| Abstract | 第1-10页 |
| 摘要 | 第10-12页 |
| Introduction | 第12-18页 |
| ·Research background | 第12-14页 |
| ·Objective and significance of the thesis | 第14-15页 |
| ·Rationale and methodology of the study | 第15-17页 |
| ·Main structure of the thesis | 第17-18页 |
| Chapter One Culture and Advertising | 第18-31页 |
| ·Definitions of culture | 第18-20页 |
| ·Characteristics of culture | 第20-21页 |
| ·Definitions of advertising | 第21-22页 |
| ·Classifications and objective of advertising | 第22-24页 |
| ·Social and cultural functions of advertising | 第24-25页 |
| ·Auto advertising in the West and in China | 第25-27页 |
| ·Interactive relationship between culture and advertising | 第27-31页 |
| Chapter Two Literature Review | 第31-36页 |
| ·Previous studies on the interaction between culture and advertising | 第31-33页 |
| ·Studies on the cultural differences in advertising | 第33-34页 |
| ·Insufficiencies of previous studies | 第34-36页 |
| Chapter Three Comparison of Automobile Advertisings | 第36-61页 |
| ·General traditional cultural values of China and the West | 第36-39页 |
| ·Different philosophy in auto advertising | 第39-43页 |
| ·Different value orientation in auto advertising | 第43-49页 |
| ·Different power distance in auto advertising | 第49-52页 |
| ·Different sense of hierarchy in auto advertising | 第52-56页 |
| ·Different thinking pattern in auto advertising | 第56-58页 |
| ·Different thinking pattern in auto advertising | 第58-61页 |
| Chapter Four Suggestions for Advertisers | 第61-72页 |
| ·Positioning the target consumer market | 第62-66页 |
| ·Analysis on the demographic and economic environment | 第62-63页 |
| ·Analysis on the geographic environment | 第63-64页 |
| ·Analysis on the political-legal environment | 第64-66页 |
| ·Being harmonious with cultural environment | 第66-70页 |
| ·Keeping up with cultural dynamics | 第70-72页 |
| Conclusion | 第72-75页 |
| Bibliography | 第75-78页 |
| Acknowledgements | 第78-79页 |
| List of published paper | 第79-80页 |
| 学位论文评阅及答辩情况表 | 第80页 |
