| CHAPTER Ⅰ INTRODUCTION：AN OVERVIEW OF ADVERTISING | 第11-20页 |
| 1．1 ADVERTISING DEFINED | 第11-12页 |
| 1．2 ROLES AND FUNCTIONS OF ADVERTISING | 第12-13页 |
| 1．3 LITERATURE REVIEW | 第13-18页 |
| 1．4 SIGNIFICANCE OF THIS STUDY | 第18-20页 |
| CHAPTER Ⅱ ADVERTISING AND CULTURE | 第20-31页 |
| 2．1 WHAT IS CULTURE | 第20-21页 |
| 2．2 ADVERTISING AND CULTURE | 第21-27页 |
| 2．2．1 Cultural Embodiment in Advertising | 第21-24页 |
| 2．2．2 Advertising's Effect on Culture | 第24-27页 |
| 2．3 HIGH-CONTEXT VERSUS LOW-CONTEXT CULTURE AND ADVERTISING | 第27-29页 |
| 2．4 CORE ELEMENTS OF CULTURE AND ADVERTISING | 第29-31页 |
| CHAPTER Ⅲ CONTRASTIVE ANALYSIS OF ENGLISH AND CHINESE ADVERTISING | 第31-61页 |
| 3．1 OPINION SURVEY | 第32-43页 |
| 3．1．1 Attitudes towards advertising | 第32-33页 |
| 3．1．2 Values | 第33-43页 |
| 3．2 CONTRASTIVE ANALYSIS OF COLLECTED DATA | 第43-61页 |
| 3．2．1 Contrastive Analysis at Lexical Level | 第43-46页 |
| 3．2．2 Contrastive Analysis at Syntactical Level | 第46-50页 |
| 3．2．3 Contrastive Analysis at Rhetoric Level | 第50-57页 |
| 3．2．3 Contrastive Analysis at Discourse Level | 第57-61页 |
| CHAPTER Ⅳ INTERNATIONAL ADVERTISING: COMMUNICATING ACROSS CULTURES | 第61-75页 |
| 4．1 ADVERTISING AS COMMUNICATION | 第61-63页 |
| 4．2 INTERNATIONAL ADVERTISING：CROSS-CULTURAL COMMUNICATION | 第63-65页 |
| 4．2．1 What Is International Advertising | 第63-64页 |
| 4．2．2 Development of International Advertising | 第64页 |
| 4．2．3 International Advertising Is Cross-cultural Communication | 第64-65页 |
| 4．3 PITFALLS IN INTERNATIONAL ADVERTING | 第65-70页 |
| 4．3．1 Language Misuse | 第65-67页 |
| 4．3．2 Cultural Blunders | 第67-69页 |
| 4．3．3 Colors and Other Signs and Symbols | 第69-70页 |
| 4．4 STANDARDIZATION VERSUS SPECIALIZATION | 第70-71页 |
| 4．5 CHINESE ADVERTISERS FACE CHALLENGES AS WELL AS | 第71-73页 |
| OPPORTUNITIES | 第72-73页 |
| 4．6 PROBLEMS IN CHINESE INTERNATIONAL ADVERTISING | 第73-75页 |
| CHAPTER Ⅴ WHAT MAKES A GOOD AD：IMPLICATIONS OF THE STUDY | 第75-84页 |
| 5．1 THINK ROI | 第75页 |
| 5．2 OVERCOME THE LANGUAGE BARRIER | 第75-77页 |
| 5．3 CULTIVATE CROSS-CULTURE AWARENESS | 第77-80页 |
| 5．4 DO COMPREHENSIVE RESEARCH | 第80-81页 |
| 5．4 DRAW INSPIRATION FROM CHINESE CULTURE | 第81-82页 |
| 5．5 OPEN TO THE OUTSIDE AND KEEP PACE WITH THE INTERNATIONAL CURRENTS | 第82-84页 |
| CHAPTER Ⅵ CONCLUSION | 第84-86页 |
| APPENDIX | 第86-90页 |
| REFERENCES | 第90-93页 |
