| ABSTRACT | 第1-4页 |
| 摘要 | 第4-8页 |
| Chapter Ⅰ Introduction | 第8-11页 |
| ·Objectives of the Study | 第8-9页 |
| ·Significance of the Study | 第9-10页 |
| ·Methodology of the Study | 第10页 |
| ·Structure of the Thesis | 第10-11页 |
| Chapter Ⅱ Literature Review | 第11-19页 |
| ·Introduction to Advertising Language | 第11-15页 |
| ·Definition of Advertising Language | 第11-12页 |
| ·Characteristics of Advertising Language | 第12-14页 |
| ·Functions of Advertising Language | 第14-15页 |
| ·Previous Studies of Advertising Language | 第15-19页 |
| ·Previous Studies of Advertising Language Abroad | 第15-17页 |
| ·Previous Studies of Advertising Language at Home | 第17-19页 |
| Chapter Ⅲ Theoretical Framework | 第19-24页 |
| ·Definition of High Context and Low Context | 第19-21页 |
| ·Characteristics of High Context Culture | 第21-22页 |
| ·Characteristics of Low Context Culture | 第22-24页 |
| Chapter Ⅳ Analysis of Chinese and American Advertising Languageunder the HC and LC Theory | 第24-63页 |
| ·Similarities and Differences in Vocabulary | 第24-32页 |
| ·Similarities in Vocabulary | 第24-26页 |
| ·Differences in Vocabulary | 第26-32页 |
| ·Similarities and Differences in Sentence Structure | 第32-43页 |
| ·Similarities in Sentence Structure | 第33-36页 |
| ·Differences in Sentence Structure | 第36-43页 |
| ·Similarities and Differences in Rhetorical Devices | 第43-63页 |
| ·Phonetic Similarities and Differences | 第43-46页 |
| ·Semantic Similarities and Differences | 第46-57页 |
| ·Syntactic Similarities and Differences | 第57-63页 |
| Chapter Ⅴ Conclusion | 第63-67页 |
| ·Major Findings of the Study | 第63-65页 |
| ·Theoretical and Practical Implications | 第65页 |
| ·Limitations and Suggestions | 第65-67页 |
| REFERENCES | 第67-70页 |
| ACKNOWLEDGEMENTS | 第70-71页 |
