| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 摘要 | 第7-12页 |
| Figures and Tables | 第12-13页 |
| Chapter One Introduction | 第13-21页 |
| ·Definition and Classification of Advertisements | 第14-16页 |
| ·Significance and Purpose of This Study | 第16-17页 |
| ·Data Collection | 第17-18页 |
| ·A Brief Description of Research Design | 第18页 |
| ·Organization of the Thesis | 第18-20页 |
| ·Research Questions | 第20-21页 |
| Chapter Two Literature Review | 第21-26页 |
| ·Related Studies on Advertisements | 第21-23页 |
| ·Researches on Text | 第23-26页 |
| Chapter Three A Comparative Study on English and Chinese Advertising Patterns | 第26-56页 |
| ·The Problem-Solution Pattern | 第26-35页 |
| ·Explanation of the Problem-Solution Pattern | 第27-29页 |
| ·The Problem-Solution Pattern in Advertisements | 第29-35页 |
| ·Summary of the Problem-Solution Pattern in Advertisements | 第35页 |
| ·The Goal-Achievement Pattern | 第35-40页 |
| ·Explanation of the Goal-Achievement Pattern | 第35-37页 |
| ·The Goal-Achievement Pattern in Advertisements | 第37-39页 |
| ·Summary of the Goal-Achievement Pattern in Advertisements | 第39-40页 |
| ·The Opportunity-Taking Pattern | 第40-44页 |
| ·Explanation of the Opportunity-Taking Pattern | 第40-41页 |
| ·The Opportunity-Taking Pattern in Advertisements | 第41-44页 |
| ·Summary of the Opportunity-Taking Pattern in Advertisements | 第44页 |
| ·The Desire Arousal-Fulfillment Pattern | 第44-49页 |
| ·Explanation of the Desire Arousal-Fulfillment Pattern | 第44-46页 |
| ·The Desire Arousal-Fulfillment Pattern in Advertisements | 第46-49页 |
| ·Summary of the Desire-Fulfillment Pattern in Advertisements | 第49页 |
| ·Components-Listed Pattern | 第49-51页 |
| ·Data Analysis | 第51-56页 |
| ·Comparison of English and Chinese Advertising Patterns | 第51-54页 |
| ·Comparison of the Dominant Pattern of these Five Patterns in English and Chinese Advertisements | 第54-56页 |
| Chapter Four Explanations of the Results of the Study | 第56-65页 |
| ·Macro Level Explanation of the Results | 第56-62页 |
| ·Historical Reasons for the Similarities of Chinese and English Advertising Patterns | 第56-58页 |
| ·The Development of English Printed Advertisement | 第56-57页 |
| ·The Development of Chinese Printed Advertisement | 第57-58页 |
| ·Practical Reasons for the Similarities of English and Chinese Advertising Patterns | 第58-59页 |
| ·Reason for the Difference in the Dominant Patterns of English and Chinese Advertisements | 第59-62页 |
| ·Western Mode of Thinking | 第60页 |
| ·Chinese Mode of Thinking | 第60-62页 |
| ·Micro Level Explanation of the Results | 第62-64页 |
| ·Lexical Differences in English and Chinese Advertisements | 第62页 |
| ·Analysis of Lexical Differences in English and Chinese Advertisements | 第62-64页 |
| ·Summary | 第64-65页 |
| Chapter Five Conclusion | 第65-68页 |
| ·Major Findings of This Study | 第65-67页 |
| ·Limitations of This Study | 第67-68页 |
| Bibliography | 第68-72页 |
| Appendix Ⅰ | 第72-75页 |
| Appendix Ⅱ | 第75-76页 |
