| Acknowledgements | 第1-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第6-8页 |
| Chapter 1 Introduction | 第8-23页 |
| ·Advertisements as an Important Element in Today’s Society | 第8-9页 |
| ·Definitions and Principles in Advertising Design | 第9-14页 |
| ·Advertisements as Cultural Embodiments | 第14-15页 |
| ·The Significance of Social Marketing in Advertisements and Chinese Culture | 第15-19页 |
| ·Hypotheses & Research Objectives | 第19-23页 |
| Chapter 2 Research Design and Methodology | 第23-25页 |
| Chapter 3 Social Marketing and Its Application in Advertisements | 第25-33页 |
| ·Definition of Social Marketing | 第25-27页 |
| ·Applications of Social Marketing | 第27-30页 |
| ·Social Marketing as the Embodiment of Group-Orientation in Advertisements | 第30页 |
| ·Scandals in Social Marketing | 第30-33页 |
| Chapter 4 Representative Cases Employing Social Marketing as Their Strategies | 第33-40页 |
| ·Nongfu Spring | 第33-34页 |
| ·Mengniu Milk Campaign | 第34-37页 |
| ·Localized Coca Cola Advertisements during the Olympic Games | 第37-39页 |
| ·Group-oriented Value Factors Identified in Case Studies | 第39-40页 |
| Chapter 5 The Distinction between Group-orientation and Individual-orientation Reflected in Advertisements | 第40-49页 |
| ·Definition of Group-orientation and Individual-orientation | 第40-41页 |
| ·Factors of Group-orientation Values commonly Seen in Chinese Advertisements | 第41-44页 |
| ·Wine Advertisements as Illustrations of Both Group-oriented Culture and Individual-oriented Culture Present in China | 第44-49页 |
| Chapter 6 Conclusion | 第49-53页 |
| ·Key Findings and Applications | 第49页 |
| ·Limitations of this Study | 第49-53页 |
| References | 第53-58页 |
