| Introduction | 第1-9页 |
| Chapter One Conceptualization, Classification and Functions of Advertising | 第9-17页 |
| ·Definition of Advertising | 第9-10页 |
| ·Classification of Advertising | 第10-13页 |
| ·By target audiences | 第11页 |
| ·By geographic area | 第11页 |
| ·By medium | 第11-12页 |
| ·By purpose | 第12-13页 |
| ·Functions of Advertising | 第13-14页 |
| ·Literature Review | 第14-17页 |
| ·The Stylistic Approach | 第15页 |
| ·The Pragmatic Approach | 第15页 |
| ·The Sociolinguistic Approach | 第15-16页 |
| ·The Semiotic Approach | 第16-17页 |
| Chapter Two Advertising, Language, Communication and Culture | 第17-28页 |
| ·Advertising and Language | 第17-18页 |
| ·Advertising and Communication | 第18-19页 |
| ·Advertising and Culture | 第19-28页 |
| ·The Concept of Culture | 第19-20页 |
| ·The Elements of Culture | 第20-24页 |
| ·Advertising and Culture | 第24-25页 |
| ·Advertising as Communication Across Culture | 第25-28页 |
| Chapter Three The Comparison of English and Chinese Auto Advertising | 第28-53页 |
| ·Cultural Realities Reflected in English and Chinese Auto Advertising | 第28-47页 |
| ·Values | 第28-43页 |
| ·Individualism | 第28-32页 |
| ·Competition | 第32-35页 |
| ·Change and Progress | 第35-37页 |
| ·Time Orientation | 第37-38页 |
| ·Relationship of Humankind to Nature | 第38-40页 |
| ·Dream | 第40-41页 |
| ·Pleasure | 第41-43页 |
| ·Needs | 第43-46页 |
| ·Need for safety | 第44-46页 |
| ·Need for dignity and success | 第46页 |
| ·Morals | 第46-47页 |
| ·Standardization Vs Specialization of Advertising | 第47-49页 |
| ·Standardization of Advertising | 第47-48页 |
| ·Specialization of Advertising | 第48-49页 |
| ·Auto Advertising: A Combination of Standardized and | 第49-53页 |
| Advertising | 第49页 |
| ·Why Can Auto Advertising Be Standardized? | 第49-51页 |
| ·Why Should Auto Advertising Be Specialized? | 第51-53页 |
| Chapter Four Implications of the Study for Chinese Auto Advertisers | 第53-59页 |
| ·Know the Characteristics of the Target Audience | 第53-55页 |
| ·Cultivate Cross-culture Awareness | 第55-57页 |
| ·Use Free Translation in Standardized Advertisements | 第57页 |
| ·Do comprehensive Research | 第57-58页 |
| ·Set ROI as the Guiding Principle | 第58-59页 |
| Conclusion | 第59-61页 |
| References | 第61-64页 |
| Appendix 1 English Auto Ads | 第64-71页 |
| Appendix 2 Chinese Auto Ads | 第71-75页 |
| Abstract (Chinese) | 第75-77页 |
| Abstract (English) | 第77-80页 |
| Acknowledgements | 第80-81页 |
| 导师及作者简介 | 第81页 |
