| 中文摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Chapter 1 Introduction | 第9-12页 |
| ·Value of the study | 第9-10页 |
| ·Background | 第9页 |
| ·Research Value | 第9-10页 |
| ·Methods of the study | 第10-11页 |
| ·Organization of the study | 第11-12页 |
| Chapter 2 Literature Review | 第12-20页 |
| ·Advertising study | 第12-16页 |
| ·The history and Outcomes of Western countries'study | 第12-14页 |
| ·The history and present situation of Chinese study | 第14-16页 |
| ·International advertising strategy | 第16-20页 |
| ·Standardization approach | 第16-17页 |
| ·Loealization approach | 第17-18页 |
| ·GlocaliZation approach | 第18-20页 |
| Chapter 3 Interplay between the Two Cultures'Values and advertisings | 第20-35页 |
| ·AdVertising defined | 第20-24页 |
| ·Forming of advertising | 第20-23页 |
| ·American advertising | 第21-22页 |
| ·Chinese advertising | 第22-23页 |
| ·Funclion of advertising | 第23页 |
| ·International advertising | 第23-24页 |
| ·Comparison of culture values between China and America | 第24-29页 |
| ·Culture defined | 第24-25页 |
| ·Chinese culture | 第25-26页 |
| ·American culture | 第26-29页 |
| ·Interplay between culture and advertising | 第29-35页 |
| ·Culture's influence on advertising | 第30-31页 |
| ·Advertising's influence on culture | 第31-35页 |
| Chapter 4 Contrastive Analysis of Chinese and American Advertising | 第35-52页 |
| ·Opinions survey,a questionnaire | 第35-43页 |
| ·People of two caltures'attitudes towards advertising | 第35-36页 |
| ·Values | 第36-43页 |
| ·Relation between Values and advertising | 第36页 |
| ·Culture values reflected by advertisings of two cultures | 第36-43页 |
| ·Specific examples of two cultures'advertising | 第43-52页 |
| ·Coca-Cola's Chinese advertising | 第43-48页 |
| ·Coca-Cola's idea of advertising | 第43-44页 |
| ·Coca-Cola's localization in China | 第44-45页 |
| ·Coca-Cola's"Chinese New Year"advertising | 第45-47页 |
| ·Effect of Coca-Cola's Chinese advertising | 第47-48页 |
| ·Chinese auto advertising | 第48-52页 |
| ·Shanghai General Motors | 第49页 |
| ·Shanghai General Motors's Buick advertising | 第49-50页 |
| ·Effect of Buick's advertising | 第50-52页 |
| Chapter 5 Conclusion and Suggestions | 第52-56页 |
| ·Findings of the research | 第52-53页 |
| ·Suggestions | 第53-56页 |
| References | 第56-59页 |
| Acknowledgements | 第59-60页 |
| Appendix | 第60-61页 |
