文摘
英文文摘
论文说明:List of Tables、List of Figures
声明
ACKNOWLEDGEMENTS
Chapter One INTRODUCTION
1.1 Motivation and Purpose of the Study
1.1.1 Motivation
1.1.2 Facts about advertisements
1.1.3 Facts about Beijing Evening News
1.1.4 Rational of the thesis
1.1.5 Significance of the thesis
1.2 The Structure of the Thesis
Chapter Two LITERATURE REVIEW
2.1 Cultural Values
2.1.1 Culture and advertising
2.1.2 Cultural values in advertising
2.2 Semiotics
2.2.1 Brief introduction to semiotics
2.2.2 The sign
2.2.3 Codes
2.2.4 Paradigm and syntagm
2.2.5 Signification
2.2.6 Rhetoric tropes
2.2.7 Previous Researches in the Study of Advertising by Semiotics
2.3 Content analysis
2.3.1 Introduction
2.3.2 Definition and characteristics
Chapter Three HYPOTHESES AND METHDOLOGY
3.1 Research Hypotheses
3.2 Methodology
3.2.1 Semiotic analysis
3.2.2 Content analysis
Chapter Four RESULTS AND ANALYSIS
4.1 Results of the Coding
4.2 Hypothesis Testing
4.3 Discussion of Results
Chapter Five CONCLUSIONS
5.1 Findings
5.2 Limitations
5.3 Suggestions for Further Research
REFERENCES
APPENDIX