| 摘要 | 第3-4页 |
| Abstract | 第4页 |
| 1.Introduction | 第9-19页 |
| 1.1 Research Background and Research Significance | 第9-11页 |
| 1.1.1 Research background | 第9-11页 |
| 1.1.2 Purpose and Significance | 第11页 |
| 1.2 Literature Review | 第11-15页 |
| 1.2.1 Domestic research | 第11-12页 |
| 1.2.2 Foreign research | 第12-15页 |
| 1.3 Research Contents and Methods | 第15-19页 |
| 1.3.1 Main ideas and main content | 第15-16页 |
| 1.3.2 Research Methods | 第16-17页 |
| 1.3.3 Principle of choosing a channel | 第17-19页 |
| 2 Theoretical Basis | 第19-26页 |
| 2.1 Advertising models | 第19-22页 |
| 2.1.1 Basic advertising models | 第19-20页 |
| 2.1.2 Connection of Maslow's model and advertising | 第20-22页 |
| 2.2 Consumer behavior model | 第22-23页 |
| 2.3 Advertising Communication | 第23-26页 |
| 3 History and Features of Russian Media and TV commercials | 第26-32页 |
| 3.1 Development of Russian TV Media | 第26页 |
| 3.2 Features of the modern system of Russian media | 第26-27页 |
| 3.3 History of TV commercials in Russia | 第27-32页 |
| 3.3.1 Soviet period | 第27-29页 |
| 3.3.2 Soviet Perestroika period | 第29-31页 |
| 3.3.3 Modern period | 第31-32页 |
| 4 Analysing os State channel“Channel One” | 第32-42页 |
| 4.1 Content and target audience | 第32-36页 |
| 4.2 Present situation of the channel | 第36-40页 |
| 4.2.1 Commercials on“Channel One” | 第36-37页 |
| 4.2.2 Monitoring analysis | 第37-40页 |
| 4.3 Channel "Katusha" | 第40-42页 |
| 5 Factors Affecting to the influence of TV commercials on consumer behavior in Russia | 第42-47页 |
| 5.1 Empirical analysis of quantitative part | 第42-44页 |
| 5.2 Empirical analysis of qualitative part | 第44-47页 |
| 6 Revealed problems and improvement suggestions to the TV commercials on the "Channel One" | 第47-48页 |
| 6.1 Revealed problems of the TV commercials on the “Channel One” | 第47-48页 |
| 6.2 Improvement suggestions to the TV commercials on the “Channel One” | 第48页 |
| Conclusions and advices | 第48-51页 |
| References | 第51-54页 |
| Appendix “Monitoring analysis” | 第54-59页 |
| Appendix “Questionnaire” | 第59-64页 |
| Appendix “Frequency analysis” | 第64-75页 |
| Appendix “Factor analysis” | 第75-79页 |
| Acknowledgement | 第79-82页 |
