英语（商务英语）专业本科生毕业论文.docVIP

Content 中文摘要 iii Abstract in English iv 1 Introduction 1 1.1 Literature review 1 1.2 The structure of the thesis 2 2 Brief Introduction to J 2 2.1 The information about J 2 2.2 The details of the TV advertising of J in 2012 3 2.3 The achievements 5 3 Analysis of the Reasons Why Jumei Gained a Great Success in TV Advertisement 6 3.1. Balance Theory 6 3.1.1 The Definition of the Balance Theory 6 3.1.2 Application 7 3.2 The CEO marketing in the Jumei’s TV advertisement. 8 3.2.1 Information about CEO marketing 8 3.2.2 The struggling experience of the Leo Chen 9 3.3 Advertising slogan 11 3.3.1 Th