| 摘要 | 第1-4页 |
| Abstract | 第4-9页 |
| Chapter One Introduction | 第9-13页 |
| ·Objective of the Study | 第9页 |
| ·Significance of the Study | 第9-10页 |
| ·Methodology of the Study | 第10-11页 |
| ·Organization of the Study | 第11-13页 |
| Chapter Two Literature Review | 第13-21页 |
| ·Studies on Advertisement | 第13-14页 |
| ·Definition of Advertisement | 第13页 |
| ·Function of Advertising Language | 第13-14页 |
| ·Studies on Cultural Values | 第14-16页 |
| ·Definition of Cultural Values | 第14-15页 |
| ·Characteristics of Culture | 第15-16页 |
| ·The Previous Cross-Cultural Studies on Advertisements | 第16-21页 |
| ·Studies on Cross-Cultural in Advertising Abroad | 第16-17页 |
| ·Studies on Cross-Cultural in Advertising at Home | 第17-21页 |
| Chapter Three Theoretical Framework | 第21-35页 |
| ·Geert Hofstede’s Cultural Values System | 第21-28页 |
| ·The Definition of Culture by Geert Hofstede | 第21-23页 |
| ·Geert Hofstede’s Four Value Dimensions | 第23-28页 |
| ·Richard .W. Pollay’s Advertising Appeals | 第28-35页 |
| Chapter Four Sample Analysis | 第35-54页 |
| ·Match Pollay’s advertising appeals to Hofstede’s Cultural Values | 第35-37页 |
| ·Results and Discussion | 第37-40页 |
| ·Analysis of Advertising Appeals in Chinese and English Food Advertisements | 第40-47页 |
| ·The Common Similarities in Chinese and English Food Advertisements | 第40-43页 |
| ·Main Appeals in Chinese Food Advertisements | 第43-45页 |
| ·Main Appeals in English Food Advertisements | 第45-47页 |
| ·Origins of the Value Differences | 第47-49页 |
| ·The Influence of Different Cultural Values on Cross-Cultural Communication | 第49-54页 |
| ·Communication Styles | 第49-50页 |
| ·Written and Verbal Communication | 第50-54页 |
| Chapter Five Conclusion | 第54-58页 |
| ·The Main Findings and Implications of the Thesis | 第54-56页 |
| ·The Limitations and Suggestions for Further Study | 第56-58页 |
| References | 第58-62页 |
| Acknowledgements | 第62-64页 |
| 攻读硕士学位期间的研究成果 | 第64页 |
