| CHAPTER ONE: INTRODUCTION | 第1-13页 |
| ·COMMUNICATION AND ADVERTISING | 第6-9页 |
| ·Definitions | 第6-7页 |
| ·A Model for Communication | 第7-9页 |
| ·CULTURE AND CROSS-CULTURAL ADVERTISING | 第9-11页 |
| ·Definition of Culture | 第9页 |
| ·Cross-cultural Advertising | 第9-11页 |
| ·ACCESS TO CROSS-CULTURAL ADVERTISING EFFECTIVENESS | 第11-13页 |
| CHAPTER TWO: THE BACKGROUND OF MULTINATIONAL COMPANIES' ADVERTISING IN CHINA | 第13-27页 |
| ·AN OVERVIEW OF MULTINATIONAL COMPANIES' GLOBAL CROSS-CULTURAL COMMUNICATION | 第13-14页 |
| ·MULTINATIONALS IN CHINA AND THEIR ADVERTISING ACTIVITIES | 第14-17页 |
| ·A Sketch of the Development of Multinational Corporations in China | 第14-15页 |
| ·Advertising of Multinationals as Part of their Brand Strategy in China | 第15-17页 |
| ·SOCIOCULTURAL DIFFERENCES REFLECTED IN CHINESE AND WESTERN ADVERTISEMENTS | 第17-27页 |
| ·Four Proposals of the Sociocultural Differences mirrored in Chinese and Western Advertisements | 第18-23页 |
| ·Dimensions of Culture: A Theoretical Study of Sino-Western Sociocultural Differences | 第23-27页 |
| CHAPTER THREE: ADVERTISING STRATEGY ALTERNATIVES FOR MULTINATIONALS IN CHINA | 第27-49页 |
| ·STANDARDIZATION STRATEGY | 第27-33页 |
| ·Definition | 第27-28页 |
| ·Advantages of Standardized Advertising | 第28-30页 |
| ·Disadvantages of Standardized Advertising | 第30-31页 |
| ·Suitability of the Standardization Strategy | 第31-33页 |
| ·LOCALIZATION STRATEGY | 第33-43页 |
| ·Definition-A Theoretical Approach | 第33-35页 |
| ·Necessities for Localization Strategy | 第35-40页 |
| ·Approaches to Advertising Localization in China for Overseas Multinationals | 第40-43页 |
| ·THE STRATEGY OF GLOCALIZATION | 第43-49页 |
| ·Introduction: A Theoretical View | 第43-45页 |
| ·Global Consumer Segment: The Rationale for Glocalization | 第45-47页 |
| ·Global Brand with Local Execution: An Approach to Glocalization | 第47-49页 |
| CHAPTER FOUR: SEEKING A BALANCE: A CASE STUDY OF HILTON INTERNATIONAL | 第49-56页 |
| ·INTRODUCTION TO HILTON INTERNATIONAL | 第49页 |
| ·AN OVERVIEW OF ADVERTISING STRATEGY OF HILTON INTERNATIONAL | 第49-50页 |
| ·The Global Advertising Proposition of HI | 第49-50页 |
| ·The Global Advertising Idea of HI | 第50页 |
| ·The Global Guidelines for Advertising Photography | 第50页 |
| ·STANDARDIZATION, LOCALIZATION AND GLOCALIZATION IN HI ADVERTISING | 第50-53页 |
| ·Standard Advertising | 第50-51页 |
| ·Local advertising | 第51-53页 |
| ·Draw on Both Sides: Glocalization | 第53页 |
| ·CHOICES OF DIFFERENT STRATEGIES FOR DIFFERENT PRODUCTS AT HI | 第53-56页 |
| CHAPTER FIVE: SOME THOUGHTS ON THE ADVERTISING OF CHINESE (MULTINATIONAL) ENTERPRISES INSPIRED BY THE ADVERTISING OF OVERSEAS MULTINATIONALS IN CHINA | 第56-66页 |
| ·TIPs FOR CHINESE ENTERPRISES ON DOMESTIC ADVERTISING IN FACE OF FOREIGN MULTINATIONALS' ADVERTISING CAMPAIGN | 第57-60页 |
| ·TIPS FOR CHINESE MULTINATIONALS ON INTERNATIONAL ADVERTISING | 第60-63页 |
| ·OTHER GENERAL IMPLICATIONS | 第63-66页 |
| CHAPTER SIX: CONCLUSION & SUGGESTIONS | 第66-77页 |
| ·A GENERAL SUMMARY | 第66-67页 |
| ·CONCLUSIONS | 第67-69页 |
| ·POSSIBLE THEORETICAL AND PRACTICAL SIGNIFICANCE OF THE THESIS | 第69-70页 |
| ·LIMITATIONS AND SUGGESTIONS FOR FURTHER RESEARCH | 第70-77页 |
