertising | 第33-35页 |
| ·The Classification of Advertising | 第35页 |
| ·The Functions of advertising | 第35-38页 |
| ·Requirements of Advertising Copywriting | 第38-41页 |
| Chapter Four Features of Advertising Language | 第41-61页 |
| ·The Common Structure of Advertising | 第41-47页 |
| ·Headline | 第41-43页 |
| ·Subhead | 第43-44页 |
| ·Body Copy | 第44-45页 |
| ·Slogans | 第45-47页 |
| ·Requirements of Advertising Language | 第47-49页 |
| ·Features of Advertising Language | 第49-61页 |
| ·English Morphology in Advertising Language | 第49-54页 |
| ·English Syntax in Advertising Language | 第54-57页 |
| ·Rhetorical Devices in Advertising Language | 第57-61页 |
| Chapter Five Metaphor in Advertising Translation | 第61-112页 |
| ·Importance of Advertising Translation | 第61-62页 |
| ·Metaphor Translation: The Key to Advertising Translation | 第62-63页 |
| ·A General Survey on Metaphor | 第63-94页 |
| ·Definitions of Metaphor | 第63-66页 |
| ·The Dictionary Definition | 第64-65页 |
| ·A Different Definition from the Perspective of Translation | 第65-66页 |
| ·The Main Characteristics of Metaphor | 第66-70页 |
| ·The Ubiquity of Metaphor | 第66-67页 |
| ·The Conceptual Nature of Metaphor | 第67-69页 |
| ·The Systematicity of Metaphor | 第69-70页 |
| ·The Classification of Metaphor | 第70-83页 |
| ·Classification of Metaphor According to Meaning | 第71-75页 |
| ·Classification of Metaphor in Cognitive View | 第75-83页 |
| ·Intercultural Comparison of Metaphors | 第83-94页 |
| ·Metaphorical Concepts and Cultural Value Orientation | 第83-85页 |
| ·The Generality of Metaphorical Concepts in Chinese and English | 第85-88页 |
| ·The Differences of Metaphorical Concepts in Chinese and English | 第88-94页 |
| ·Metaphor Translation in Advertising | 第94-112页 |
| ·Literature Review on Metaphor Translation | 第95-97页 |
| ·Western Studies on Metaphor Translation | 第95-96页 |
| ·Chinese Studies on Metaphor Translation | 第96页 |
| ·Summary | 第96-97页 |
| ·Metaphor Translation from the Cognitive Perspective | 第97-99页 |
| ·Strategies of Metaphor Translation in Advertising------Case Study | 第99-112页 |
| ·Metaphors to Metaphors | 第99-106页 |
| ·Metaphors to Similes | 第106-109页 |
| ·Metaphors to Non-metaphors | 第109-112页 |
| Chapter Six Conclusion | 第112-116页 |
| ·Major Findings | 第112-113页 |
| ·Recommendations for Future Research | 第113-116页 |
| Bibliography | 第116-120页 |
