| 中文摘要 | 第1-6页 |
| Abstract | 第6-10页 |
| Chapter Ⅰ Introduction | 第10-16页 |
| ·A Brief Introduction to the Study | 第10-12页 |
| ·Objectives and Significance of the Thesis | 第12-14页 |
| ·Methodology and Arrangement | 第14-16页 |
| Chapter Ⅱ Literature Review | 第16-31页 |
| ·Western Scholars' Researches on Politeness | 第16-24页 |
| ·Lakoff's Politeness Rules | 第16-18页 |
| ·Brown and Levinson's Face Theory | 第18-19页 |
| ·Leech's Politeness Principle | 第19-22页 |
| ·Ting-Toomey's Face-negotiation Theory | 第22-24页 |
| ·Chinese Scholars' Researches on Politeness | 第24-31页 |
| ·Gu's Chinese Politeness Principle | 第25-28页 |
| ·Mao's Relative Face Orientation Construct | 第28-31页 |
| Chapter Ⅲ Theoretical Framework | 第31-44页 |
| ·Different Cultural Structure of China and America | 第31-33页 |
| ·Comparative Study of Chinese and American Culture | 第33-39页 |
| ·Influence of Chinese Traditional Culture on Chinese People's Value System | 第33-37页 |
| ·Influence of Christianity on American People's Value System | 第37-39页 |
| ·Cross-cultural Pragmatic Study of Politeness | 第39-44页 |
| Chapter Ⅳ Research Design | 第44-55页 |
| ·Hypotheses Based on Supra-face Features | 第44-45页 |
| ·Separate Features of Eight Sub-face Features | 第45-49页 |
| ·Advertisement Samples | 第49-55页 |
| ·Chinese Advertisement Samples | 第50-51页 |
| ·American Advertisement Samples | 第51-55页 |
| Chapter Ⅴ Advertisement Analysis | 第55-93页 |
| ·Categorization and Analysis Based on Eight Sub-face Features | 第55-79页 |
| ·Frequency Descriptions in Tables | 第79-84页 |
| ·Findings and Results | 第84-93页 |
| ·Results of the Three Hypotheses | 第84-88页 |
| ·Findings of the Eight Sub-face Features | 第88-93页 |
| Chapter Ⅵ Conclusion and Limitations | 第93-97页 |
| Bibliography | 第97-103页 |
| Acknowledgements | 第103-104页 |
| 在读期间科研成果目录 | 第104页 |
