| Abstract | 第4-5页 |
| 摘要 | 第7-12页 |
| Introduction | 第12-16页 |
| 0.1 Research Background | 第12-13页 |
| 0.2 Research Questions | 第13页 |
| 0.3 The Purposes and Significance of the Research | 第13-14页 |
| 0.4 The Layout of the Thesis | 第14-16页 |
| Chapter One Literature Review | 第16-26页 |
| 1.1 Previous Researches on Multimodal Discourses | 第16-20页 |
| 1.1.1 Previous Researches on Multimodal Discourses from the Systemic-functional Perspective | 第17-18页 |
| 1.1.2 Previous Researches on Multimodal Discourses from the Cognitive Perspective | 第18-20页 |
| 1.2 Previous Researches on Metaphors in Advertisements | 第20-24页 |
| 1.2.1 Previous Researches on Metaphors in Advertisements from the Perspective of Rhetoric | 第21-22页 |
| 1.2.2 Previous Researches on Metaphors in Advertisements from the Perspective of Pragmatics | 第22页 |
| 1.2.3 Previous Researches on Multimodal Metaphors in Advertisements from a Cognitive Perspective | 第22-23页 |
| 1.2.4 Previous Researches on the Persuasive Function of Metaphors in Advertisements | 第23-24页 |
| 1.3 Summary | 第24-26页 |
| Chapter Two Theoretical Foundation | 第26-38页 |
| 2.1 Conceptual Metaphor Theory | 第26-31页 |
| 2.1.1 Features of Conceptual Metaphors | 第27-29页 |
| 2.1.2 Classification of Conceptual Metaphors | 第29-30页 |
| 2.1.3 Working Mechanism of Conceptual Metaphors | 第30-31页 |
| 2.2 Multimodal Metaphor Theory | 第31-36页 |
| 2.2.1 Definition of Multimodal Metaphors | 第32-33页 |
| 2.2.2 Features of Multimodal Metaphors | 第33-35页 |
| 2.2.3 Classification of Multimodal Metaphors | 第35-36页 |
| 2.3 Summary | 第36-38页 |
| Chapter Three Construal of Different Multimodal Metaphors in PPSAs and Factors Affecting It | 第38-66页 |
| 3.1 Construal of Multimodal Metaphors in the PPSAs | 第38-54页 |
| 3.1.1 Construal of the Verbal-pictorial Multimodal Metaphors | 第40-44页 |
| 3.1.2 Construal of Multimodal Metaphors with One Pictorially Present Term | 第44-47页 |
| 3.1.3 Construal of Multimodal Metaphors with Two Pictorially Present Terms | 第47-54页 |
| 3.2 Factors Affecting the Construal of Multimodal Metaphors in PPSAs | 第54-59页 |
| 3.2.1 Context of the Specific Multimodal Discourse | 第54-57页 |
| 3.2.2 Encyclopedia Knowledge and Individual Subjectivity | 第57-58页 |
| 3.2.3 Cultural Features | 第58-59页 |
| 3.3 Construal Model of Multimodal Metaphors in PPSAs | 第59-63页 |
| 3.4 Summary | 第63-66页 |
| Chapter Four Cognitive Pragmatic Functions of Multimodal Metaphors in PPSAs | 第66-76页 |
| 4.1 Cognitive Persuasion of Multimodal Metaphors in PPSAs | 第67-71页 |
| 4.1.1 Stimulating Cognitive Participation | 第67-69页 |
| 4.1.2 Generating New Cognitive Experience | 第69-71页 |
| 4.2 Emotional Persuasion of Multimodal Metaphors in PPSAs | 第71-75页 |
| 4.2.1 Transferring Emotional Preference | 第71-73页 |
| 4.2.2 Generating Positive Emotional Experience | 第73-75页 |
| 4.3 Summary | 第75-76页 |
| Conclusion | 第76-80页 |
| Bibliography | 第80-86页 |
| Acknowledgements | 第86-88页 |
