| CHAPTER ONE INTRODUCTION | 第1-23页 |
| ·History of American and Chinese Advertising | 第13-19页 |
| ·Growth and Development of American Advertising | 第13-16页 |
| ·Growth and Development of Chinese Advertising | 第16-19页 |
| ·Definitions of Advertising | 第19-21页 |
| ·Functions of Advertising | 第21-23页 |
| CHAPTER TWO THE CULTURAL PROPERTIES OF ADVERTISING | 第23-35页 |
| ·Culture,Language and Advertising | 第23-32页 |
| ·Understanding Culture | 第23-29页 |
| ·Definitions of Culture | 第23-24页 |
| ·Characteristics of Culture | 第24-28页 |
| ·Basic Functions of Culture | 第28-29页 |
| ·Culture and Language | 第29页 |
| ·Advertising and Language | 第29-30页 |
| ·Advertising and Culture | 第30-32页 |
| ·Cultural Properties of Advertising | 第32-35页 |
| ·Property of Demonstrating the National Character | 第33页 |
| ·Property of Reflecting Cultural Psychology, Customs and Habits, Values, Moral and Ethical Standards, etc | 第33-35页 |
| CHAPTER THREE CULTURAL VALUES AND ADVERTISINGLANGUAGE | 第35-51页 |
| ·Defining and Analyzing Values | 第35-36页 |
| ·Comparison between American and Chinese Values | 第36-51页 |
| ·Individualism vs. Collectivism | 第36-42页 |
| ·Masculinity vs. Femininity | 第42-46页 |
| ·High-Uncertainty-Avoidance vs. Low-Uncertainty-Avoidance | 第46-51页 |
| CHAPTER FOUR CULTURAL PSYCHOLOGY AND ADVERTISING LANGUAGE | 第51-57页 |
| ·National Psychology and Aspiration | 第51-52页 |
| ·Aesthetic Attitude | 第52-53页 |
| ·Colors, Numbers and Other Symbols | 第53-57页 |
| CHAPTER FIVE RELIGION, MORAL & ETHICAL STANDARDS AND ADVERTISING LANGUAGE | 第57-63页 |
| ·Religion and Advertising Language | 第57-58页 |
| ·Moral & Ethical Standards and Advertising Language | 第58-63页 |
| CHAPTER SIX PATTERNS OF THINKING AND ADVERTISING LANGUAGE | 第63-68页 |
| ·Thought and Language | 第63页 |
| ·Patterns of Thinking and Advertising Language | 第63-68页 |
| CHAPTER SEVEN CULTURAL INFLUENCES ON ADVERTISING TRANSLATION | 第68-85页 |
| ·Cultural Differences' Influence on the Advertising Translation | 第69-77页 |
| ·Linguistic Difference | 第70-73页 |
| ·Phonetic Difference | 第70页 |
| ·Semantic Difference | 第70-72页 |
| ·Syntactic Difference | 第72-73页 |
| ·Differences of Idiomatic Expressions | 第73页 |
| ·Social Customs | 第73-74页 |
| ·Purchasing Psychology | 第74-77页 |
| ·Cultural Orientation in the Translation of Brand | 第77-82页 |
| ·Transliteration | 第78-79页 |
| ·Literal Translation | 第79-80页 |
| ·Combination of Transliteration and Implication | 第80-81页 |
| ·Adaptation | 第81-82页 |
| ·Cultural Compensation in the Translation of Advertising Slogan | 第82-85页 |
| CHAPTER EIGHT CONCLUSION | 第85-87页 |
| ACKNOWLEDGEMENT | 第87-88页 |
| APPENDIX Ⅰ | 第88-89页 |
| APPENDIX Ⅱ | 第89-95页 |
| BIBLIOGRAPHY | 第95-97页 |
