| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-9页 |
| Chapter One Introduction | 第9-14页 |
| ·Prologue | 第9-10页 |
| ·Research Background and Significance | 第10-14页 |
| Chapter Two Literature Review | 第14-24页 |
| ·The Macro View in Studying Cross-cultural Advertising | 第14-16页 |
| ·The Micro View in Studying Advertising | 第16-24页 |
| ·The Content Analysis Approach in Studying Advertising Text | 第16-18页 |
| ·The Semiotic Approach in Studying Advertising Text | 第18-24页 |
| Chapter Three Theoretical Framework | 第24-34页 |
| ·The Definition of Cultural Branding Theory | 第24-26页 |
| ·Cultural Branding vs. Three Competing Branding Models | 第26-28页 |
| ·The Theoretical Structure of Cultural Branding | 第28-34页 |
| Chapter Four Methodology | 第34-56页 |
| ·Semiotic Analysis | 第34-51页 |
| ·What Semiotics is About? | 第34-36页 |
| ·The Founding Theories of Semiotics | 第36-38页 |
| ·Elements of Semiotics | 第38-47页 |
| ·Example of Semiotic Analysis of Advertisements | 第47-51页 |
| ·Social Discourse Analysis | 第51-56页 |
| ·The Relevance of Social Discourse Analysis | 第51-52页 |
| ·Foucault’s Approach to Discourse Analysis | 第52-56页 |
| Chapter Five Sample Analysis of Nike Advertisements | 第56-67页 |
| ·Why Nike? | 第56-57页 |
| ·Nike and Its Advertising | 第57-59页 |
| ·Nike in China | 第59-61页 |
| ·Nike's Cross-Cultural Advertising in China | 第61-67页 |
| ·Brief Description of China Also Can | 第61-62页 |
| ·Semiotic Analysis of China Also Can | 第62-63页 |
| ·Discourse Analysis of China Also Can | 第63-65页 |
| ·The Role China Also Can Plays in Nike's Cultural Branding | 第65-67页 |
| Chapter Six Discussions | 第67-69页 |
| Bibliography | 第69-77页 |
