| Chinese Abstract | 第1-5页 |
| Englsih Abstract | 第5-7页 |
| Acknowledgements | 第7-8页 |
| Contents | 第8-10页 |
| List of Tables and Figures | 第10-11页 |
| Chapter 1 Introduction | 第11-13页 |
| ·Description of the Study | 第11页 |
| ·The Need for the Study | 第11-12页 |
| ·Framework of the Thesis | 第12-13页 |
| Chapter 2 Literature Review | 第13-30页 |
| ·Standardized-specialized Advertising Paradox | 第13-14页 |
| ·Frameworks for Understanding Cultural Differences | 第14-18页 |
| ·Cultural Frameworks | 第14-15页 |
| ·Hall's Four Dimensions | 第15-16页 |
| ·Hofstede's Five Dimensions | 第16-18页 |
| ·Comparison of Business Cultures between China and U.S Based on Hofstede's Dimensions | 第18-19页 |
| ·CulturalValuesinAdvertising | 第19-22页 |
| ·Culture and Values | 第20页 |
| ·Cultural Values and Advertising | 第20-21页 |
| ·Advertising Appeals are the Manifestations of Cultural Values in Advertising | 第21-22页 |
| ·Pollay's Appeals System | 第22-24页 |
| ·Cross-cultural Studies in Advertising | 第24-27页 |
| ·Categories of Studies | 第24-26页 |
| ·Previous Value/Appeal Studies | 第26-27页 |
| ·Previous Value/Appeal Research on Advertising of China | 第27页 |
| ·Cross-cultural Studies on Internet Advertising | 第27-30页 |
| ·Special Characteristics of Internet Advertising | 第28页 |
| ·Cross-cultural Studies on Internet Advertising | 第28-30页 |
| Chapter 3 Hypotheses and Methodology | 第30-40页 |
| ·Hypotheses | 第30-33页 |
| ·Assignment of Pollay's Appeals to Hoftstede's Cultural Dimentions | 第30-31页 |
| ·Hypotheses of Ads Appeal Application Differences between China and U.S. | 第31-33页 |
| ·Methodology | 第33-40页 |
| ·Content Analysis | 第33页 |
| ·Country Selection | 第33-34页 |
| ·Unit of Analysis | 第34页 |
| ·Sampling | 第34-35页 |
| ·Coding | 第35-39页 |
| ·Statistical Analysis | 第39-40页 |
| Chapter 4 Study Results and Discussions | 第40-48页 |
| ·Results of Appeals in Study | 第40-41页 |
| ·Discussion on the use of Advertising Appeals | 第41-44页 |
| ·Similarities in Primary Advertising Appeals | 第41-43页 |
| ·Differences in use of Advertising Appeals between China and U.S | 第43-44页 |
| ·Study Results of Appeals by Hofstede's Value Dimensions | 第44-46页 |
| ·Discussions on the Comparison of Advertising Appeals by Hofstede's Dimensions | 第46-48页 |
| Chapter 5 Conclusion and Implications | 第48-53页 |
| ·Implications and Conclusion | 第48-49页 |
| ·Attaching Importance to Cultural Teaching | 第49-51页 |
| ·Necessity of Understanding Cultural Differences in Advertising | 第49页 |
| ·Getting to Know Another Culture | 第49-50页 |
| ·Minimizing Ethnocentrism and Self-reference | 第50页 |
| ·Getting to know Theories of Cultural Dimensions | 第50-51页 |
| ·Implementing Multicultural Education | 第51页 |
| ·Limitations of the Study | 第51页 |
| ·Suggestions for Future Studies | 第51-53页 |
| References | 第53-57页 |
| 学位论文独创性声明 | 第57页 |
| 学位论文版权的使用授权书 | 第57页 |
