本站原创Acknowledgements4-5
摘要5-6
Abstract6-9
Chapter One Introduction9-14
1.1 Prologue9-10
1.2 Research Background and Significance10-14
Chapter Two Literature Review14-24
2.1 The Macro View in Studying Cross-cultural Advertising14-16
2.2 The Micro View in Studying Advertising16-24
2.2.1 The Content Analysis Approach in Studying Advertising Text16-18
2.2.2 The Semiotic Approach in Studying Advertising Text18-24
Chapter Three Theoretical Framework24-34
3.1 The Definition of Cultural Branding Theory24-26
3.2 Cultural Branding vs. Three Competing Branding Models26-28
3.3 The Theoretical Structure of Cultural Branding28-34
Chapter Four Methodology34-56
4.1 Semiotic Analysis34-51
4.1.1 What Semiotics is About?34-36
4.1.2 The Founding Theories of Semiotics36-38
4.1.3 Elementsof Semiotics38-47
4.1.4 Example of Semiotic Analysis of Advertisements47-51
4.2 Social Discourse Analysis51-56
4.2.1 The Relevance of Social Discourse Analysis51-52
4.2.2 Foucault’s Approach to Discourse Analysis52-56
Chapter Five Sample Analysis of Nike Advertisements56-67
5.1 Why Nike?56-57
5.2 Nike and Its Advertising57-59
5.3 Nike in China59-61
5.4 Nike's Cross-Cultural Advertising in China61-67
5.4.1 Brief Description of China Also Can61-62
5.4.2 Semiotic Analysis of China Also Can62-63
5.4.3 Discourse Analysis of China Also Can63-65
5.4.4 The Role China Also Can Plays in Nike's Cultural Branding65-67
Chapter Six Discussions67-69
Bibpography69-77