| 摘要 | 第5-6页 |
| Abstract | 第6-7页 |
| Chapter 1 Introduction | 第11-17页 |
| 1.1 Research background | 第12-13页 |
| 1.2 Research purpose and significance | 第13-15页 |
| 1.3 Structure | 第15-17页 |
| Chapter 2 Literature Review | 第17-25页 |
| 2.1 Studies on PSA | 第18-20页 |
| 2.2 Studies on film and television PSA of health | 第20-22页 |
| 2.3 Studies on film and television PSA of health from cultural perspective | 第22-23页 |
| 2.4 Summary | 第23-25页 |
| Chapter 3 Research Design | 第25-33页 |
| 3.1 Theoretical framework | 第25-28页 |
| 3.1.1 Hofstede’ s cultural dimensions | 第25-27页 |
| 3.1.2 High-context and Low-context theory | 第27-28页 |
| 3.2 Research questions | 第28页 |
| 3.3 Research methodology | 第28-33页 |
| Chapter 4 Analysis of the Similarities and Differences on Chinese and American Filmand Television PSA of Health | 第33-69页 |
| 4.1 Similarities on Chinese and American film and television PSA of health | 第34-41页 |
| 4.1.1 Similarities on general characteristics | 第34-37页 |
| 4.1.2 Similarities on the national traits expression | 第37-41页 |
| 4.2 Differences on Chinese and American film and television PSA of health | 第41-47页 |
| 4.2.1 Differences on source of health theme | 第41-44页 |
| 4.2.2 Differences on expressive ways | 第44-45页 |
| 4.2.3 Differences on expressive methods | 第45-47页 |
| 4.3 Analysis of the differences on Chinese and American film and television PSA ofhealth from cross-cultural perspective | 第47-69页 |
| 4.3.1 Data analysis from cross-cultural perspective | 第47-57页 |
| 4.3.2 Text analysis and comparative analysis | 第57-66页 |
| 4.3.3 Suggestions for Chinese PSA career | 第66-69页 |
| Chapter 5 Conclusion | 第69-73页 |
| 5.1 Major findings | 第69-71页 |
| 5.2 Implications | 第71-72页 |
| 5.3 Limitations | 第72-73页 |
| References | 第73-79页 |
| Appendix I | 第79-83页 |
| Appendix II | 第83-85页 |
| Acknowledgements | 第85页 |
