| 摘要 | 第1-7页 |
| ABSTRACT | 第7-13页 |
| Chapter One Introduction | 第13-16页 |
| ·Significance of the Research | 第13页 |
| ·Content and Purpose of This Research | 第13-15页 |
| ·Language Data to Be Used and Research Method | 第15-16页 |
| Chapter Two Literature Review | 第16-20页 |
| ·Studies on Advertisement Translation in China | 第16-18页 |
| ·Previous Study on Advertisement Translation | 第16-17页 |
| ·Present Situation of Study on Advertisement Translation | 第17-18页 |
| ·Study on Advertisement Translation Abroad | 第18-19页 |
| ·Summary | 第19-20页 |
| Chapter Three Functional Equivalence Translation Theory | 第20-27页 |
| ·Influences of Nida’s Theory in China | 第20-21页 |
| ·The Functional Equivalence | 第21-24页 |
| ·Definition of Functional Equivalence | 第21-22页 |
| ·Main Points of Functional Equivalence | 第22-23页 |
| ·Features of Functional Equivalence | 第23-24页 |
| ·Feasibility of Applying Functional Equivalence Theory to E-C and C-E Advertisement Translation | 第24-26页 |
| ·Summary | 第26-27页 |
| Chapter Four Analysis of E-C and C-E Advertising Language from the Perspective of Nida’s Functional Equivalence Theory | 第27-44页 |
| ·A Brief Introduction to Advertisement | 第27-29页 |
| ·Functions of Advertisement | 第29-32页 |
| ·Informative Function | 第29-30页 |
| ·Vocative Function | 第30页 |
| ·Persuasive Function | 第30-31页 |
| ·Economic and Social Function | 第31-32页 |
| ·Features of the Advertising Language | 第32-43页 |
| ·Lexical Features of Advertisement | 第32-36页 |
| ·Oral Words | 第32-33页 |
| ·Coinage | 第33-34页 |
| ·Borrowed Words | 第34页 |
| ·Compound Words and Abbreviations | 第34-35页 |
| ·Verbs | 第35页 |
| ·Adjectives | 第35-36页 |
| ·Syntactic Features | 第36-38页 |
| ·Frequent Use of Simple Sentences | 第36-37页 |
| ·Frequent Use of Imperative and Interrogative Sentences | 第37页 |
| ·Frequent Use of Elliptical Sentences | 第37-38页 |
| ·Rhetoric Features | 第38-43页 |
| ·Use of Metaphor | 第38-39页 |
| ·Use of Simile | 第39页 |
| ·Use of Personification | 第39-40页 |
| ·Use of Parallelisms | 第40-41页 |
| ·Use of Pun | 第41页 |
| ·Use of Rhyming | 第41-43页 |
| ·Summary | 第43-44页 |
| Chapter Five Study on Application of Functional Equivalence Translation Theory to E-C and C-E Advertisement Translation | 第44-58页 |
| ·Semantic Equivalence of E-C and C-E Advertisement Translation | 第45-46页 |
| ·Real Understanding of E-C and C-E Advertisement Text | 第45-46页 |
| ·Avoiding the Ambiguity and Reader’s Misunderstanding | 第46页 |
| ·Pragmatic Equivalence in E-C and C-E Advertising Translation | 第46-51页 |
| ·Showing Great Respect to a Nation’s Psychology | 第48-49页 |
| ·Attention to Expressing Way of the Target Language | 第49-50页 |
| ·Appropriate Use of Language to Convey Information of Original Advertising | 第50-51页 |
| ·Keeping AIDA of the Original in Translated Version | 第51页 |
| ·Cultural Equivalence in the E-C and C-E Advertising Translation | 第51-56页 |
| ·Concept of Culture | 第51-52页 |
| ·Problems in the Aspect of Culture | 第52-55页 |
| ·Problems in the Aspect of the Language | 第55-56页 |
| ·Summary | 第56-58页 |
| Chapter Six Translation Strategies in E-C and C-E Advertisement in the Light of Nida’s Functional Equivalence Translation Theory | 第58-70页 |
| ·Translation Strategies in E-C and C-E Advertising Translation | 第59-68页 |
| ·Direct Transfer | 第59-62页 |
| ·Literal Translation | 第59-60页 |
| ·Transliteration | 第60-61页 |
| ·Zero Translation | 第61-62页 |
| ·Free Translation | 第62-63页 |
| ·Supplementary Translation | 第63-64页 |
| ·Abridgement Translation | 第64-65页 |
| ·Creative Translation | 第65-67页 |
| ·Structure-borrowing Translation | 第67-68页 |
| ·Summary | 第68-70页 |
| Chapter Seven Conclusion | 第70-73页 |
| References | 第73-76页 |
| Appendix | 第76-77页 |
| Acknowledgement | 第77-78页 |
| Introduction to Author | 第78页 |
