Tables，Charts and Pictures
Tables
Table 2-1 Chinese-style cultural symbols and western-style cultural symbols and their operational definitions in Chinese print advertisements……………………（53）
Table 2-2 Cultural values and its operational definition in Chinese print advertisements……………………（54）
Table 2-3 Product classification……………………（57）
Table 2-4 Information Coding table of advertisement in Xinmin Evening News……………………（58）
Table 2-5 Information Coding table of advertisement in Shizhuang Magazine……………………（60）
Table 3-1 The correlation test between product category and advertising development stages……………………（65）
Table 3-2 Product categories of advertising goods and its distribution comparison in Xinmin Evening News from 1982 to 2008……………………（66）
Table 3-3 The correlation test between cultural symbols in furniture and electric appliances advertisements in Xinmin Evening News and advertising development stages……………………（71）
Table 3-4 Cultural symbols in furniture and electric appliances advertisements in Xinmin Evening News and the comparison of their distribution from 1982 to 2008……………………（71）
Table 3-5 The correlation test between cultural values in furniture and electric appliances advertisements in Xinmin Evening News and advertising development stages……………………（72）
Table 3-6 Cultural values in furniture and electric appliances advertisements in Xinmin Evening News and the comparison of their distribution from 1982 to 2008……………………（73）
Table 3-7 Chinese traditional cultural values and Western cultural values in furniture and electric appliances advertisements in Xinmin Evening News and the comparison of their distribution from 1982 to 2008……………………（76）
Table 3-8 The distribution of practical cultural values and symbolic cultural values in furniture and electric appliances advertisements in Xinmin Evening News from 1982 to 2008……………………（77）
Table 3-9 The correlation test between cultural symbols in the sample advertisement in Xinmin Evening News and advertising development stages……………………（78）
Table 3-10 Cultural symbols in sample advertisements of Xinmin Evening News and the comparison of their distribution from 1982 to 2008……………………（79）
Table 3-11 The correlation test between cultural values in the sample advertisement in Xinmin Evening News and advertising development stages……………………（81）
Table 3-12 Cultural values in sample advertisements of Xinmin Evening News and the comparison of their distribution from 1982 to 2008……………………（81）
Table 3-13 Common cultural values in sample advertisements of Xinmin Evening News in different periods from 1982 to 2008……………………（87）
Table 3-14 The distribution of Chinese traditional cultural values and Western cultural values in advertisements of Xinmin Evening News from 1982 to 2008……………………（88）
Table 3-15 The distribution of practical cultural values and symbolic cultural values in advertisements of Xinmin Evening News from 1982 to 2008……………………（90）
Table 3-16 The correlation test between cultural symbols in the sample advertisement in Shizhuang Magazine and advertising development stages……………………（92）
Table 3-17 Cultural symbols in advertisements of Shizhuang Magazine and the comparison of their distribution from 1980 to 2008……………………（93）
Table 3-18 The correlation test between cultural values in the sample advertisement in Shizhuang Magazine and advertising development stages……………………（94）
Table 3-19 Cultural values in sample advertisements of Shizhuang Magazine and the comparison of their distribution from 1980 to 2008……………………（95）
Table 3-20 Common cultural values in sample advertisements of Shizhuang Magazine in different periods from 1982 to 2008……………………（99）
Table 3-21 The distribution of Chinese traditional cultural values and Western cultural values in advertisements of Shizhuang Magazine from 1980 to 2008……………………（100）
Table 3-22 The distribution of practical cultural values and symbolic cultural values in advertisements of Shizhuang Magazine from 1980 to 2008……………………（102）
Table 4-1 The structure of per capita consumption expenditure of urban residents（per capita consumption expenditure=100）……………………（107）
Charts and Pictures
Picture 1-1 The tenth new spring parade in Chinatown，New York，USA，on the 6th page of People’s Daily on February 4，2009……………………（4）
Picture 2-1 Advertisements of the main products of Tianjin toothpaste factory published on the 3rd page of Tianjin Daily on January 4，1979……………………（43）
Picture 2-2 Advertisement published on the A1st & A8th page of Xinmin Evening News on March 20，2008……………………（48）
Picture 2-3 Advertisement on the cover of Shizhuang Magazine in August 2008……………………（49）
Picture 2-4 Advertisement on the back of Shizhuang Magazine in August 2008……………………（50）
Chart 3-1 The distribution and changes of Chinese-style cultural symbols and western-style cultural symbols in advertisements of Xinmin Evening News from 1982 to 2008……………………（79）
Chart 3-2 The comparison of Chinese traditional cultural values and Western cultural values in advertisements of Xinmin Evening News from 1982 to 2008……………………（88）
Chart 3-3 The comparison of practical cultural values and symbolic cultural values in advertisements of Xinmin Evening News from 1982 to 2008……………………（90）
Chart 3-4 The comparison of Chinese-style cultural symbols and western-style cultural symbols in advertisements of Shizhuang Magazine from 1980 to 2008……………………（92）
Chart 3-5 The comparison of Chinese traditional cultural values and Western cultural values in advertisements of Shizhuang Magazine from 1980 to 2008……………………（101）
Chart 3-6 The comparison of practical cultural values and symbolic cultural values in advertisements of Shizhuang Magazine from 1980 to 2008……………………（102）
Picture 4-1 The advertisement of mechanical equipment published on the 3rd page of Xinmin Evening News on April 7，1984……………………（109）
Chart 4-2 A bar chart of the share change in producer goods advertisement of Xinmin Evening News from 1982 to 2008……………………（112）
Chart 4-3 A bar chart of the share change in daily necessities advertisement of Xinmin Evening News from 1982 to 2008……………………（113）
Chart 4-4 A bar chart of the share change in clothes & accessories advertisement of Xinmin Evening News from 1982 to 2008……………………（114）
Chart 4-5 A bar chart of the share change in food and beverage advertisement of Xinmin Evening News from 1982 to 2008……………………（114）
Chart 4-6 A bar chart of the share change in furniture and electrical appliances advertisement of Xinmin Evening News from 1982 to 2008……………………（114）
Chart 4-7 A bar chart of the share change in transportation advertisement of Xinmin Evening News from 1982 to 2008……………………（115）
Chart 4-8 A bar chart of the share change in real estate advertisement of Xinmin Evening News from 1982 to 2008……………………（115）
Chart 4-9 A bar chart of the share change in service products advertisement of Xinmin Evening News from 1982 to 2008……………………（117）
Chart 5-1 The percentage of advertisements appealing for“quality”in Xinmin Evening News in different periods from 1982 to 2008……………………（121）
Chart 5-2 The percentage of advertisements appealing for“quality”in Shizhuang Magazine in different periods from 1980 to 2008……………………（121）
Picture 5-3 The advertisement of“Sanxing”thin core moving pencils published on the 3rd page of Xinmin Evening News on November 12，1983……………………（122）
Chart 5-4 The percentage of advertisements appealing for“economy”in Xinmin Evening News in different periods from 1982 to 2008……………………（124）
Chart 5-5 The percentage of advertisements appealing for“Characteristics”in Xinmin Evening News in different periods from 1982 to 2008……………………（126）
Chart 5-6 The percentage of advertisements appealing for“effects”in Xinmin Evening News in different periods from 1982 to 2008……………………（127）
Chart 5-7 The percentage of advertisements appealing for“effects”in Shizhuang Magazine in different periods from 1980 to 2008……………………（127）
Picture 5-8 Dior cosmetics advertisements published on the back of Shizhuang Magazine in June of 2008……………………（128）
Chart 5-9 The percentage of advertisements appealing for“social position”in Xinmin Evening News in different periods from 1982 to 2008……………………（129）
Picture 5-10 The real estate advertisement published on the 39th page of Xinmin Evening News on July 4，2002……………………（131）
Chart 5-11 The percentage of advertisements appealing for“emotion”in Xinmin Evening News in different periods from 1982 to 2008……………………（132）
Picture 5-12 The jewellery advertisement published on the 24th page of Xinmin Evening News on September 15，1995……………………（133）
Chart 5-13 The percentage of advertisements appealing for“beauty”in Shizhuang Magazine in different periods from 1980 to 2008……………………（135）
Chart 6-1 The percentage of advertisements appealing for“tradition”in Xinmin Evening News in different periods from 1982 to 2008……………………（145）
Chart 6-2 The percentage of advertisements appealing for“tradition”in Shizhuang Magazine in different periods from 1980 to 2008……………………（145）
Chart 6-3 The percentage of advertisements appealing for“harmony between the Nature and man”in Xinmin Evening News in different periods from 1982 to 2008……………………（147）
Picture 6-4 The real estate advertisement published on the 9th page of Xinmin Evening News on May 25，2001……………………（150）
Chart 6-5 The percentage of advertisements appealing for“competition”in Xinmin Evening News in different periods from 1982 to 2008……………………（152）
Chart 6-6 The percentage of advertisements appealing for“sense of modernity”in Shizhuang Magazine in different periods from 1980 to 2008……………………（154）
Picture 6-7 Louis Vuitton advertisements published on the cover，inside front cover and title page of Shizhuang Magazine in August of 2008……………………（156）
Picture 6-8 Dior advertisements published on the 17th page of Shizhuang Magazine in October of 2004……………………（158）
Chart 6-9 The comparison of Chinese cultural elements and Western cultural elements in advertisements of Xinmin Evening News from 1982 to 2008……………………（160）
Picture 6-10 The real estate advertisement published on the 29th page of Xinmin Evening News on July 4，2002……………………（162）
Chart 6-11 The comparison of Chinese cultural elements and Western cultural elements in advertisements of Shizhuang Magazine from 1980 to 2008……………………（164）
Picture 6-12 Oil painting“the street market”by Situ Jin……………………（167）
Picture 6-13 The real estate advertisement published on the 7th page of Xinmin Evening News on September 21，2000……………………（168）
Picture 6-14 Hot sale of Christmas ornaments in the Xuanwu market in Xuzhou，published on Xuzhou net-Xuzhou daily on December 11，2007……………………（170）
Picture 6-15 The promotion of a training class published on the B24th page of Xinmin Evening News on December 21，2008……………………（171）
Picture 7-1 The real estate advertisement published on the A9th page of Xinmin Evening News on December 14，2005……………………（176）