| 中文摘要 | 第1-7页 |
| Abstract | 第7-12页 |
| Chapter One Introduction | 第12-16页 |
| ·Background of the Study | 第12-13页 |
| ·Purpose and Significance of the Study | 第13-14页 |
| ·Methodology and Structure of the Study | 第14-16页 |
| Chapter Two Literature Review and Theoretical Foundations | 第16-58页 |
| ·Advertising | 第16-21页 |
| ·Definition of Advertising | 第16-17页 |
| ·Classification of Advertising | 第17-18页 |
| ·Formation of Advertising | 第18-20页 |
| ·Function of Advertising | 第20-21页 |
| ·Advertising, Advertising Language and Culture | 第21-26页 |
| ·Advertising and Culture | 第21-24页 |
| ·Advertising Language and Culture | 第24-26页 |
| ·Previous Studies on Advertising Language | 第26-32页 |
| ·Studies on Advertising Language Abroad | 第26-30页 |
| ·Studies on Advertising Language at Home | 第30-32页 |
| ·Features of Advertising Language | 第32-38页 |
| ·Lexical Features | 第33-34页 |
| ·Syntactic Features | 第34-36页 |
| ·Rhetorical Features | 第36-38页 |
| ·Cultural Values and Advertising | 第38-40页 |
| ·Comparison of Chinese and American Cultural Values | 第40-53页 |
| ·Collectivism vs. Individualism | 第40-46页 |
| ·High Power Distance vs. Low Power Distance | 第46-50页 |
| ·Long-term Orientation vs. Short-term Orientation | 第50-53页 |
| ·High-context Culture and Low-context Culture | 第53-58页 |
| Chapter Three Contrastive Analysis of Cultural Differences in Advertising and Its Language: Two Cases Study | 第58-80页 |
| ·Case One: Coca-Cola‘s Study | 第58-62页 |
| ·Introduction of Coca-Cola | 第58-59页 |
| ·Coca-Cola and American Culture | 第59-62页 |
| ·Coca-Cola‘s Chinese Advertising | 第62-70页 |
| ·Three Periods of Coca-Cola‘s Chinese Advertising | 第62-66页 |
| ·The First Period: From the End of 1970s to the Beginning of 1980s | 第62-64页 |
| ·The Second Period: From the Middle of 1980s to the Late of 1990s | 第64-65页 |
| ·The Third Period: From the End of 1990s to the Present | 第65-66页 |
| ·Coca-Cola‘s ―Chinese New Year‖ Advertising | 第66-69页 |
| ·The Effect of ―Chinese New Year‖ Advertising | 第69-70页 |
| ·Case Two: Nike‘s Study | 第70-76页 |
| ·Introduction of Nike | 第70-73页 |
| ·Nike‘s ―Chamber of Fear‖ Advertising | 第73-74页 |
| ·The Effect of ―Chamber of Fear‖ Advertising | 第74-76页 |
| ·Discussions | 第76-80页 |
| ·―Chinese Elements‖ Used in the Two Cases | 第76-78页 |
| ·Influence of Chinese Cultural Values on the Decoding of Advertising | 第78-80页 |
| Chapter Four Conclusion | 第80-84页 |
| ·Major Findings of the Research | 第80-81页 |
| ·Limitations and Suggestions for Further Research | 第81-84页 |
| Bibliography | 第84-90页 |
| Acknowledgements | 第90页 |
