| Acknowledgement | 第3-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第9-10页 |
| Chapter 1 Introduction | 第10-16页 |
| 1.1 Previous Studies on Advertising and Cultural Factors in Advertising | 第11-13页 |
| 1.2 About the Present Dissertation | 第13-16页 |
| Chapter 2 Advertisement and Culture | 第16-24页 |
| 2.1.Overview of Advertisement | 第16-20页 |
| 2.1.1 Definitions of Advertisement | 第16-18页 |
| 2.1.2 Functions of Advertising | 第18-19页 |
| 2.2.3 Features of Advertising | 第19-20页 |
| 2.2 An Overview of Culture | 第20-22页 |
| 2.2.1 Definitions of Culture | 第20-22页 |
| 2.2.2 The Three Dimensions of Culture Involved in the Present Dissertation | 第22页 |
| 2.3 Conclusion | 第22-24页 |
| Chapter 3 World View Reflected in Advertising Language | 第24-39页 |
| 3.1 Introduction: the Cultural Unscrambling of Advertisement in China and America | 第24-25页 |
| 3.2 Monism vs. Dualism | 第25-32页 |
| 3.3 The Differences in Thinking Mode: Holism and Dialectic in Chinese Culture vs. Dichotomy and Analytics in American Culture | 第32-39页 |
| Chapter 4 Different Cultural Value Systems in Chinese and American Advertisements | 第39-65页 |
| 4.1 Collectivism in Chinese Cultural Value vs. Individualism in American Cultural Value | 第40-47页 |
| 4.2 Interpersonal Relationship vs. Information First | 第47-55页 |
| 4.3 Worship of Power vs. Preference of Egalitarianism | 第55-65页 |
| Chapter 5 High-Context Culture vs. Low-Context Culture | 第65-79页 |
| 5.1 Some Basic Notions | 第65-72页 |
| 5.2 Context and Advertisement Language | 第72-79页 |
| Chapter 6 Conclusion | 第79-83页 |
| 6.1 Significance of the Research | 第80-81页 |
| 6.2 Limitations and Suggestions for Further Research | 第81-83页 |
| Bibliography | 第83-89页 |
| 硕士在读期间发表论文简介 | 第89页 |
