| Acknowledgements | 第1-3页 |
| Abstract | 第3-4页 |
| 摘要 | 第4-6页 |
| Introduction | 第6-10页 |
| Ⅰ. Doubts and Criticisms on Beers | 第10-15页 |
| ·Unilateralism and Anti-Americanism | 第10-11页 |
| ·Failure of Transplantation | 第11-13页 |
| ·Problems with Strategy and Implementation | 第13-15页 |
| Ⅱ. Public Diplomacy and Branding | 第15-30页 |
| ·Public Diplomacy Defined | 第15-21页 |
| ·Definition of Public Diplomacy | 第15-19页 |
| ·Public Diplomacy and Propaganda | 第19-21页 |
| ·Theoretical Tools to Analyze Public Diplomacy | 第21-24页 |
| ·Core Components of Public Diplomacy | 第21-22页 |
| ·Three Taxonomies of Public Diplomacy | 第22-24页 |
| ·A Comparison between Public Diplomacy and Branding | 第24-30页 |
| ·Brand, Branding, and Nation-Branding | 第24-25页 |
| ·Similarities between Commercial Branding and Public Diplomacy | 第25-27页 |
| ·Differences between Commercial Branding and Public Diplomacy | 第27-30页 |
| Ⅲ. Public Diplomacy and Charlotte Beers | 第30-40页 |
| ·Renewed Interest in Public Diplomacy | 第30-31页 |
| ·Public Diplomacy Efforts under Charlotte Beers | 第31-40页 |
| ·Core Messages | 第31-32页 |
| ·“The Network of Terrorism” Brochure | 第32-33页 |
| ·“Shared Values” Initiative | 第33-35页 |
| ·“Muslim Life in America” and Other Additional Components | 第35-36页 |
| ·Radio Sawa | 第36-37页 |
| ·Cultural and Personnel Exchange Programs | 第37-40页 |
| Ⅳ. A Tentative Explanation of Charlotte Beers’ Failure | 第40-49页 |
| ·An Analysis of the Shared Values Initiative | 第40-44页 |
| ·“Listening” in the Wrong Direction | 第41页 |
| ·Problematic Advocacy of “Religious Tolerance” | 第41-42页 |
| ·Doubted Credibility | 第42-44页 |
| ·Reasons for the Failure of Beers | 第44-49页 |
| ·“America is not a Hamburger” | 第44-46页 |
| ·Conflicting Messages | 第46-47页 |
| ·A Credibility Issue | 第47-49页 |
| Conclusion | 第49-52页 |
| Bibliography | 第52-59页 |
| 附件 | 第59页 |
