文摘
英文文摘
声明
Acknowledgements
1. Introduction
1.1 Motivations and goals
1.2 Research methodology and source data
1.3 The organization of the thesis
2. Literature review
2.1 The rhetorical approach
2.2 The semantic approach
2.3 The pragmatic approach
2.4 The cognitive approach
2.5 Metaphor in advertising
3. Theoretical foundation
3.1 The cognitive approach to metaphor
3.1.1 The main characteristics of metaphor
3.1.2 Metaphor as a mapping across two domains
3.1.3 The experiential bases and realization of metaphor
3.1.4 Classification of metaphor
3.2 The pragmatic approach to metaphor
3.2.1 Relevance and cognition
3.2.2 Ostensive-inferential communication
3.2.3 Identification of implicatures
3.2.4 Metaphor and relevance theory
3.3 A cognitive-pragmatic approach to metaphor
4. Ontological metaphors in English advertisements
4.1 Application of ontological metaphors in advertisements
4.2 Classification of ontological metaphor in advertisements
4.3 Advertisements as ostensive-inferential communication
4.4 Metaphors as ostensive stimulus
5. Ostensive-Inferential analysis of ontological metaphors
5.1 Entity and substance metaphors for different purposes
5.1.1 Referring
5.1.2 Quantifying
5.1.3 Identifying aspects
5.2 Container metaphors
5.2.1 Container schema and container metaphor
5.2.2 Exemplifications
5.3 Personification metaphors
6. Conclusion
6.1 Summary of the study
6.2 Limitations of the study
6.3 Suggestions for further research
Bibliography
上海师范大学;
