| Chinese Abstract | 第1-4页 |
| Abstract | 第4-6页 |
| Chinese Synopsis | 第6-8页 |
| Synopsis | 第8-13页 |
| Chapter One Introduction | 第13-16页 |
| ·Literature Review | 第13-14页 |
| ·The Significance of the Research | 第14-16页 |
| Chapter Two Survey of Foreign Advertising in China | 第16-26页 |
| ·Definition of Advertisement | 第16-20页 |
| ·Classification of Advertisement | 第16-17页 |
| ·Functions of Advertisement | 第17-18页 |
| ·Social and Cultural Functions of Advertisement | 第18-20页 |
| ·International advertising | 第20-21页 |
| ·Value-Laden and Value-Promoting features of International Advertising | 第20-21页 |
| ·International Advertising in China | 第21-24页 |
| ·The Current Situation of Foreign Advertisements in China | 第22-24页 |
| ·The Reasons to Choose "Chamber of Fear " as the Research Object | 第24-26页 |
| Chapter Three Overview of Rhetoric | 第26-35页 |
| ·Definition of Rhetoric | 第26-30页 |
| ·Western Society and Rhetoric | 第30-31页 |
| ·The Applicability of Rhetorical Theories in the Analyses of the Advertisements | 第31-35页 |
| Chapter Four Analyses of Nike's Controversial Advertisement from a Rhetorical Perspective | 第35-56页 |
| ·Rhetorical Situation | 第35-44页 |
| ·An Exigence | 第36-37页 |
| ·The Audience | 第37-38页 |
| ·The Target Audience of Cross-Cultural Advertising | 第37-38页 |
| ·The Chinese Audience | 第38页 |
| ·The Constraints | 第38-44页 |
| ·Ethos—Who Says | 第39-42页 |
| ·The Ethos of Foreign Advertisements and Products in China | 第40页 |
| ·The Ethos of Nike Products in China | 第40-42页 |
| ·Pathos | 第42-43页 |
| ·Logos | 第43-44页 |
| ·Artistic Proof of "Chamber of Fear" | 第44-48页 |
| ·Evaluate the effects of "Chamber of Fear" | 第48-53页 |
| ·Studies of Effect in Advertisement | 第48-49页 |
| ·Studies of Effect in Rhetoric | 第49-50页 |
| ·Seeking Effects of International Advertising in China | 第50-52页 |
| ·Evaluate the effect of "Chamber of Fear" | 第52-53页 |
| ·The Reasons for the Negative Effects of "Chamber of Fear" | 第53-56页 |
| Chapter 5 Being a Successful Communicator When Encountering Cultural Imperialism | 第56-61页 |
| ·Setting up Ethos/Image of Chinese Culture | 第56-58页 |
| ·Distorting the Image of China by the West | 第56-58页 |
| ·Setting up the True and Favorable Image/Ethos of China | 第58页 |
| ·Counterattacking Cultural Imperialism | 第58-60页 |
| ·Enhancing the Persuasion Ability by Acquiring Rhetorical Skill | 第60-61页 |
| Chapter 6 Conclusion | 第61-63页 |
| References | 第63-67页 |
| Appendix | 第67-69页 |
| Acknowledgements | 第69页 |
