| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-13页 |
| Chapter One An Overview Of Advertising | 第13-39页 |
| ·Literature Review | 第13-14页 |
| ·A Basic View Of Advertising | 第14-23页 |
| ·The Definition of Advenising | 第15-16页 |
| ·The Classification of Advertising | 第16-18页 |
| ·The Functions of Advertising | 第18-20页 |
| ·The Purpose of Advenising | 第20-21页 |
| ·The Structure of Advertising | 第21-23页 |
| ·Basic Properties of Advertising Language | 第23-27页 |
| ·The Grammar Features of Advertising | 第27-33页 |
| ·Lexical Features | 第27-30页 |
| ·The use of adjectives | 第27-28页 |
| ·Monosyllabic verbs or no use of verbs | 第28页 |
| ·Neologisms | 第28-29页 |
| ·The use of colloquial words | 第29页 |
| ·The use of compound words | 第29页 |
| ·The use of weasel words | 第29-30页 |
| ·Syntactic Features | 第30-33页 |
| ·Present Tense | 第30页 |
| ·Active Voice | 第30-31页 |
| ·Imperative Sentences | 第31页 |
| ·Interrogative Sentences | 第31-32页 |
| ·Elliptieal Sentences | 第32页 |
| ·Minor Clauses | 第32-33页 |
| ·Favored use of comparative degree | 第33页 |
| ·Flexible use of conditional and subjunctive senteaces | 第33页 |
| ·Rhetorical Features | 第33-38页 |
| ·On the Phonological Level | 第34页 |
| ·On the Lexical Level | 第34-36页 |
| ·On the Syntactical Level | 第36-38页 |
| ·Summary | 第38-39页 |
| Chapter Two Culture and Cross-Cultural Advertising | 第39-44页 |
| ·Culture | 第39-40页 |
| ·Language and Culture | 第40-41页 |
| ·Cross-Cultural Advertising | 第41-42页 |
| ·Summary | 第42-44页 |
| Chapter Three Theoretical Basis for Advertising Translation | 第44-52页 |
| ·The Definition of Translation | 第44页 |
| ·The Quintessence of Advertising Translation | 第44-45页 |
| ·A Simple Review of Chinese Translation Theories | 第45-46页 |
| ·Translation theories in ancient China | 第45页 |
| ·Translation theories in the modem period | 第45-46页 |
| ·Translation theories in the contemporary period | 第46页 |
| ·Fu Lei and his"Resemblance in Sphit" | 第46页 |
| ·Qian Zhongshu and his"Transmigration theory" | 第46页 |
| ·A simple Review of Western Translation Theories | 第46-51页 |
| ·Eugene A.Nida and his "Functional Equivalence" | 第47页 |
| ·Peter Newmark alld his"Communicative Translation and Semantic Translation" | 第47-48页 |
| ·Lawrence Venuti and his"Domestication and Foreignization" | 第48页 |
| ·Hans J.Vermeer and his"Skopostheorie" | 第48-51页 |
| ·Brief introduction of functionalists and skopostheorie | 第48-50页 |
| ·Cultural viewpoints in Skopostheorie | 第50页 |
| ·On translation and the role of the translator | 第50-51页 |
| ·Summary | 第51页 |
| ·Summary | 第51-52页 |
| Chapter Four Cultural Difierences in Advertising Translation | 第52-66页 |
| ·Nationalism | 第52-53页 |
| ·Outlook of Value | 第53-54页 |
| ·Collectivism vs.Individualism | 第53页 |
| ·Authority vs.Practicality | 第53-54页 |
| ·Monism vs.Pluralism | 第54页 |
| ·Modes of thinking | 第54-55页 |
| ·Imagery vs.Abstract | 第54-55页 |
| ·Implicit vs.Explicit | 第55页 |
| ·Cultural Psychology | 第55-57页 |
| ·On family life and so on | 第55-56页 |
| ·On honorific terms | 第56页 |
| ·Euphemism | 第56页 |
| ·Humorous expressions | 第56-57页 |
| ·Nostalgia vs.novelty | 第57页 |
| ·Language use | 第57-60页 |
| ·End Rhyme vs.Alliteration | 第57-58页 |
| ·Symmetry | 第58-59页 |
| ·Homonymy vs.Neologism | 第59页 |
| ·Frequent use of hyphenation in English word formation | 第59-60页 |
| ·Discourse organization | 第60页 |
| ·Religions beliefs | 第60-61页 |
| ·Conventions and customs | 第61-64页 |
| ·Cuisine customs | 第61页 |
| ·Festival customs | 第61-62页 |
| ·Cultural information gap | 第62-64页 |
| ·Biological terms | 第62-63页 |
| ·Numerical words | 第63页 |
| ·Color words | 第63-64页 |
| ·History | 第64页 |
| ·Regulations in ads | 第64-65页 |
| ·Summary | 第65-66页 |
| Chapter Five Cultural Translatabilitly of Advertising Translation | 第66-71页 |
| ·Analysis on Linguistic Level | 第66-69页 |
| ·On the Phonological Level | 第66-67页 |
| ·On the Lexical Level | 第67页 |
| ·On the Syntactic Level | 第67-68页 |
| ·On the Textual Level | 第68-69页 |
| ·On the Rhetorical Level | 第69页 |
| ·Summary | 第69-71页 |
| Chapter Six Cultural Un-translatability in Advertising Translation | 第71-80页 |
| ·Phenomena of Cultural Un-translatability | 第71-73页 |
| ·On Phonological Level | 第71-72页 |
| ·On Lexical Level | 第72页 |
| ·On Syntactical Level | 第72页 |
| ·On Rhetorical Level | 第72-73页 |
| ·Solutions to Cultural Un-translatability | 第73-79页 |
| ·Adding rhetorical devices | 第73-74页 |
| ·Appropriate adjustment of meaning | 第74页 |
| ·Adding explanation | 第74页 |
| ·Leaving out redundancy | 第74-75页 |
| ·Substitution with a similar expression | 第75-76页 |
| ·Seeking cultural similarity | 第76页 |
| ·Rendering the connotative meaning only | 第76-77页 |
| ·Vesting with aesthetic perception | 第77-78页 |
| ·Complete or partial direct transplanting | 第78页 |
| ·Conversion | 第78-79页 |
| ·Summary | 第79-80页 |
| Conclusion | 第80-82页 |
| Bibliography | 第82-85页 |
