| ACKNOWLEDGEMENTS | 第9-10页 |
| ABSTRACT | 第10页 |
| 摘要 | 第11-14页 |
| CHAPTER Ⅰ INTRODUCTION | 第14-18页 |
| 1.1 Research Background | 第14页 |
| 1.2 Purpose and Significance of the Study | 第14-16页 |
| 1.3 Thesis Structure | 第16-18页 |
| CHAPTER Ⅱ LITERATURE REVIEW | 第18-32页 |
| 2.1 Studies on the Role of Patriotism in Cross-Cultural Communication | 第18-22页 |
| 2.2 Studies on the Theory of Elaboration Likelihood Model | 第22-26页 |
| 2.3 Studies on the International Advertising Strategies of Transnational Corporations | 第26-32页 |
| CHAPTER Ⅲ THEORETICAL FRAMEWORK | 第32-37页 |
| 3.1 The Theory of Elaboration Likelihood Model | 第32-37页 |
| 3.1.1 The Central Route | 第32-34页 |
| 3.1.2 The Peripheral Route | 第34-37页 |
| CHAPTER Ⅳ “PORCELAIN PATRIOTISM” AND NIKE’S ADVERTISEMENTS IN CHINA | 第37-55页 |
| 4.1 The Case of “Porcelain Patriotism” | 第38-44页 |
| 4.2 Nike’s Advertising Strategies in China | 第44-55页 |
| 4.2.1 Advertisements Endorsed by NBA Stars | 第45-48页 |
| 4.2.2 Advertisements Endorsed by Chinese Sports Stars | 第48-52页 |
| 4.2.3 A Comparison of the Advertisements Endorsed by NBA Stars and Chinese Sports Stars | 第52-55页 |
| CHAPTER Ⅴ THE ROLE OF PATRIOTISM IN CROSS-CULTURAL COMMUNICATION | 第55-70页 |
| 5.1 Negative Associations of Patriotism in Cross-Cultural Communication | 第55-62页 |
| 5.2 Positive Associations of Patriotism in Cross-Cultural Communication | 第62-65页 |
| 5.3 Ways to Make Good Use of Patriotism in Cross-Cultural Communication | 第65-70页 |
| CHAPTER Ⅵ CONCLUSION | 第70-74页 |
| 6.1 Conclusion | 第70-72页 |
| 6.2 Limitations and Implications for Future Research | 第72-74页 |
| WORKS CITED | 第74-82页 |
| APPENDIX Ⅰ | 第82页 |
