| 中文摘要 | 第1-5页 |
| Abstract | 第5-8页 |
| Chapter One Introduction | 第8-11页 |
| ·Research Objective | 第8-9页 |
| ·Significance of the Research | 第9页 |
| ·Methodology | 第9页 |
| ·General Organization | 第9-11页 |
| Chapter Two Literature Review | 第11-25页 |
| ·Studies on Humor Abroad and at Home | 第11-13页 |
| ·Studies on Humorous Advertisements Abroad and at Home | 第13-14页 |
| ·Features of Humor | 第14-18页 |
| ·Definitions of Humor | 第14-16页 |
| ·Classifications of Humor | 第16-18页 |
| ·Characteristics of Humor | 第18页 |
| ·Features of Humor in Advertising | 第18-19页 |
| ·Some Related Theories of Cross-cultural Communication | 第19-25页 |
| ·A Brief Review of Individualism-Collectivism | 第20-21页 |
| ·Cultural Values of China and Western Countries | 第21-22页 |
| ·Humor and its Cultural Relevance | 第22-23页 |
| ·Humor and Cross-cultural Communication | 第23-25页 |
| Chapter Three Comparison between Chinese and EnglishHumorous Advertisements | 第25-63页 |
| ·Similarities between Chinese and English Humorous Advertisements | 第25-48页 |
| ·Similarities in Objectives of Humorous Advertisements | 第25-34页 |
| ·Similarities in Strategies in Humorous Advertisements | 第34-48页 |
| ·Differences between Chinese and English Humorous Advertisements | 第48-63页 |
| ·Differences in Choices of Topics for Humorous Advertisements | 第48-55页 |
| ·Differences in Preference for Joking Objects in Humorous Advertisements | 第55-63页 |
| Chapter Four Cultural Reasons for Differences betweenChinese and English Humorous Advertisements | 第63-70页 |
| ·Cultural Reasons for the Differences in Choices of Topics | 第63-66页 |
| ·Cultural Reasons for Choices of Topics Preferred by Chinese Humorous Advertisements | 第63-64页 |
| ·Cultural Reasons for Choices of Topics Preferred by English Humorous Advetisements | 第64-65页 |
| ·Discussion of Different Preference in Choices of Topics | 第65-66页 |
| ·Cultural Reasons for the Differences in Joking Objects Preferred by Chinese and English Humorous Advertisements | 第66-70页 |
| ·Cultural Reasons for Joking Objects Preferred by Chinese Humorous Advertisements | 第66-67页 |
| ·Cultural Reasons for Joking Objects Preferred by English Humorous Advertisements | 第67-68页 |
| ·Discussion of the Different Preference in Joking Objects | 第68-70页 |
| Chapter Five Conclusion | 第70-75页 |
| ·Major Conclusions | 第70-71页 |
| ·Suggestious for Understanding Humorous Advertisements form the Cross-cultural Perspective | 第71-73页 |
| ·Implications | 第73-74页 |
| ·Limitations and Suggestions for Further Studies | 第74-75页 |
| Bibliography | 第75-80页 |
| Acknowledgements | 第80页 |
