Abstract
摘要
List of Figures
List of Tables
Contents
Introduction
0.1 Research Background
0.2 Research Questions
0.3 Research Purposes and Significance
0.4 Layout of the Thesis
Chapter One Literature Review
1.1 Advertising
1.1.1 Definition of Advertisements
1.1.2 Classification of Advertisements
1.1.3 Previous Studies of Multimodal Metaphors in Advertisements
1.2 The Persuasive Strategies of Metaphors in Advertisements
1.2.1 Three Persuasive Strategies
1.2.2 Previous Researches on the Persuasive Strategies of Metaphors in Advertisements
1.3 Summary
Chapter Two Theoretical Foundation
2.1 Conceptual Metaphor Theory
2.1.1 Definition of Conceptual Metaphor
2.1.2 Characteristics of Conceptual Metaphor
2.1.3 Classification of Conceptual Metaphor
2.1.4 Working Mechanism of Conceptual Metaphor
2.2 Multimodal Metaphor Theory
2.2.1 Mode
2.2.2 Definition of Multimodal Metaphor
2.2.3 Distinctive Features of Multimodal Metaphor
2.2.4 Metonymy in Multimodal Metaphor
Chapter Three Meaning Construction of Multimodal Metaphor in Chinese and English TV Advertisements of Milk
3.1.1 Meaning Construction of Multimodal Metaphor in Mengniu
3.1.2 Meaning Construction of Multimodal Metaphor in Yili
3.1.3 Meaning Construction of Multimodal Metaphor in Bright Dairy
3.2 Meaning Construction of Multimodal Metaphor in English TV Advertisements of Milk
3.2.1 Meaning Construction of Multimodal Metaphor in Cravendale
3.2.2 Meaning Construction of Multimodal Metaphor in Devondale
3.2.3 Meaning Construction of Multimodal Metaphor in Real California Milk
3.3 A Comparison of Meaning Construction of Multimodal Metaphor in Chinese and English TV Advertisements of Milk
Chapter Four Persuasive Strategies of Multimodal Metaphor in TV Advertisements of Milk
4.1 Pathos in TV Advertisements of Milk
4.2 Ethos in TV Advertisements of Milk
4.3 Logos in TV Advertisements of Milk
4.4 Summary
Conclusion
Bibliography
Appendix
Acknowledgements
声明