| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Chapter 1 Introduction | 第9-13页 |
| ·The significance of the study | 第9-11页 |
| ·The structure of the thesis | 第11-13页 |
| Chapter 2 Literature review and theoretical background | 第13-25页 |
| ·Literature review | 第13-16页 |
| ·Studies abroad | 第13-15页 |
| ·Studies in China | 第15-16页 |
| ·Theoretical background | 第16-21页 |
| ·An overview of advertising | 第16-18页 |
| ·An overview of culture | 第18-21页 |
| ·The relationship between advertising and culture | 第21-22页 |
| ·Cultural properties of advertising | 第22-25页 |
| ·Property of demonstrating the national character | 第23页 |
| ·Property of reflecting social psychology, customs and habits values, moral and ethical standards, etc. | 第23-25页 |
| Chapter 3 Methodology | 第25-29页 |
| ·Material resources | 第25页 |
| ·Analytic methods | 第25-26页 |
| ·Data used in the study | 第26页 |
| ·The findings of analysis | 第26-29页 |
| Chapter 4 Some traditional cultures reflected in Chinese advertising | 第29-42页 |
| ·Collective orientation | 第30-31页 |
| ·Authority emphasis | 第31-32页 |
| ·Implicit expression | 第32-34页 |
| ·Concrete thought | 第34-35页 |
| ·Static lifestyles | 第35-36页 |
| ·Femininity | 第36-38页 |
| ·Past orientation | 第38-39页 |
| ·Interpersonal harmony | 第39页 |
| ·Monism | 第39-42页 |
| Chapter 5 The cultural changes displayed in Chinese advertising | 第42-58页 |
| ·General review of the development of Chinese advertising before 1978 | 第42-43页 |
| ·The late 1970s-1990s | 第43-51页 |
| ·The development of advertising during the period | 第43-44页 |
| ·The characteristics of “modernity”, “quality”, and “technology” | 第44-45页 |
| ·National unity and interests | 第45-47页 |
| ·The cultural value of collective orientation | 第47-50页 |
| ·Authority conception | 第50-51页 |
| ·In the 21st century ( from 2000 to 2009) | 第51-58页 |
| ·Tend to be more individualistic | 第52-55页 |
| ·Tend to be information-oriented | 第55-56页 |
| ·Tend to be dynamic and future-oriented | 第56-58页 |
| Chapter 6 Conclusion | 第58-60页 |
| References | 第60-65页 |
| Acknowledgements | 第65页 |
