| 摘要 | 第4-5页 |
| ABSTRACT | 第5-6页 |
| Chapter One Introduction | 第9-12页 |
| 1.1 Research Background | 第9-10页 |
| 1.2 Research Significance | 第10页 |
| 1.3 Research Structure | 第10-12页 |
| Chapter Two Literature Review | 第12-19页 |
| 2.1 Brief History of Humor at Home and Abroad | 第12-13页 |
| 2.2 Theories Concerning Humor Study | 第13-14页 |
| 2.3 Previous Studies of Humor | 第14-17页 |
| 2.4 Comment on Current Studies | 第17-19页 |
| Chapter Three Theoretical Framework | 第19-28页 |
| 3.1 Overview of Receptional Aesthetics | 第19-22页 |
| 3.2 Key Concepts of Receptional Aesthetics | 第22-25页 |
| 3.2.1 Status and Role of Readers | 第22页 |
| 3.2.2 Horizon of Expectations | 第22-24页 |
| 3.2.3 Response-inviting Structure | 第24-25页 |
| 3.3 Research Design | 第25-28页 |
| 3.3.1 Research Questions | 第26页 |
| 3.3.2 Data Collection and Methodology | 第26-27页 |
| 3.3.3 Research Procedure | 第27-28页 |
| Chapter Four Analysis of English and Chinese Advertisement Humor | 第28-53页 |
| 4.1 Differences between Chinese and English Advertisement Humor | 第28-40页 |
| 4.1.1 Different Topics of Chinese and English Advertisement Humor | 第28-32页 |
| 4.1.2 Different Joking Objects of Chinese and English Advertisement Humor | 第32-36页 |
| 4.1.3 Different Spokesmen of Chinese and English Advertisement Humor | 第36-39页 |
| 4.1.4 Summary | 第39-40页 |
| 4.2 Causes for the Differences between Chinese and English Advertisement Humor | 第40-48页 |
| 4.2.1 Analysis in the Light of Reader?s Role and Status | 第40-41页 |
| 4.2.2 Analysis in the Light of Horizon of Expectations | 第41-48页 |
| 4.3 Analysis of Problematic Advertisements | 第48-53页 |
| 4.3.1 Failure Cases in Cross-cultural Communication | 第48-51页 |
| 4.3.2 Causes for Failure Cases under the Guidance of Receptional Aesthetics | 第51-53页 |
| Chapter Five Strategies for Applying Humor to International Advertisements | 第53-62页 |
| 5.1 Focusing on Reader?s Role and Status | 第53-56页 |
| 5.2 Focusing on Horizon of Expectations | 第56-57页 |
| 5.3 Focusing on Response-inviting Structure | 第57-62页 |
| Chapter Six Conclusion | 第62-65页 |
| 6.1 Findings | 第62-64页 |
| 6.2 Limitations and Suggestions for Future Study | 第64-65页 |
| Works Cited | 第65-69页 |
| Appendix | 第69-71页 |
| 发表论文及科研情况说明 | 第71-72页 |
| Acknowledgements | 第72-73页 |
