| 内容摘要 | 第2-3页 |
| ABSTRACT | 第3-4页 |
| I.Introduction | 第7-19页 |
| 1.An Overview of Advertising | 第7-10页 |
| 2.Culture and Cross Cultural Advertising | 第10-17页 |
| 3.Cultural Properties of Advertising | 第17-18页 |
| 4.Purpose of this study | 第18-19页 |
| II.International Advertising Strategies used by Multinationals | 第19-40页 |
| 1.Theoretical Background | 第19-21页 |
| 2.Standardization Strategy | 第21-26页 |
| 3.Localization Strategy | 第26-33页 |
| 4.The Strategy of Globalization | 第33-36页 |
| 5.Seeking a Balance: A Case Study of Hilton International | 第36-40页 |
| III.Advertising Activities of Multinational Corporations in China and the Inspirations to Chinese Multinational Enterprises | 第40-55页 |
| 1.Multinational Corporations in China and Their Advertising Activities | 第40-43页 |
| 2.Sociocultural Differences Reflected in Chinese and Western Advertisements | 第43-48页 |
| 3.Enlightenment for Chinese Enterprises on Domestic Advertising in Face of Foreign Multinationals’Advertising Campaigns | 第48-51页 |
| 4.Enlightenment for Chinese Multinational Corporations on International Advertising | 第51-53页 |
| 5.Other General Implications | 第53-55页 |
| IV. Conclusion | 第55-58页 |
| REFERENCES | 第58-59页 |
