| Acknowledgement | 第1-6页 |
| 内容摘要 | 第6-8页 |
| ABSTRACT | 第8-11页 |
| Introduction | 第11-13页 |
| Chapter Ⅰ Literature Review on Advertising and Cultural Values | 第13-31页 |
| ·Studies on Advertising | 第13-14页 |
| ·Studies on Cultural Values | 第14-27页 |
| ·The Relationship between Cultural Value and Advertising | 第27-31页 |
| Chapter Ⅱ Study on Dominant Chinese and American Cultural Values | 第31-38页 |
| ·Dominant Chinese Cultural Values | 第31-34页 |
| ·Dominant American Cultural Values | 第34-38页 |
| Chapter Ⅲ Comparative Study on Cultural Values in Chinese and AmericanAdvertising | 第38-48页 |
| ·Differences in Reflections of Cultural Values in Chinese and American Advertising | 第38-46页 |
| ·Similarities in Reflections of Cultural Values in Chinese and American Advertising | 第46-48页 |
| Chapter Ⅳ Suggestions for Chinese Advertisers | 第48-53页 |
| ·Suggestions for Chinese Advertisers in International Market | 第48-49页 |
| ·Suggestions for Chinese Advertisers in Domestic Market | 第49-53页 |
| Conlusion | 第53-54页 |
| Bibliography | 第54-58页 |
