| Acknowledgements | 第1-3页 |
| 中文摘要 | 第3-5页 |
| Abstract in English | 第5-10页 |
| Chapter 1 Introduction | 第10-15页 |
| ·Advertising Language and Cultural Values | 第10-13页 |
| ·Previous Studies of Cultural Values in Advertising | 第13-15页 |
| Chapter 2 Theoretical Background | 第15-29页 |
| ·The Relevant Theories Employed in the Presentations of Cultural Values | 第15-26页 |
| ·Indirect Speech Act Theory of Searle | 第15-17页 |
| ·Grice's Cooperative Principle | 第17-20页 |
| ·The Theory of Relevance of Sperber and Wilson | 第20-23页 |
| ·Puns in Advertising Language | 第23-26页 |
| ·Presentations of Cultural Values in Advertising Language | 第26-29页 |
| ·Explicit Presentation of Cultural Values in Advertising Language | 第26-27页 |
| ·Implicit Presentation of Cultural Values in Advertising Language | 第27-29页 |
| Chapter 3 Analysis of the Explicit Presentation of Cultural Values in Advertising Language | 第29-41页 |
| ·Analysis in the Perspective of Literal Meaning | 第29-35页 |
| ·Analysis in the Perspective of Rhetoric Devices | 第35-41页 |
| ·Analysis in the Perspective of other Rhetoric Devices | 第35-38页 |
| ·Analysis in the Perspective of Puns | 第38-41页 |
| Chapter 4 Analysis of the Implicit Presentation of Cultural Values in Advertising Language | 第41-51页 |
| ·Analysis in the Perspective of Contexts | 第41-45页 |
| ·Analysis in the Perspective of Static Context | 第41-43页 |
| ·Analysis in the Perspective of Dynamic Context | 第43-45页 |
| ·Analysis in the Perspective of Rhetoric Devices | 第45-51页 |
| ·Analysis in the Perspective of other Rhetoric Devices | 第45-49页 |
| ·Analysis in the Perspective of Puns | 第49-51页 |
| Chapter 5 Conclusion | 第51-53页 |
| Appendix | 第53-55页 |
| Bibliography | 第55-59页 |
