声明
Acknowledgements
Contents
Abstract
摘要
Chapter One Introduction
1.1 Background
1.2 Issues and Methodology
1.3 Significance
1.4 Organization
Chapter Two Literature review
2.1 An introduction of advertisement
2.1.1 Definition and Features of Advertisement
2.1.2 Previous Studies on Advertisements
2.1.3 Studies on Cosmetics Advertisements
2.2 Review of Studies on Metaphor
2.2.1 Traditional Views of Metaphor Abroad
2.2.2 Cognitive Views of Metaphor
2.2.3 Studies on the Relation between Culture and Metaphor
2.3 Review of Studies on Metaphors in Advertisement
2.3.1 Previous Studies on Metaphors in English Advertisements
2.3.2 Previous Studies on Metaphors in Chinese Advertisements
Chapter Three Theoretical Foundations
3.1 Cognitive Metaphor Theory
3.1.1 Cognitive Explanation of Metaphor
3.1.2 Conceptual Metaphor Theory
3.2 Cultural Models
3.3 Prototype,Basic-level Category and Image Schema
3.3.1 Prototype
3.3.2 Basic-level Category
3.3.3 Image Schema
Chapter Four Metaphorical Similarities and Differences in English and Chinese Cosmetics Advertisements
4.1 Homogeneity of Metaphors in Chinese and English Cosmetics Advertisements and Its Interpretation
4.1.1 Ontological Metaphor:COMMERCIAL ORGANIZATIONS/PRODUCTS ARE PEOPLE
4.1.2 Structural metaphor:SKIN CARE IS WAR
4.1.3 Container Metaphor:SKIN IS A CONTAINER
4.1.4 A Cultural-model Interpretation on the Similarity
4.2 Heterogeneity between Metaphorical Advertisements and Its Interpretation
4.2.1 The Effect of Cultural Models on Target Domains of Metaphors
4.2.2 Different Choices of Prototypes and Its Effect on the Choice of Sources Domain
4.2.3 A Cultural-model Explanation to the Influence of Basic-level on the choice of Source domains
4.2.4 A Cultural-model Explanation to the Influence of Image Schema on the choice of Source domains
Chapter Five Conclusion
5.1 Major findings of this Study
5.2 Limitation of the Study and Suggestions for the Future Study
Note
Bibliography