| Acknowledgement | 第1-7页 |
| 内容摘要 | 第7-8页 |
| ABSTRACT | 第8-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Research Objective | 第10-11页 |
| ·Significance of the Research | 第11页 |
| ·Methodology | 第11-12页 |
| ·General Organization | 第12-13页 |
| Chapter Two Literature Review | 第13-19页 |
| ·A Brief Survey on Humor | 第13-17页 |
| ·Definitions of Humor | 第13-15页 |
| ·Classifications of Humor | 第15-17页 |
| ·Characteristics of Humor | 第17页 |
| ·Humor in Advertising | 第17-19页 |
| Chapter Three Advertisement Humor in Chinese and in English | 第19-35页 |
| ·Similarities | 第19-28页 |
| ·Functions of Advertisement Humor | 第19-22页 |
| ·Techniques in Advertisement Humor | 第22-28页 |
| ·Differences | 第28-35页 |
| ·Choice of Topics for Advertisement Humor | 第28-32页 |
| ·Preference for the Joking Objects in Advertisement Humor | 第32-35页 |
| Chapter Four Advertisement Humor as a Cross-cultural Communication | 第35-46页 |
| ·Advertisement Humor and its Cultural Relevance | 第35-36页 |
| ·Cultural Elements in Chinese and English Advertisement Humor | 第36-46页 |
| ·Transmission of Values and Beliefs | 第36-39页 |
| ·Manifestation of Thinking Modes | 第39-42页 |
| ·Embodiment of Historical and Cultural Background | 第42-46页 |
| Chapter Five Understanding Advertisement Humor from Cross-cultural Perspective | 第46-51页 |
| ·Enhancing Cultural Sensitivity | 第46-48页 |
| ·Improving Empathy | 第48-49页 |
| ·Contextualizing Advertisement Humor | 第49-51页 |
| Chapter Six Conclusion | 第51-56页 |
| ·Major Conclusions | 第51-53页 |
| ·Implications | 第53-54页 |
| ·Limitations and Suggestions for Further Studies | 第54-56页 |
| Bibliography | 第56-59页 |
