《大学英语termpaper模板》由会员分享，可在线阅读，更多相关《大学英语termpaper模板（9页珍藏版）》请在金锄头文库上搜索。
1、课程小论文模板：Study on the Advertising Strategies of Multinational Corporations in China: a Cross-cultural Perspective （论文题目）Student: .Supervisor: Major: .Course: College English 4AbstractAn increasing number of multinational corporations turn their attention to Chinese market by recognizing its substanti
2、al potential for expansion and profit. In order to occupy an advantageous position in the fierce competition, they are adopting Key words: cross-cultural communication, multinationals, advertisement, standardized, localized1 IntroductionEver since the end of the Second World War, great stride has be
3、en taken in world trade over the past 60 years. Thanks to the establishment of some international and regional economic organizations, such as WTO (in 1995), NAFTA (in 1994), EU (in 1992) and APEC (in 1989), economic boundaries between nations gradually faded away. As corporations in different count
4、ries realizing the substantial potential for expansion and profit the international markets provide, they are taking the initiative in participating in the international business and turning their attention to foreign markets with the aim to occupy a favorable place in the fierce competition. Especi
5、ally those in developed countries, where slow population growth, saturated domestic markets, increasing foreign competition inhibit their further development, have already begun to look abroad for new markets and taste the high profit margins on foreign soil, such as BMW, Nestle, Nokia, McDonalds, N
6、ike, Toyota, Coca Cola, Gillette, Samsung, Colgate (Waller, 2002).5 Conclusion5.1 Major findings of the studyWith the emergence of international market, international trade is becoming more and more frequent. International advertising plays an extremely important role in the international business.
7、The standardization versus localization issue has been perplexing the international advertising industry for a long time. To shed light on this dilemma, this thesis deals with international advertising from the perspective of cross-cultural communication.Culture, among other factors, plays an extrem
8、ely important role in international advertising, which is view in this thesis as a process of cross-cultural communication that involves advertising message encoded in one culture being decoded in another culture. When launching an international advertising campaign, companies should first of all co
9、nsider the cultural differences with a prior concern on how advertising message encoded in one culture could converge with the message when decoded in another culture. （这里并不是说你的论文必须有5部分，请视情况而定）Works cited1Brown, D. L. 1923. Export Advertising. New York: Ronald Press.2Caillat, Z., & Muller, B. 1996.
10、Observations: The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising. Journal of Advertising Research, 79-88. 3Cheng, H., & Schweitzer, J. C. 1996. Cultural Values Reflected in Chinese and U.S Television Commercials. Journal of Advertising Researc
11、h. 27-44.4Dahl, S. 2004. Intercultural Researchthe Current State of Knowledge Middlesex University Discussion Series.14 贺雪飞，2007，全球化语境中的跨文化广告传播研究，北京：中国社会科学出版社。15 黄丽敏，2002，欢乐的麦当劳，中国广告，第3期。16 卢泰宏，2002，跨国公司行销中国，贵阳：贵州人民出版社。论文中的引用格式 （APA的引用一律用“夹注”的格式）1.1 间接引用 （citations）A. 如果引用只涉及一个作家的某本专著或文章，而作家的名字在自己的行
12、文中没有出现, 将该作家的姓氏和出版的时间用括弧括起来，放在句子结尾，注意该括弧算作句子的一部分，标点符号应放在括弧之后。例: It has been argued that teachers role is to provide the students with optimal conditions which can facilitate learning so that students can achieve similar results (Bloom, 1976).B. 如果引用所涉及到的作家的名字已经出现在行文中, 只需要在名字后面加上括弧, 填入出版时间即可。例：Gould
13、(1988) attributes Darwins success to his gift for making the appropriate metaphor. C. 如果引用涉及到的作家和著作的出版时间在行文中已出现，那就不再需要单独的夹注了。例：In a 1988 article, Gould explores some of Darwins most effective metaphors.D. 如果引用涉及到的著作是由两位作者合著，则每次引用时都需把两位作者的姓氏注出来，在夹注中用“&”，在行文中则用“and”连接两个作者。例：The disadvantages of the mu
14、ltiple regression analysis is that it cannot show the complex interrelations between independent variable (Bryman & Cramer, 1990). Bryman and Cramer also pointed out thatE. 如涉及到的作者超过两人，少于六人，第一次加夹注时，写出所有作者的姓氏，以后每次引用，只需写出第一作者的姓氏，其后加上“et al”即可。例：Scientists have isolated a gene connected to circadian rh
15、ythms in plants (Millar, Straum, Chory, Chua, & Kay, 1995, p. 1163) . . . . They identified the mutations that activated light-dependent pathways (Millar, et al., 1995, p. 1165)F. 如果引用涉及到的著作由六位以上的作者合著，加注时只需写出第一作者的姓氏，其后加上“et al.”即可。例：Naiman et al. （1978）found a similar relationship, although I this c
16、ase effort on the part of the learners was also associated with instrumental motivation (subsequent citations) (Ellis, 1954: 512).G. 如果涉及到同一作者的不同著作，在括弧中按出版时间分开；如果是同一作者在同一年的不同著作，在出版时间后用小写英文字母区别。例：（Halliday, 1978, 1992）；（Halliday, 1967a, 1967b）1.2 直接引用（quotations）A 如果原著作者的姓氏在自己的行文中没有提到，那你需要把作者的姓氏，出版时间和引文出自
