| 摘要 | 第1-6页 |
| Abstract | 第6-11页 |
| Chapter One Introduction | 第11-14页 |
| ·Research Background | 第11页 |
| ·Significance and Objectives of the Study | 第11-12页 |
| ·Framework of the Thesis | 第12-14页 |
| Chapter Two Literature Review and Theoretical Framework | 第14-35页 |
| ·Semiotics and Its Representative Theories | 第14-20页 |
| ·Semiotics Theory by Saussure | 第14-17页 |
| ·The Concept of Semiotics | 第14-15页 |
| ·Theory of Sign | 第15-16页 |
| ·Significance of Saussure's Semiotics | 第16-17页 |
| ·Roland Barthes' Semiotics Theory | 第17-20页 |
| ·General Facts | 第17-18页 |
| ·Signified,Signifier and Signification | 第18-19页 |
| ·Denotation and Connotation | 第19-20页 |
| ·Semiotics on Culture and Cultural Semiotics Theories | 第20-29页 |
| ·Semiotics on Culture by Roland Barthes | 第20-22页 |
| ·Cultural Semiotics Theory by Lotman | 第22-26页 |
| ·Textual Semiotics Theory | 第23页 |
| ·Cultural Semiotics Theory | 第23-24页 |
| ·Communicative Semiotics Theory | 第24-26页 |
| ·Semiotics Systematology | 第26页 |
| ·Analysis on Cultural Text Function | 第26-29页 |
| ·Function of the Text | 第26-27页 |
| ·Multilingualism of Culture | 第27-28页 |
| ·Function of Cultural Text | 第28-29页 |
| ·Self-presentation of Cultural Centralism and Ethnocentrism Theory | 第29-33页 |
| ·Ethnocentrism Theory | 第29-31页 |
| ·Sumner's Definition of Ethnocentrism | 第29-30页 |
| ·Ethnocentrism and Its Impact on Culture | 第30-31页 |
| ·Self-presentation of Cultural Centralism | 第31-33页 |
| ·Concepts of Self-presentation | 第31页 |
| ·Definition of Cultural Centralism | 第31-32页 |
| ·Self-presentation of Cultural Centralism | 第32-33页 |
| ·Relationship between Cultural Centralism and Ethnocentrism Theory | 第33页 |
| ·Summary of the Chapter | 第33-35页 |
| Chapter Three China Pavilion's Design Concept in Shanghai World Expo | 第35-50页 |
| ·Brief Introduction to the World Expo and Pavilion Culture | 第35-40页 |
| ·A Brief History of the World Expo | 第35-37页 |
| ·Industrialization (1851-1938) | 第36页 |
| ·Era of Cultural Exchange (1933-1987) | 第36页 |
| ·Era of Nation Branding (1987-Present) | 第36-37页 |
| ·Types of the World Expo | 第37-40页 |
| ·Registered Expositions or Universal Expositions | 第38-39页 |
| ·Recognized Expositions or International or Specialized Expositions | 第39页 |
| ·Horticultural Exhibitions | 第39-40页 |
| ·Design Concept of China Pavilion | 第40-47页 |
| ·China Pavilions in the World Expo | 第40-44页 |
| ·China Pavilions before 1949 | 第40-41页 |
| ·China Pavilions in 1980s and 1990s World Expo | 第41-44页 |
| ·Oriental Crown in the World Expo 2010 | 第44-47页 |
| ·Shape and Color of the China Pavilion | 第45-46页 |
| ·Constructive Structure of the China Pavilion | 第46-47页 |
| ·China Pavilion's Design Concept and Culture Texts | 第47-49页 |
| ·Summary of the Chapter | 第49-50页 |
| Chapter Four Case Studies and Intercultural Analysis | 第50-68页 |
| ·Case Study One:A Contrastive Study on China Pavilion's Design Concept | 第50-61页 |
| ·Discourse Analysis on China Pavilions during 1980s-2010 | 第50-53页 |
| ·Quantitative Data Analysis on Design Concepts during 1980s-2010 | 第53-61页 |
| ·Objective | 第53-54页 |
| ·Hypotheses Formulation | 第54页 |
| ·Survey Respondents | 第54-55页 |
| ·Procedure | 第55-57页 |
| ·K-Means Cluster Analysis According to the Class of Host Time | 第57-59页 |
| ·Summary of the Survey Results | 第59-61页 |
| ·Case Study Two:A Contrastive Study on Design Concepts in Shanghai World Expo | 第61-68页 |
| ·Discourse Analysis on Design Concepts in 2010 Shanghai World Expo | 第61-65页 |
| ·Data Collection and Research on the Design Concepts | 第65-66页 |
| ·A Quantitative Data Analysis | 第66-67页 |
| ·Summary of the Results | 第67-68页 |
| Chapter Five Conclusion | 第68-71页 |
| ·General Conclusion | 第68-69页 |
| ·Limitations of the Study | 第69-70页 |
| ·Implications for Further Study | 第70-71页 |
| Appendix | 第71-75页 |
| Bibliography | 第75-78页 |
| Acknowledgements | 第78页 |
