ABSTRACT | 第2-3页 |
摘要 | 第4-8页 |
Chapter Ⅰ Introduction | 第8-11页 |
1.1 Objectives of the Study | 第8-9页 |
1.2 Significance of the Study | 第9-10页 |
1.3 Methodology of the Study | 第10页 |
1.4 Structure of the Thesis | 第10-11页 |
Chapter Ⅱ Literature Review | 第11-19页 |
2.1 Introduction to Advertising Language | 第11-15页 |
2.1.1 Definition of Advertising Language | 第11-12页 |
2.1.2 Characteristics of Advertising Language | 第12-14页 |
2.1.3 Functions of Advertising Language | 第14-15页 |
2.2 Previous Studies of Advertising Language | 第15-19页 |
2.2.1 Previous Studies of Advertising Language Abroad | 第15-17页 |
2.2.2 Previous Studies of Advertising Language at Home | 第17-19页 |
Chapter Ⅲ Theoretical Framework | 第19-24页 |
3.1 Definition of High Context and Low Context | 第19-21页 |
3.2 Characteristics of High Context Culture | 第21-22页 |
3.3 Characteristics of Low Context Culture | 第22-24页 |
Chapter Ⅳ Analysis of Chinese and American Advertising Languageunder the HC and LC Theory | 第24-63页 |
4.1 Similarities and Differences in Vocabulary | 第24-32页 |
4.1.1 Similarities in Vocabulary | 第24-26页 |
4.1.2 Differences in Vocabulary | 第26-32页 |
4.2 Similarities and Differences in Sentence Structure | 第32-43页 |
4.2.1 Similarities in Sentence Structure | 第33-36页 |
4.2.2 Differences in Sentence Structure | 第36-43页 |
4.3 Similarities and Differences in Rhetorical Devices | 第43-63页 |
4.3.1 Phonetic Similarities and Differences | 第43-46页 |
4.3.2 Semantic Similarities and Differences | 第46-57页 |
4.3.3 Syntactic Similarities and Differences | 第57-63页 |
Chapter Ⅴ Conclusion | 第63-67页 |
5.1 Major Findings of the Study | 第63-65页 |
5.2 Theoretical and Practical Implications | 第65页 |
5.3 Limitations and Suggestions | 第65-67页 |
REFERENCES | 第67-70页 |
ACKNOWLEDGEMENTS | 第70-71页 |