| 中文摘要 | 第1-5页 |
| Abstract | 第5-8页 |
| Chapter One Introduction | 第8-11页 |
| ·Background of the Study | 第8-9页 |
| ·Significance of the Study | 第9-10页 |
| ·Research Purpose | 第10页 |
| ·Outline of the Thesis | 第10-11页 |
| Chapter Two Researches at Home and Abroad | 第11-16页 |
| ·Differences Study between Chinese and American Ads at Home | 第11-13页 |
| ·Differences Study between Chinese and American Ads Abroad | 第13-16页 |
| Chapter Three Theoretical Backups and Methods | 第16-26页 |
| ·Theories Related to Advertisement | 第16-19页 |
| ·AIDA Formula | 第16页 |
| ·Unique Selling Proposition Theory | 第16页 |
| ·Positioning Theory | 第16-17页 |
| ·Audience First Theory | 第17-18页 |
| ·Integrated Marketing Communicaion Theory | 第18-19页 |
| ·Understandings of Culture and Advertising | 第19-24页 |
| ·Definition of Culture | 第19页 |
| ·Definition of Advertising | 第19-20页 |
| ·Classification of Advertising | 第20-21页 |
| ·Cultural Differences and Cross-cultural Communication | 第21-22页 |
| ·Chinese Culture and American Culture | 第22-24页 |
| ·Advertising and Culture | 第24页 |
| ·Methods | 第24-25页 |
| ·Literature Approach | 第24-25页 |
| ·Comparative Approach | 第25页 |
| ·Case Study Approach | 第25页 |
| ·Research Questions | 第25-26页 |
| Chapter Four Research on Ads from the Two Cultures | 第26-46页 |
| ·Similarities | 第26-30页 |
| ·Utilitarian | 第27页 |
| ·Nationality | 第27-28页 |
| ·Popularity | 第28-29页 |
| ·Deconstruction | 第29-30页 |
| ·Differences | 第30-46页 |
| ·Thinking Modes | 第30-34页 |
| ·Methods to Solve Problems | 第34-36页 |
| ·Values orientation | 第36-41页 |
| ·Ways to Express Feelings | 第41-42页 |
| ·Life Styles and Social Behaviors | 第42-44页 |
| ·Religious Belief | 第44-46页 |
| Chapter Five Problems and Reflections | 第46-52页 |
| ·Problems That Have Solutions | 第46-47页 |
| ·Problems That Need Solutions | 第47-49页 |
| ·Problems with Star Spokesmen | 第47-48页 |
| ·Problems with the Types and Forms of Advertising Itself | 第48-49页 |
| ·Problems Devoid of Immediate Solutions | 第49-52页 |
| ·Areas in Relation to History and Culture | 第49-51页 |
| ·Areas in Relation too Laws and Regulations | 第51-52页 |
| Chapter Six Conclusion | 第52-55页 |
| ·Summary and Solutions to the Problems | 第52-53页 |
| ·Limitations of the study | 第53-54页 |
| ·Suggestions for Future Research | 第54-55页 |
| Bibliography | 第55-57页 |
| Appendix 1. Chinese Advertisements | 第57-59页 |
| Appendix 2. American Advertisements | 第59-61页 |
| 攻读硕士学位期间取得的学术成果 | 第61-62页 |
| Acknowledgements | 第62页 |
