文摘
英文文摘
Acknowledgements
Chapter One 1. Introduction
1.1 Changing Role of Metaphor in Advertising and Its Slogans
1.2 Study of Metaphor in Advertising
1.3 Culture and Its Advertising Consequences
1.4 Main Aims and Structure of This Thesis
Chapter 2 Literature Review
2.1 Introduction
2.2 The Theory of Conceptual Metaphor
2.2.1 Body-mind relationship of the theory of conceptual metaphor
2.2.2 Architecture of Conceptual Metaphor Theory
2.2.3 Support for Conceptual Metaphor Theory
2.3 Conceptual Metaphor, Culture, and Language
2.4 Cross-cultural Study on Advertising
2.4.1 Dimensions of Cultural Value Orientations
2.4.2 Cultural Difference Manifest in Advertising Content
2.5 Research Questions
Chapter 3 Research Method
3.1 Introduction
3.2 Description of Data
3.3 Coding
3.3.1 Coding Sheet
3.3.2 Coding Scheme
Chapter 4 Data Analysis
4.1 Results
4.2 Discussion
4.2.1 Conceptual Metaphor Claims
4.2.2 Cultural Influence on Metaphor and Advertising Language
Chapter Five Conclusions
5.1 Concluding Remarks
5.2 Implications
5.3 Limitations
Figure 1 Cross Damain Mapping of LIFF IS A JOURNEY
Appendix
References