| Abstract | 第1-10页 |
| 中文摘要 | 第10-12页 |
| Introduction | 第12-17页 |
| Chapter One Literature Review | 第17-28页 |
| ·Previous Studies on Advertisements from a Semiotic Perspective | 第17-23页 |
| ·Previous Studies on Advertisements from a Semiotic Perspective Abroad | 第17-19页 |
| ·Previous Studies on Advertisements from a Semiotic Perspective Home | 第19-23页 |
| ·Previous Studies on Advertising Character Sign | 第23-28页 |
| ·Previous Studies on Advertising Character Sign Abroad | 第23-25页 |
| ·Previous Studies on Advertising Character Sign Home | 第25-26页 |
| ·Inadequacies in Previous Studies | 第26-28页 |
| Chapter Two Theoretical Framework | 第28-35页 |
| ·Sign, Signifier and Signified | 第28-31页 |
| ·Gender Sign | 第31-35页 |
| Chapter Three An Investigation of Gender Signs in Chinese and American Advertisements | 第35-69页 |
| ·The Basis for Topic Selection | 第35-36页 |
| ·Research Questions | 第36-37页 |
| ·Methodology | 第37-38页 |
| ·Sample and Data Collection | 第38-39页 |
| ·Data Analysis | 第39-57页 |
| ·Gender Signs in Chinese Advertisements | 第39-48页 |
| ·Gender Signs in American Advertisements | 第48-57页 |
| ·Results and Discussion | 第57-69页 |
| ·The Generative Mechanism of Gender Signs in Chinese and American Advertisements | 第57-59页 |
| ·The Referential Meaning of Gender Signs in Chinese and American Advertisements | 第59-61页 |
| ·The Referential Meaning of the Female Signs in Chinese and American Advertisements | 第59-61页 |
| ·The Referential Meaning of the Male Signs in Chinese and American Advertisements | 第61页 |
| ·The Differences and Similarities of Gender Signs’Referential Meaning in Chinese and American Advertisements and Reason | 第61-69页 |
| ·The Differences of the Gender Signs' Referential Meaning in Chinese and American Advertisements and the Reason | 第61-64页 |
| ·The Similarities of the Gender Signs' Referential Meaning in Chinese and American Advertisements and the Reason | 第64-65页 |
| ·The Cultural Values Implied in Chinese and American Advertisements | 第65-69页 |
| Chapter Four Implications for Advertisers and Intercultural Communication | 第69-75页 |
| ·Advertisement and Culture | 第69-70页 |
| ·Advertisements in Intercultural Communication | 第70-73页 |
| ·The Suggestions for Advertisers in Intercultural Advertising | 第73-75页 |
| Conclusion | 第75-78页 |
| Bibliography | 第78-83页 |
| Acknowledgements | 第83-84页 |
| Publications | 第84页 |
