广告是一个社会经济和文化发展的标杆。曾立人编著的《全球化与文化移植——中美广告对比研究视角下的中国文化变迁》从杂志平面广告的视觉文化表征入手，研究全球化对中国文化产生的影响。通过问卷调查，选择了1979—1998年间国内最有影响力的18种杂志，对通过随机抽样选出的262期杂志里的3916幅广告进行了卖点和视觉表征分析。

广告是一个社会经济和文化发展的标杆。《全球化与文化移植——中美广告对比研究视角下的中国文化变迁》从杂志平面广告的视觉文化表征入手，研究全球化对中国文化产生的影响。《全球化与文化移植——中美广告对比研究视角下的中国文化变迁》作者曾立人通过问卷调查，选择了1979—1998年间国内最有影响力的18种杂志，对通过随机抽样选出的262期杂志里的3916幅广告进行了卖点和视觉表征分析。通过与同期美国最有影响的三种杂志随机抽样的1821则同类广告在女性描绘、权力距离、集体／个体取向等方面数据的对比，发现在改革开放后的20年间，全球化仅造成了部分文化移植：在广告的技术制作、专业标准和部分卖点上，中国的广告不断向美国广告靠拢，但是在广告的深层次文化理念和文化表征上没有显著变化。作者在此基础上还提出了中西方文化不同的信息传播模型。

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