| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Introduction | 第10-14页 |
| ·A Brief Description of this Research | 第10-11页 |
| ·Significance and Originality of the Study | 第11页 |
| ·Data Collection and Research Methodology | 第11-12页 |
| ·Organization of the Thesis | 第12-14页 |
| Chapter 1 Literature Review and Theoretical Background | 第14-25页 |
| ·Previous Studies of Pro-environmental PSA at Home and Aboard | 第14-20页 |
| ·The Studies of Pro-environmental PSA Abroad | 第14-17页 |
| ·The Studies of Pro-environmental PSA at Home | 第17-20页 |
| ·Significance of the Present Study from a Cross-cultural Perspective | 第20页 |
| ·Theoretical Background | 第20-25页 |
| ·Hofstede's Value Dimensions | 第21-23页 |
| ·Hall’s Culture Context Model | 第23-25页 |
| Chapter 2 Pro-environmental PSA and Culture | 第25-34页 |
| ·Overview of Pro-environmental PSA | 第25-30页 |
| ·Definition and Functions of PSA | 第25-27页 |
| ·Features of PSA | 第27-29页 |
| ·PSA and Environmental Protection | 第29-30页 |
| ·Relation between Pro-environmental PSA and Culture | 第30-34页 |
| ·Culture Embodiment in Advertising | 第30-31页 |
| ·Culture and Environmental Values | 第31-34页 |
| Chapter 3 Cultural Differences Reflected in Chinese and American Pro-environmental PSAs | 第34-53页 |
| ·Different Cultural Value Systems | 第34-48页 |
| ·Collectivism vs. Individualism | 第36-41页 |
| ·Uncertainty Avoidance | 第41-44页 |
| ·High Power Distance vs. Low Power Distance | 第44-48页 |
| ·High Context Culture and Low Context Culture | 第48-53页 |
| ·Implicative Expression vs. Direct Expression | 第48-50页 |
| ·Spiral logic vs. linear logic | 第50-53页 |
| Chapter 4 Implications for Chinese Pro-environmental PSA Design | 第53-63页 |
| ·Problems of Chinese Pro-environmental PSAs | 第53-56页 |
| ·Rigidity of the Content | 第54-55页 |
| ·Lacking of Originality | 第55-56页 |
| ·Strategies for the Improvement of Chinese Pro-environmental PSA Design | 第56-63页 |
| ·Adaptation to Chinese Cultural Value System | 第57-59页 |
| ·Making Original Pro-environmental PSA | 第59-63页 |
| Conclusion | 第63-65页 |
| Works Cited | 第65-70页 |
| Acknowledgements | 第70-71页 |
| Appendix Ⅰ | 第71-73页 |
| Appendix Ⅱ | 第73-76页 |
| Appendix Ⅲ | 第76-78页 |
| Informative Chinese Abstract | 第78-81页 |
| Résuméand Publications since Entering the Program | 第81页 |
