| 摘要 | 第4-5页 |
| Abstract | 第5页 |
| Chapter One Introduction | 第8-14页 |
| 1.1 Study Background | 第8-11页 |
| 1.2 Significance of the Study | 第11-12页 |
| 1.3 Structure of the Study | 第12-14页 |
| Chapter Two Literature Review | 第14-25页 |
| 2.1 Definitions of Key Terms | 第14-16页 |
| 2.1.1 Culture and Values | 第14-15页 |
| 2.1.2 Advertising | 第15页 |
| 2.1.3 Advertising Appeals and Values | 第15-16页 |
| 2.2 Theoretical Foundations | 第16-20页 |
| 2.2.1 Hofstede’s Value Dimensions | 第16-18页 |
| 2.2.2 Pollay’s Advertising Appeals | 第18-20页 |
| 2.3 Previous Cross-Cultural Researches on Advertising | 第20-25页 |
| 2.3.1 Cross-Cultural Researches on Advertising between America and Other Countries | 第20-22页 |
| 2.3.2 Cross-Cultural Researches on Advertising between America and China | 第22-25页 |
| Chapter 3 Hypotheses and Methodology | 第25-30页 |
| 3.1 Hypotheses | 第25-28页 |
| 3.1.1 Pilot Study | 第25-27页 |
| 3.1.2 Hypothesis | 第27-28页 |
| 3.2 Research Methodology | 第28-30页 |
| 3.2.1 Sampling | 第28页 |
| 3.2.2 Coding | 第28-30页 |
| Chapter Four Study Results and Analysis | 第30-49页 |
| 4.1 Results of Appeals Application | 第30-31页 |
| 4.2 Discussions on Appeals Application in Auto Advertisements | 第31-43页 |
| 4.2.1 The Major Common Appeals in Auto Advertisements | 第31-36页 |
| 4.2.2 The Main Appeals in Chinese Auto Advertisements | 第36-39页 |
| 4.2.3 The Main Appeals in American Auto Advertisements | 第39-43页 |
| 4.3 Discussions on the Comparison of Auto Advertising Appeals by Hofstede’s Dimensions | 第43-49页 |
| 4.3.1 Analysis from the Perspective of Individualism and Collectivism | 第43-44页 |
| 4.3.2 Analysis from the Perspective of Uncertainty Avoidance | 第44-45页 |
| 4.3.3 Analysis from the Perspective of Power Distance | 第45-46页 |
| 4.3.4 Analysis from the Perspective of Masculinity | 第46-49页 |
| Chapter Five Conclusion | 第49-52页 |
| 5.1 Conclusions and Implications | 第49-50页 |
| 5.2 Limitations and Suggestions | 第50-52页 |
| Bibliography | 第52-55页 |
| Publications during the Program | 第55-56页 |
| Introduction of the Author | 第56-57页 |
| Acknowledgements | 第57-58页 |
