马琳所著的《从跨文化视角看后现代广告及其接受》首先评论理论的后现代主义文化的关系，表示，美学，和消费，它奠定了理论框架研究后现代广告。然后，通过综合现有文献研究后现代广告以及讨论后现代阅读经验，这本书讨论的主要结构特征的后现代广告，即，拨款，碎裂，自我反思，与观赏，和性质的接待后现代广告。

LIST OF TABLES

LIST OF ADVERTISEMENTS

CHAPTER I

INTRODUCTION

 Postmodem Advertising and the Globalization Condition

 Trajectory of the Book

 Definitions

CHAPTER II

POSTMODERNISM, REPRESENTATION, CONSUMPTION,AND ADVERTISING

 Postmodernism and the Modern-Postmodern Problematic

 Postmodern Culture, Representation, and Aesthetics

Jean Francois Lyotard

Jean Baudrillard

Frederick Jameson

Scott Lash

Postmodern aesthetics

 Postmodernism and Consumer Culture

Hyperreality

Fragmentation

Reversal of production and consumption

Aestheticization of everyday life

 Postmodernism and Advertising

CHAPTER III

POSTMODERN ADVERTISING AND ITS RECEPTION

 Defining Postmodern Advertising

 Key Features of Postmodern Advertising

Appropriation

Fragmentation

Self-reflexivity

Spectacularity

 Postmodem Reading Experience and Advertising Reception Research

The postmodem reading experience 1--schizophrenic, depthless fascination .--

The postmodem reading experience 2--productive, critical deconstruction

Postmodern advertising reception research

CHAPTER IV

GLOBALIZATION, CULTURE, AND POSTMODERNISM

 Globalization

 Globalization and Culture: Three Paradigms

Homogenization

Differentialism

Postmodernism

CHAPTER V

GLOBALIZATION AND ADVERTISING

 Advertising in the Globalization Age: The Standardization vs. Localization Debate

 Postmodern Advertising and the Global Market

CHAPTER VI

INTERNATIONAL CONSUMERS IN THE

POSTMODERN-GLOBALIZATION CONDITION

 Postmodern Advertising as a Glocal Strategy--The Target International Consumers

Cultural capital

Generation Y in the U.S.

The Post-1980 Generation in China

 Traditional Cultural Differences between the U.S. and China

Individualism/collectivism

High- vs. low-context culture

Independent vs. interdependent self-construal

CHAPTER VII

METHOD

 Data Collection

Projective techniques

Procedure

Stimuli selection

Informants selection

 Data Analysis

CHAPTER VIII

RECEPTION OF POSTMODERN ADVERTISEMENTS BY

INTERNATIONAL CONSUMERS

 Reading Strategies

Interpreting appropriation

Interpreting fragmentation

Interpreting self-reflexivity

Interpreting spectacularity

 Brand Meanings and Connotations

 Concluding Remarks

CHAPTER IX

CONCLUSIONS

 Implications and Contributions

 Limitations and Suggestions for Future Research

BIBLIOGRAPHY

APPENDIX A

 A1. INSTRUCTIONS FOR DIESEL ADVERTISEMENT

 A2. INSTRUCTIONS FOR LEVI'S ADVERTISEMENT -

 A3. INSTRUCTIONS FOR BENETTON ADVERTISEMENT

APPENDIX B

 BACKGROUND QUESTIONNAIRE

APPENDIX C

 INFORMANT DEMOGRAPHICS