| ACKNOWLEDGEMENTS | 第8-9页 |
| ABSTRACT | 第9-10页 |
| 摘要 | 第11-12页 |
| CONTENTS | 第12-14页 |
| CHAPTER I INTRODUCTION | 第14-17页 |
| 1.1 Background of the Study | 第14页 |
| 1.2 Purpose of the Study | 第14-16页 |
| 1.3 Structure of the Study | 第16-17页 |
| CHAPTER II LITERATURE REVIEW | 第17-26页 |
| 2.1 Studies on the Role of Glocalization in Intercultural communication | 第17-20页 |
| 2.2 Studies on Elaboration Likelihood Model and Cultural Adaptation Orientation | 第20-24页 |
| 2.3 Studies on the Advertising Strategies for Multinationals in China | 第24-26页 |
| CHAPTER III THEORETICAL FRAMEWORK | 第26-31页 |
| 3.1 Elaboration Likelihood Model | 第26-29页 |
| 3.1.l The Central Route | 第27-28页 |
| 3.1.2 The Peripheral Route | 第28-29页 |
| 3.2 Acculturation Orientation | 第29-31页 |
| CHAPTERⅣ PEPSICO’S INTERNATIONAL ADVERTISING IN CHINA | 第31-56页 |
| 4.1 Globalization in PepsiCo’s International Advertising | 第32-42页 |
| 4.1.1 The Endorsement of International Superstars | 第33-38页 |
| 4.1.2 The Advocacy of Universal Values | 第38-42页 |
| 4.2 Localization in PepsiCo’s International Advertising | 第42-56页 |
| 4.2.1 The Endorsement of Chinese Spokesperson | 第44-47页 |
| 4.2.2 The Employment of Typical Chinese Symbols and Images | 第47-50页 |
| 4.2.3 The Adaptation to the Traditional Values of China | 第50-53页 |
| 4.2.4 The Focus on Great Events in China | 第53-56页 |
| CHAPTERⅤ IMPLICATIONS FOR CHINESE BRANDS | 第56-62页 |
| 5.1 Think Globally | 第57-59页 |
| 5.2 Act Locally | 第59-62页 |
| CHAPTER Ⅵ CONCLUSION | 第62-64页 |
| 6.1 Conclusion | 第62页 |
| 6.2 Limitations and Implication for Future Research | 第62-64页 |
| WORKS CITED | 第64-68页 |
