| 摘要 | 第1-3页 |
| ABSTRACT | 第3-7页 |
| Chapter One Introduction | 第7-10页 |
| ·Research Background | 第7页 |
| ·Research Significance | 第7-8页 |
| ·Organization of the Thesis | 第8-10页 |
| Chapter Two Literature Review | 第10-24页 |
| ·Advertising | 第10-15页 |
| ·Classifications and Functions of Advertising | 第11-13页 |
| ·Printed Commercial Advertising | 第13-14页 |
| ·Advertising Language | 第14-15页 |
| ·Culture | 第15-20页 |
| ·Culture and Language | 第15-19页 |
| ·Culture and Advertising | 第19-20页 |
| ·Previous Study of Advertising | 第20-24页 |
| Chapter Three Theoretical Frame works and Research Methodology | 第24-35页 |
| ·Theoretical Frameworks | 第24-33页 |
| ·Individualism and Collectivism | 第24-27页 |
| ·Power Distance | 第27-28页 |
| ·High Context and Low Context | 第28-30页 |
| ·Time Orientation | 第30-33页 |
| ·Research Methodology | 第33-35页 |
| ·Research Question and Hypothesis | 第33页 |
| ·Data Collection | 第33-35页 |
| Chapter Four Analysis and Discussion | 第35-55页 |
| ·Analysis and Discussions of Cultural Values Reflected in Advertising | 第35-49页 |
| ·Individualism and Collectivism Reflected in Advertising | 第35-40页 |
| ·Power Distance Reflected in Advertising | 第40-43页 |
| ·High-and Low-Context Reflected in Advertising | 第43-46页 |
| ·Time Orientation Reflected in Advertising | 第46-49页 |
| ·Changes of Cultural Values in Chinese and American Advertising | 第49-55页 |
| ·Changes of Individualism and Collectivism in Advertising | 第50-52页 |
| ·Changes of Power Distance in Advertising | 第52-53页 |
| ·Changes of High-and Low-Context in Advertising | 第53-54页 |
| ·Changes of Time Orientation in Advertising | 第54-55页 |
| Chapter Five Conclusion | 第55-59页 |
| ·Major Findings | 第55页 |
| ·Possible Contributions | 第55-56页 |
| ·Limitations | 第56-59页 |
| BIBLIOGRAPHY | 第59-62页 |
| APPENDIX | 第62-79页 |
| 攻读硕士学位期间发表的论文 | 第79-80页 |
| ACKNOWLEDGEMENTS | 第80-82页 |
