| 摘要 | 第1-5页 |
| Abstract | 第5-8页 |
| 1.Introduction | 第8-10页 |
| 2.L iterature Review | 第10-18页 |
| ·Influence of advertising on consumers | 第10-11页 |
| ·Feminine image in culture and advertising | 第11-13页 |
| ·Oversea research on female consumer goods advertising | 第13-16页 |
| ·Domestic research status on female consumer goods advertising | 第16-18页 |
| 3.Theoretical Background | 第18-22页 |
| ·Intercultural communication theory | 第18-21页 |
| ·Cultural perception | 第18-19页 |
| ·Cultural value and communication | 第19-20页 |
| ·Intercultural communication competence | 第20-21页 |
| ·Gender theory | 第21-22页 |
| 4.C ase Study | 第22-36页 |
| ·Different versions of the same brand advertisings in China and the West | 第22-27页 |
| ·Female consumer goods advertising of family scene in China and the West | 第27-29页 |
| ·Advertising for female products | 第29-31页 |
| ·Advertising transition of the same brand | 第31-36页 |
| 5.A nalysis on Feminine Image in Female Consumer Goods Advertising in China and the West | 第36-46页 |
| ·Classification of feminine image in female consumer goods advertising | 第36-39页 |
| ·Female as virtuous wife and good mother | 第36-37页 |
| ·Beautiful but ignorant female image | 第37-38页 |
| ·Independent and self-confident female | 第38页 |
| ·Post-modern female | 第38-39页 |
| ·Difference and its cause of feminine image in female consumer goods advertising between China and the West | 第39-44页 |
| ·The cause for stereotype in Chinese female consumer goods advertising | 第39-42页 |
| ·The cause for diversification of western female consumer goods advertising | 第42-44页 |
| ·Similarity and its cause of feminine image in female consumer goods advertising between China and the West | 第44-46页 |
| 6.C onclusion | 第46-48页 |
| References | 第48-52页 |
| Acknowledgments | 第52-53页 |
| Appendix | 第53页 |
