| 摘要 | 第1-4页 |
| Abstract | 第4-9页 |
| Chapter 1 Introduction | 第9-14页 |
| ·Significance of the Study | 第9-12页 |
| ·Methodology and Sample Resources | 第12-13页 |
| ·Thesis Organizati | 第13-14页 |
| Chapter 2 Theoretical Background and Definitions | 第14-30页 |
| ·Language and | 第14-15页 |
| ·Advertising and | 第15-16页 |
| ·Advertising Appeals and Value | 第16-19页 |
| ·Pollay’s Research of Advertising appeals and Cheng & Schweitzer’s Study of Values | 第19-25页 |
| ·Hofstede’s Value Dimensi | 第25-30页 |
| Chapter 3 Differences and Similarities of Cultural Values Reflected in Chinese and American Advertising Slogans | 第30-61页 |
| ·Individualism vs. Collectivism | 第31-37页 |
| ·Relationship of Advertising Appeals with Individualism | 第32-34页 |
| ·Differences between Chinese and American Advertising Sloga | 第34-37页 |
| ·Examples of Chinese and American Advertising Slogans in ID | 第34-35页 |
| ·Findings and Analysi | 第35-37页 |
| ·Uncertainty Avoidance | 第37-43页 |
| ·Relationship of Advertising Appeals with Uncertainty Avoidance | 第37-39页 |
| ·Differences between Chinese and American Advertising Sloga | 第39-43页 |
| ·Power Distance | 第43-48页 |
| ·Relationship of Advertising Appeals with Power Distance | 第43-45页 |
| ·Differences between Chinese and American Advertising Sloga | 第45-48页 |
| ·Masculinity vs. Femininity | 第48-53页 |
| ·Relationship of Advertising Appeals with Masculinity | 第49-50页 |
| ·Differences between Chinese and American Advertising Sloga | 第50-53页 |
| ·Similarities of Cultural Values Reflected in Chinese and American Advertising Sloga | 第53-61页 |
| ·Examples of Chinese and American Advertising Slogans in Common Value System | 第54-55页 |
| ·Findings and Analysi | 第55-61页 |
| Chapter 4 Reasons of Chinese and American Value Differences | 第61-74页 |
| ·Historical Background | 第61-65页 |
| ·Influence of Chinese History on People’s Value System | 第61-63页 |
| ·Influence of the United States History on People’s Value | 第63-65页 |
| ·Religious Belief | 第65-74页 |
| ·Influence of Taoism and Buddhism on People’s Value | 第65-67页 |
| ·Influence of Confucianism on People’s Value | 第67-70页 |
| ·Influence of Christianity on People’s Value | 第70-74页 |
| Chapter 5 Conclusion | 第74-77页 |
| ·Conclusion | 第74-75页 |
| ·Limitations and Recommendations | 第75-77页 |
| Bibliography | 第77-83页 |
| Appendix---Sources of Advertising Slogans | 第83-87页 |
