| ABSTRACT | 第1-4页 |
| 摘要 | 第4-8页 |
| Chapter 1 Introduction | 第8-12页 |
| ·Rationale for the Present Study | 第8-9页 |
| ·Objectives of the Present Study | 第9-10页 |
| ·Research Methods and Source of Data | 第10页 |
| ·Structure of the Thesis | 第10-12页 |
| Chapter 2 Literature Review | 第12-32页 |
| ·Advertising | 第12-18页 |
| ·Definition of Advertising | 第12-13页 |
| ·Classification of Advertising | 第13-14页 |
| ·Functions of Advertising | 第14-15页 |
| ·Advertising and Language | 第15-16页 |
| ·Advertising and Culture | 第16-17页 |
| ·Previous Studies on Advertising and Culture | 第17-18页 |
| ·A Brief Introduction to Time Orientation | 第18-31页 |
| ·Elements of Culture | 第18-22页 |
| ·Time | 第22-27页 |
| ·Time Orientation | 第27-28页 |
| ·Previous Studies on Time Orientation | 第28-31页 |
| ·Advertising and Time Orientation | 第31-32页 |
| Chapter 3 Contrastive Analysis of Chinese and English Advertisements inTime Orientation | 第32-51页 |
| ·Circular vs. Linear Time Orientation | 第32-37页 |
| ·Differences between Circular Time and Linear Time | 第32-33页 |
| ·Contrast between Chinese and English Advertisements | 第33-37页 |
| ·Past vs. Future Time Orientation | 第37-41页 |
| ·Differences between Past Time and Future Time | 第37-38页 |
| ·Contrast between Chinese and English Advertisements | 第38-41页 |
| ·Monochronic vs. Polychronic Time Orientation | 第41-43页 |
| ·Differences between Monochronic Time and Polychronic Time | 第41-42页 |
| ·Contrast between Chinese and English Advertisements | 第42-43页 |
| ·Instant vs. Durative Time Orientation | 第43-45页 |
| ·Differences between Instant Time and Durative Time | 第43-44页 |
| ·Contrast between Chinese and English Advertisements | 第44-45页 |
| ·Deductive vs. Inductive Time Orientation | 第45-51页 |
| ·Differences between Deductive Time and Inductive Time | 第45-46页 |
| ·Contrast between Chinese and English Advertisements | 第46-51页 |
| Chapter 4 Roots of the Differences | 第51-58页 |
| ·Geographic and Climate Environment | 第51-52页 |
| ·Economic Situation | 第52-53页 |
| ·Religious Beliefs | 第53-54页 |
| ·Thinking Patterns | 第54-55页 |
| ·Linear vs. Circular | 第54-55页 |
| ·Deductive vs. Inductive | 第55页 |
| ·Cultural Factors | 第55-58页 |
| ·Oneness vs. Dividedness | 第55-56页 |
| ·The Seeking of Change vs. the Seeking of Stability | 第56页 |
| ·Be vs. Do | 第56-57页 |
| ·Low Context vs. High Context | 第57-58页 |
| Chapter 5 Conclusion | 第58-63页 |
| ·Major Findings | 第58-59页 |
| ·Limitations of the Present Study | 第59-60页 |
| ·Implications for Advertising and Intercultural Communication | 第60-63页 |
| References | 第63-66页 |
| Appendix | 第66-72页 |
| Acknowledgements | 第72-73页 |
| 作者在攻读硕士期间发表的论文及科研成果 | 第73-74页 |
