| ACKNOWLEDGEMENT | 第1-6页 |
| ABSTRACT | 第6-8页 |
| 摘要 | 第8-9页 |
| CONTENTS | 第9-11页 |
| LIST OF FIGURES AND TABLES | 第11-12页 |
| CHAPTER 1 INTRODUCTION | 第12-18页 |
| ·Research Background | 第12-14页 |
| ·Age of symbolic consumption and multimedia | 第12-13页 |
| ·Beijing Olympics:a platform for intercultural communication | 第13-14页 |
| ·Rationale and Significance | 第14-15页 |
| ·Research Questions | 第15-16页 |
| ·Methodology and Data Collection | 第16页 |
| ·Organization of the Thesis | 第16-18页 |
| CHAPTER 2 LITERATURE REVIEW | 第18-34页 |
| ·Overview of Previous Studies of Olympic Mascots | 第18-25页 |
| ·Previous researches on OM from the perspective of semiotics | 第19-21页 |
| ·Previous researches on the OM culture | 第21-22页 |
| ·Previous researches on the economic efficiency of OM | 第22-24页 |
| ·Limitations in the previous researches | 第24-25页 |
| ·Previous Study of Semiotics Adopted for the Present Study | 第25-34页 |
| ·Definition of semiotics | 第25-26页 |
| ·Two traditions of modern semiotics | 第26-28页 |
| ·The feasibility of semiotics utilized as an analytic tool | 第28-30页 |
| ·Previous studies of symbolic consumption | 第30-34页 |
| CHAPTER 3 INTERGRATED THEORETICAL FRAMEWORK | 第34-48页 |
| ·Theoretical Background of Structuralistic Semiotics | 第34-41页 |
| ·Saussure's dichotomy and sign's three properties | 第34-37页 |
| ·Barthes'signification | 第37-39页 |
| ·Baudrillard's symbolic consumption | 第39-41页 |
| ·Theoretical Background of Peirce's Triadic Relation | 第41-44页 |
| ·Integrated Theoretical Framework | 第44-46页 |
| ·Analytic Framework | 第46-48页 |
| CHAPTER 4 ILLUSTRATIVE ANALYSIS OF FUWA'S COMMERCIAL ELEMENTS | 第48-72页 |
| ·Commercialization of OMs | 第48-53页 |
| ·Motivations of the commercialization of OMs | 第48-51页 |
| ·Significance of the commercialization of OMs | 第51-53页 |
| ·Contrastive Study of Economic Benefits of Previous OMs | 第53-57页 |
| ·Uniqueness of the OMs | 第53页 |
| ·Similarities of the OMs | 第53-54页 |
| ·Definition of commercial element | 第54-55页 |
| ·Contrastive study of economic benefits of previous OMs | 第55-57页 |
| ·Illustrative Analysis of Fuwa's Commercial Elements | 第57-72页 |
| ·The perspective of ethnic connotations | 第58-65页 |
| ·The perspective of Olympic connotations | 第65-69页 |
| ·The perspective of people's psychology | 第69-72页 |
| CHAPTER 5 CONCLUDING REMARKS | 第72-76页 |
| ·Major Findings | 第72-73页 |
| ·Implications | 第73-74页 |
| ·Theoretical implications | 第73-74页 |
| ·Practical implications | 第74页 |
| ·Limitations of This Study | 第74-75页 |
| ·Suggestions for Further Study | 第75-76页 |
| BIBLIOGRAPHY | 第76-82页 |
| APPENDIX A CONTRASTIVE STUDY OF PREVIOUS OMS | 第82-88页 |
