| Acknowledgements | 第1-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-10页 |
| 1 Introduction | 第10-18页 |
| ·Research Background | 第10-13页 |
| ·Metaphor | 第10页 |
| ·Public Service Advertising | 第10-13页 |
| ·The Research Goal | 第13-15页 |
| ·Data and Methodology | 第15-17页 |
| ·The Organization of the Paper | 第17页 |
| ·Significance of the Research | 第17-18页 |
| 2 Literature Review | 第18-21页 |
| ·Previous Studies on Public Service Advertising | 第18-21页 |
| 3 Theoretical Frameworks | 第21-29页 |
| ·Conceptual Metaphor Theory | 第21-27页 |
| ·The Definition of Conceptual Metaphor | 第21-22页 |
| ·The Classification of Conceptual Metaphor | 第22-24页 |
| ·The Working Mechanism of Conceptual Metaphor | 第24-27页 |
| ·English-Chinese Cognate Metaphors in Advertising Texts | 第27页 |
| ·Concepts of Value and Culture Value | 第27-29页 |
| ·Concept of Value | 第27-28页 |
| ·Concept of Cultural Value | 第28-29页 |
| 4 Data Analysis and Research Findings | 第29-36页 |
| ·The Data in the American Pro-environment Public Service Advertisements | 第29-30页 |
| ·The Data in the Chinese Pro-environment Public Service Advertisements | 第30-36页 |
| 5 Discussion | 第36-47页 |
| ·Similarities in Cultural Values Embodied in Chinese and American Pro-environment Public Service Advertising | 第36-38页 |
| ·Responsibility | 第36-37页 |
| ·Human-Centeredness | 第37-38页 |
| ·Differences in Cultural Values Embodied in Chinses and American Pro-environment Public Service Advertising | 第38-42页 |
| ·Collectivism vs. Individualism | 第38-40页 |
| ·Co-operation vs. Conquering | 第40-42页 |
| ·Reasons for Differences between Chinese and American Cultural Values | 第42-47页 |
| ·Historical Factor | 第42-43页 |
| ·Geographic Factor | 第43页 |
| ·Social Factor | 第43-44页 |
| ·Religious Factor | 第44-47页 |
| 6 Conclusion | 第47-48页 |
| ·Summary | 第47页 |
| ·Limitations and suggestions for further study | 第47-48页 |
| Bibliography | 第48-51页 |
| Appendix Ⅰ | 第51-61页 |
| Appendix Ⅱ | 第61-66页 |
