| Abstract | 第1-5页 |
| 摘要 | 第5-7页 |
| Contents | 第7-10页 |
| 1 Introduction | 第10-13页 |
| ·Research Background | 第10-11页 |
| ·Research Significance | 第11页 |
| ·Thesis Layout | 第11-13页 |
| 2 Literature Review | 第13-24页 |
| ·Overview of Advertising | 第13-15页 |
| ·The Definition of Advertising | 第13页 |
| ·Classifcation of Advertising | 第13-14页 |
| ·Previous Studies on Advertising | 第14-15页 |
| ·Overview of PSA | 第15-20页 |
| ·The Definition of PSA | 第15-16页 |
| ·Characteristics of PSA | 第16-17页 |
| ·Functions of PSA | 第17页 |
| ·Previous Studies on PSA | 第17-20页 |
| ·Overview of Ecology | 第20-22页 |
| ·The Definition of Ecology | 第20页 |
| ·Development of Ecology | 第20-22页 |
| ·Previous Studies on the Comparison between Chinese and English PSAs | 第22-23页 |
| ·Previous Studies on Ecololgy and PSA | 第23-24页 |
| 3. Theoretical Framework and Research Methodology | 第24-31页 |
| ·Theoretical Framework | 第24-29页 |
| ·Ecological Perspective | 第24页 |
| ·Ecological Principles | 第24-26页 |
| ·Ecological Cultures | 第26-29页 |
| ·Ecological Evaluation | 第29页 |
| ·Summary | 第29页 |
| ·Research Methodology | 第29-31页 |
| ·Data Collection | 第29-30页 |
| ·Methods of Data Analysis | 第30-31页 |
| 4. Comparison between Chinese and English PSAs from Ecological Perspective | 第31-65页 |
| ·Analysis of Chinese and English PSAs in Man and Nature from Ecological Perspective | 第32-47页 |
| ·Analysis of Chinese and English PSAs in Fauna and Flora Protection | 第34-39页 |
| ·Analysis of Chinese and English PSAs in Resources Saving | 第39-42页 |
| ·Analysis of Chinese and English PSAs in Pro-Environment | 第42-47页 |
| ·Summary | 第47页 |
| ·Analysis of Chinese and English PSAs in Man and Society from Ecological Perspective | 第47-58页 |
| ·Analysis of Chinese and English PSAs in Attention to the Survival Interests of the People | 第50-53页 |
| ·Analysis of Chinese and English PSAs in Being Away from Danger | 第53-55页 |
| ·Analysis of Chinese and English PSAs in Fighting Against Emergencies and Disasters | 第55-56页 |
| ·Analysis of Chinese and English PSAs in Abiding by Social Morality and Advocating Civilized Lifestyle | 第56-58页 |
| ·Summary | 第58页 |
| ·Analysis of Chinese and English PSAs in Man and Man from Ecological Perspective | 第58-63页 |
| ·Analysis of Chinese and English PSAs in Caring for Vulnerable Groups | 第59-61页 |
| ·Analysis of Chinese and English PSAs in Feelings between Family Members | 第61-62页 |
| ·Summary | 第62-63页 |
| ·Ecological Evaluation for PSA | 第63-65页 |
| 5 Conclusion | 第65-70页 |
| ·Research findings | 第65-67页 |
| ·Similarities and Differences | 第65-66页 |
| ·Reasons | 第66-67页 |
| ·Research Limitations | 第67-68页 |
| ·Further Suggestions | 第68-70页 |
| Bibliography | 第70-73页 |
| Acknowledgements | 第73-74页 |
| 攻读硕士学位期间发表的论文 | 第74-77页 |
| Appendix 1 | 第77-81页 |
| Appendix 2 | 第81-84页 |
| Appendix 3 | 第84-86页 |
