Globalization and cultural transfer:cultural change in China as seen in comparative Sino-US adverting research

1  Introduction
  1.1  Goals of the Book
  1.2  Theoretical Reasons for Country and Time Period Selection
    1.2.1  Pragmatic and Personal Reasons
    1.2.2  Selection of Time Period
  1.3  Problem Statement
2  Literature Review
  2.1  Theories of Globalization
    2.1.1  The Modernization Perspective
    2.1-2  The Dependency Perspective
    2.1.3  The World-system Perspective
    2.1.4  Globalization
    2.1.5  Cultural Dependency and Cultural-media Imperialism
  2.2  Theories of Intercultural Communication
    2.2.1  Culture Defined
    2.2.2  Hofstede's Four Dimensions
    2.2.3  Time Perception
    2.2.4  Hall's Context Framework
    2.2.5  Yum's In- and Out-Group Differentiation
    2.2.6  Bernstein's "Elaborated" and "Restricted" Codes
  2.3  Culture and Advertising
    2.3.1  The Critics of Advertising
    2.3.2  The Advocates of Advertising
    2.3.3  An Interactive Model of Advertising, Society and Culture
  2.4  Methods for Analyzing Advertisements
    2.4.1  Content Analysis as a Research Method
    2.4.2  Semiotics as a Research Method
    2.4.3  The Semiotic System of Advertisements
    2.4.4  Dyer's Three-level Advertisement Analysis Framework
    2.4.5  Leiss et al.'s Basic Advertising Format Framework
    2.4.6  Interactive Meaning Framework
3  Hypotheses and Significance of the Study
  3.1  Format Analysis Hypotheses
  3.2  Socio-cultural and Ideological Analysis Hypotheses
    3.2.1  Cultural Appeals
    3.2.2  Ideological Analysis
  3.3  Hypothesis on the Impact of Globalization
  3.4  Methodological Contribution
  3.5  Contributions to Theory-building in Different Areas
4  Research Methodology
  4.1  General Design
  4.2  Magazine Selection
  4.3  Sampling Scheme
  4.4  Data Collection
  4.5  Measurement Instrument and Coding Procedures
  4.6  Reliability Tests
5  Results
  5.1  Format Analysis
    5.1.1  Number of Ads in Each Magazine Issue
    5.1.2  Layout Size of Each Ad
    5.1.3  Pictorial/Text Ad Ratio
    5.1.4  Basic Advertising Format
  5.2  Cultural Appeals
  5.3  Ideological Analysis
    5.3.1  Depiction of Women
    5.3.2  Minority Depiction
    5.3.3  Contact
    5.3.4  Social Distance
    5.3.5 Attitude
    5.3.6  Modality
6  Conclusions and Discussions
  6.1  Format Analysis and Implications
  6.2  Cultural Analysis Results and Implications
  6.3  Ideological Analysis Results and Implications
    6.3.1  Depiction of Women
    6.3.2  Depiction of Minorities and Westerners
  6.4  Implications on Transfer of Media Professionalism and Globalization
  6.5  Limitations of the Study and Suggestions for Future Research
  6.6  Communication, Culture and Society: A New Model
    6.6.1  Two Basic Modes of Intercultural Communication
    6.6.2  A Bimodal Model of Intercultural Communication
Appendix A: Magazine Titles and Frequencies Nominated by Interviewees
Appendix B: Matrix of Nominated Magazines and Categories
Appendix C: List of Magazines Sampled:
Appendix D: Advertisement Survey Statistics Recording Sheet
Appendix E: Shooting Instructions
Appendix F: Photographing Record Sheet
Appendix G: Coding Book
Appendix H: Examples of Chinese Ads in Each Category
References