| Abstract | 第3-4页 |
| 摘要 | 第5-9页 |
| 1 Introduction | 第9-12页 |
| 1.1 Research Background | 第9-10页 |
| 1.2 Research Purposes | 第10-11页 |
| 1.3 Organization of the Thesis | 第11-12页 |
| 2 Literature Review | 第12-34页 |
| 2.1 Overview of Values | 第12-18页 |
| 2.1.1 The Definitions of Value | 第12-14页 |
| 2.1.2 Related Research on Chinese Cultural Values | 第14-15页 |
| 2.1.3 Related Research on American Cultural Values | 第15-17页 |
| 2.1.4 Study of Chinese and American Cultural Values fromCross-Cultural Perspective | 第17-18页 |
| 2.2 Overview of Public Service Advertising | 第18-25页 |
| 2.2.1 The Definition of PSA | 第18-19页 |
| 2.2.2 Characteristics of PSA | 第19-20页 |
| 2.2.3 Study on PSA from Linguistics and Semiotics | 第20-21页 |
| 2.2.4 Study on PSA from Function Approach | 第21-22页 |
| 2.2.5 Study on PSA from the Perspective of Values | 第22-25页 |
| 2.3 Kluckhohn and Strodtbeck's Cultural Value Orientations | 第25-34页 |
| 3 Research Methodology | 第34-37页 |
| 3.1 Data Collection | 第34页 |
| 3.2 Data Analysis | 第34-37页 |
| 4 Comparison of Cultural Values Embodied in Chinese and American PSAs | 第37-61页 |
| 4.1 Cultural Values Embodied in Environmental Protection PSAs | 第37-39页 |
| 4.2 Cultural Values Embodied in Health PSAs | 第39-43页 |
| 4.3 Cultural Values Embodied in Safety PSAs | 第43-45页 |
| 4.4 Cultural Values Embodied in Morality PSAs | 第45-51页 |
| 4.5 Cultural Values Embodied in Education PSAs | 第51-55页 |
| 4.6 Cultural Values Embodied in PSAs with Special Topics | 第55-61页 |
| 4.6.1 Collectivism—Fighting against Natural Disasters | 第55-57页 |
| 4.6.2 Common Pursuit—Policy-leading PSAs | 第57-58页 |
| 4.6.3 Pursuit of Equality—Fighting against Racial Discrimination | 第58-59页 |
| 4.6.4 Protection of Freedom and Rights—The Management of Firearms | 第59-61页 |
| 5 Conclusion | 第61-65页 |
| 5.1 Major Findings | 第61-63页 |
| 5.2 Implications of the Present Research | 第63页 |
| 5.3 Limitations of the Present Research | 第63-65页 |
| Bibliography | 第65-68页 |
| Acknowledgements | 第68-69页 |
| 攻读硕士学位期间发表的论文 | 第69-71页 |
