声明
Chapter One Introduction
1.1 Research Background
1.2 Research Significance
1.3 Research Questions
1.4 Layout of the Thesis
Chapter Two Literature Review
2.1 Studies on Advertisement and Advertising Appeals
2.2 Studies Relating to Hofstede’s Cultural Value Dimension Theory
2.3 Summary
Chapter Three Theoretical Framework
3.1 Richard. W. Pollay’s 42 Advertising Appeals System
3.2 Hofstede’s Cultural Value Dimension Theory
3.2.1 Collectivism VS. Individualism
3.2.2 Power Distance
3.2.3 Uncertainty Avoidance
3.2.4 Masculinity VS. Femininity
3.2.5 Long-term Orientation VS. Short-term Orientation
Chapter Four Methodology
4.1 Data Collection
4.2 Analytic Procedures
Chapter Five Major Advertising Appeals of Benz and Analysis Based on Hofstede’s Cultural Value Dimension Theory
5.1 MajorAdvertising Appeals of Benz
5.2 An Analysis Based on Hofstede’s Cultural Value Dimension Theory
5.2.1Appeals Embodied in Advertising Samples
5.2.2Analysis from the Perspective of Power Distance
5.2.3Analysis from the Perspective of UncertaintyAvoidance
5.2.4Analysis from the Perspective of Masculinity and Femininity
Chapter Six Conclusion
6.1 Major Findings
6.2 Limitations and Suggestions
参考文献
Appendix
Advertisements Sampled in the Thesis
致谢
西南财经大学;