| ABSTRACT | 第4页 |
| 摘要 | 第5-8页 |
| Chapter One Introduction | 第8-13页 |
| 1.1 Research Background | 第8-10页 |
| 1.2 Research Significance | 第10-11页 |
| 1.3 Research Questions and Research Methods | 第11-12页 |
| 1.4 Structure of the Thesis | 第12-13页 |
| Chapter Two Literature Review | 第13-17页 |
| 2.1 Studies of Intercultural Advertising Communication at Home | 第13-14页 |
| 2.2 Studies of Intercultural Advertising Communication abroad | 第14-17页 |
| Chapter Three Theoretical Basis: The Cultural Dimensions Theory | 第17-20页 |
| 3.1 Individualism versus Collectivism | 第17页 |
| 3.2 Uncertainty Avoidance | 第17页 |
| 3.3 Power Distance | 第17-18页 |
| 3.4 Masculinity versus Femininity | 第18页 |
| 3.5 Long-term versus Short-term | 第18页 |
| 3.6 Indulgence versus Restraint | 第18-20页 |
| Chapter Four Differences in Intercultural Advertising Communication | 第20-40页 |
| 4.1 Differences in Various Cultural Factors | 第20-37页 |
| 4.1.1 Differences in Language | 第20-23页 |
| 4.1.2 Differences in Cultural Values | 第23-30页 |
| 4.1.3 Differences in Religion | 第30-33页 |
| 4.1.4 Differences in Consuming Psychology | 第33-34页 |
| 4.1.5 Differences in Aesthetics | 第34-36页 |
| 4.1.6 Differences in Laws and Regulations | 第36-37页 |
| 4.2 Pragmatic Failures Caused by Different Cultural Values | 第37-40页 |
| 4.2.1 Language Pragmatic Failure | 第37-38页 |
| 4.2.2 Social Pragmatic Failure | 第38-40页 |
| Chapter Five Intercultural Advertising Communication Strategy | 第40-53页 |
| 5.1 Respecting Cultural Differences and Seeking Cultural Generality | 第40-42页 |
| 5.2 Relying on Local Culture and Advocating Chinese Elements | 第42-45页 |
| 5.3 Improving Innovation Ability and Digging out Cultural Connotation | 第45-47页 |
| 5.4 Tapping Shared Cultural Values and Leading Consumption Concept | 第47-49页 |
| 5.5 Advocating Standard Strategy and Implementing Local Strategy | 第49-51页 |
| 5.6 Complying with Local Policy Decrees and Evading Risks | 第51-53页 |
| Chapter Six Conclusion | 第53-55页 |
| 6.1 Findings | 第53页 |
| 6.2 Limitations | 第53页 |
| 6.3 Suggestions | 第53-55页 |
| References | 第55-60页 |
| 发表论文及参加科研情况说明 | 第60-61页 |
| Acknowledgements | 第61-62页 |
