| Abstract | 第3页 |
| 摘要 | 第4-7页 |
| Chapter One Introduction | 第7-11页 |
| 1.1 Research Background | 第7-8页 |
| 1.2 Research Purpose and Research Questions | 第8-9页 |
| 1.3 Significance of this Study | 第9-10页 |
| 1.4 Structure of the Thesis | 第10-11页 |
| Chapter Two Literature Review | 第11-27页 |
| 2.1 Theories on Advertising and Advertising Appeals | 第11-17页 |
| 2.1.1 Definition and Classification of Advertising | 第11-12页 |
| 2.1.2 Classification of Advertising Appeals | 第12-17页 |
| 2.2 Theories on Cultural Value and Hofstede’s Cultural Dimensions | 第17-21页 |
| 2.2.1 Concept of Cultural Value | 第18-19页 |
| 2.2.2 Hofstede’s Classification of Cultural Dimensions | 第19-21页 |
| 2.3 Theories on Brand Promotion | 第21-22页 |
| 2.4 Empirical Studies of Cultural Value on Advertising Appeals Abroad | 第22-25页 |
| 2.5 Empirical Studies of Cultural Value on Advertising Appeals at Home | 第25-27页 |
| Chapter Three Methodology | 第27-34页 |
| 3.1 Data Collection | 第27-28页 |
| 3.2 Data Classifications of Appeal System to Hofstede’s Cultural Dimensions | 第28-29页 |
| 3.3 Coding | 第29-31页 |
| 3.4 Content Analysis and Statistical Analysis | 第31-32页 |
| 3.5 Research Procedure | 第32-34页 |
| Chapter Four Results and Discussion | 第34-65页 |
| 4.1 Frequently Used Appeals in the Promotions by the Two Cultural Groups | 第34-44页 |
| 4.1.1 Frequently Used Appeals in Chinese Clothing Brand Promotions | 第35-39页 |
| 4.1.2 Frequently Used Appeals in English Clothing Brand Promotions | 第39-44页 |
| 4.2 Comparison of Advertising Appeals by the Two Cultural Groups | 第44-49页 |
| 4.2.1 Similarities in Primary Advertising Appeals | 第45-47页 |
| 4.2.2 Significant Differences in the Advertising Appeals | 第47-49页 |
| 4.3 Cultural Values Reflected in Chinese and American Clothing Brand Promotion | 第49-59页 |
| 4.3.1 Cultural Values Reflected in Chinese Clothing Brand Promotions | 第49-52页 |
| 4.3.2 Cultural Values Reflected in American Clothing Brand Promotions | 第52-54页 |
| 4.3.3 Comparison of the Mainly Reflected Values | 第54-59页 |
| 4.4 The Tendency of Chinese Advertising Culture and Potential Factors Accounting forthe Differences | 第59-65页 |
| 4.4.1 The Tendency of Chinese Clothing Brand Promotion | 第59-61页 |
| 4.4.2 Potential Factors Accounting for the Differences | 第61-65页 |
| Chapter Five Conclusion | 第65-67页 |
| 5.1 Major Findings of this Study | 第65-66页 |
| 5.2 Limitations and Suggestions for Future Study | 第66-67页 |
| References | 第67-72页 |
| Appendix in Chinese | 第72-75页 |
| Appendix in English | 第75-80页 |
| Acknowledgements | 第80页 |
