| 摘要 | 第1-5页 |
| ABSTRACT | 第5-6页 |
| Contents | 第6-8页 |
| Chapter One Introduction | 第8-12页 |
| ·Research background | 第8-9页 |
| ·The scope of present research | 第9-11页 |
| ·Research motivation | 第9-10页 |
| ·The focus and aims of this thesis | 第10页 |
| ·Research methodology | 第10-11页 |
| ·General framework of this thesis | 第11-12页 |
| Chapter Two Literature Review | 第12-22页 |
| ·Definitions of advertisement | 第12-13页 |
| ·A brief review on Internet advertisement | 第13-22页 |
| ·Definitions of Internet advertisement | 第13-14页 |
| ·The emergence of Internet advertisement | 第14-15页 |
| ·The development trend of Internet advertisement | 第15-17页 |
| ·The forms of Internet advertisement | 第17-18页 |
| ·Previous researches on advertisement and Internet advertisement | 第18-22页 |
| Chapter Three Theoretical Framework | 第22-31页 |
| ·A general introduction to conceptual integration theory | 第22-23页 |
| ·Key terms of conceptual integration theory | 第23-24页 |
| ·Mental space | 第24页 |
| ·Mapping | 第24页 |
| ·Projection | 第24页 |
| ·Conceptual integration networks | 第24-29页 |
| ·Motivations for applying the CIT to the analysis | 第29-31页 |
| Chapter Four Language Features and a CIT Based Analysis of Banner Advertisement | 第31-60页 |
| ·The use of striking and appealing words and its CIT analysis | 第32-39页 |
| ·The use of puns and its CIT analysis | 第39-44页 |
| ·The use of concise and direct words and its CIT analysis | 第44-49页 |
| ·The use of aesthetic words and its CIT analysis | 第49-54页 |
| ·The use of popular words and sentence patterns and its CIT analysis | 第54-59页 |
| ·Summary | 第59-60页 |
| Chapter Five Conclusion | 第60-63页 |
| ·Major findings of the present study | 第60-61页 |
| ·Limitations and suggestions for further study | 第61-63页 |
| References | 第63-66页 |
| Appendix | 第66-73页 |
| 个人简介 | 第73-74页 |
| 导师简介 | 第74-75页 |
| 获得成果目录清单 | 第75-76页 |
| Acnkowledgements | 第76页 |
