Abstract
摘要
Introduction
Chapter One Literature Review
1.1 A General Introduction to Metaphor
1.1.1 Definition and classification of metaphor
1.1.2 Influential Theories about Metaphor in History
1.2 Review of the study on English Advertising
1.2.1 Definition and Classification of Advertising
1.2.2 Research Achievements on English Advertising Language
1.2.3 Metaphor in Advertising
Chapter Two Main Theories about Implicature
2.1 Metaphor and Grice's Conversational Implicature
2.1.1 Crice's Conversational Implicature Theory
2.1.2 Metaphor as the Violation of CP
2.2 A Relevance-Based Approach to Metaphor
2.2.1 Sperber and Wilson's the Principle of Relevance
2.2.2 Metaphor as a Device to Trigger Weak Implicatures
Chapter Three Case Study on Explicit Implicature of Metaphor In English Advertising
3.1 The Explicit Implicature of Metaphor in Advertising
3.1.1 The Explicit Implicature of Metaphor in Verbal Advertising
3.2 The Explicit Implicature of Metaphor in Pictorial Advertising
3.2.1 Metaphors with One Visually Present Term
3.2.2 Metaphors with Two Visually Present Terms
3.2.3 Verbal-Visual Metaphors
Chapter Four The Implicit Implicature of Metaphor in English Advertising
4.1 The Implicit Implicature of Metaphor in Verbal Advertising
4.2 The Implicit Implicature of Metaphor in Pictorial Advertising
Chapter Five Concluding Remarks
5.1 Conclusion
5.2 Significance of the Thesis
5.3 Limitation of the Thesis
Bibliography
Acknowledgements
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