| Abstract | 第3-4页 |
| 摘要 | 第5-8页 |
| Chapter One Introduction | 第8-12页 |
| 1.1 Study Background and Significance | 第8-9页 |
| 1.2 Research Status | 第9-10页 |
| 1.3 The Framework of the Thesis | 第10-12页 |
| Chapter Two Introduction of Cross-cultural Pragmatics | 第12-21页 |
| 2.1 Intercultural Communication | 第14-15页 |
| 2.2 Cross-cultural Pragmatics | 第15-21页 |
| 2.2.1 The Development of Cross-cultural Pragmatics | 第16-18页 |
| 2.2.2 The Content of Cross-cultural Pragmatics | 第18-19页 |
| 2.2.3 The Research Technique of Cross-cultural Pragmatics | 第19-21页 |
| Chapter Three Introduction of Advertisement | 第21-33页 |
| 3.1 The Definition of Advertisement | 第21-22页 |
| 3.2 Development of Advertising | 第22页 |
| 3.3 Elements of Advertising | 第22-26页 |
| 3.3.1 Trademark | 第23页 |
| 3.3.2 Headline | 第23-24页 |
| 3.3.3 Slogan | 第24-25页 |
| 3.3.4 Body | 第25-26页 |
| 3.4 Comparison of English and Chinese Advertising Language | 第26-33页 |
| Chapter Four The Comparison between Cross-cultural Pragmatics and English andChinese Advertisement | 第33-45页 |
| 4.1 The Contrastive Study of Speech Act in English and Chinese Advertising Language | 第33-39页 |
| 4.2 The Contrastive Study of Social-culture Pragmatic in English and ChineseAdvertising Language | 第39-41页 |
| 4.3 The Contrastive Study of Contrastive Pragmatics in English and Chinese AdvertisingLanguage | 第41-42页 |
| 4.4 The Contrastive Study of Interlanguage Pragmatics in English and ChineseAdvertising Language | 第42-45页 |
| Chapter Five Cross-cultural Pragmatic Failure in English and Chinese AdvertisingLanguages and Coping Strategies | 第45-58页 |
| 5.1 The Definition of Pragmatic Failure | 第45-46页 |
| 5.2 Thomas’ Definition of Pragmatic Failure | 第46-47页 |
| 5.3 The Classification of Cross-cultural Pragmatic Failure | 第47-50页 |
| 5.3.1 Pragmalinguistic Failure | 第49-50页 |
| 5.3.2 Sociopragmatic Failure | 第50页 |
| 5.4 Analysis of the Causes and Strategies | 第50-58页 |
| 5.4.1 Cause of the Pragmalinguistic Failure | 第51-54页 |
| 5.4.2 Cause of the Sociopragmatic Failure | 第54-58页 |
| Chapter Six Conclusion | 第58-60页 |
| 6.1 Limitations of the Thesis | 第58页 |
| 6.2 Suggestions for Further Study | 第58-60页 |
| Bibliography | 第60-64页 |
| Achievements in Scientific Research during the Period of Study for a master’s degree | 第64-66页 |
| Acknowledgements | 第66页 |
