文摘
英文文摘
论文说明：List of Tables,List of Figures
声明
ACKNOWLEDGEMENTS
Chapter One INTRODUCTION
1.1 Research Background
1.1.1 Introduction to Coca-Cola Company
1.1.2 Coca-Cola’s Advertisements in China
1.2 The Rationale of the Thesis
1.3 The Purpose and Significance of the Thesis
1.3.1 The Purpose and Research Subjects
1.3.2 The Significance of the Thesis
1.4 The Organization of the Thesis
Chapter Two LITERATURE REVIEW
2.1 Introduction to Advertising
2.1.1 Definition
2.1.2 Functions of Advertising
2.1.3 Foreign Advertising in China
2.2 Introduction to Social Identity Theory
2.2.1 History and Orientation
2.2.2 Core Assumptions and Statements
2.2.3 Scope and Application
2.3 Introduction to Semiotics
2.3.1 Signs
2.3.2 Denotation and Connotation
2.3.3 Codes
2.3.4 Signification
2.4 Literature Review for Previous Researches in This Area
2.4.1 Development of the Discipline of Semiotics
2.4.2 Previous Study on Coca-Cola Advertisements
Chapter Three RESEARCH QUESTION AND METHODOLOGY
3.1 Research Question
3.2 Research Methodology
3.3 Research Subjects and Procedures
3.3.1 Subjects
3.3.2 Sampling Procedure
3.3.3 Data Treatment Methods
Chapter Four SEMIOTICS ANALYSIS OF COCA-COLA ADS SAMPLE
4.1 Introduction
4.2 Semiotic Procedure of 30 Print Ads of Coca-Cola in China from 1979 to 2008
Chapter Five RESEARCH FINDINGS AND RESULTS
5.1 Description of 30 Print Ads
5.2 Review of Research Question
5.3 Data Analysis
5.3.1 Data Analysis of Signifieds and Three Messages in Print Advertisements of Coca-Cola in China from 1979 to 1998
5.3.2 Data Analysis of Signifieds and Three Messages in Print Advertisements of Coca-Cola in China from 1999 to 2008
5.3.3 Summary of the Findings in the Ads of Coca-Cola in China from 1979 to 2008
5.4 Summary of the Research Result
Chapter Six CONCLUSIONS AND LIMITATIONS
6.1 Conclusions of the Thesis
6.2 Limitations of the Present Study
6.3 Suggestions for Further Research
REFERENCES
