| 摘要 | 第6-7页 |
| ABSTRACT | 第7-8页 |
| CHAPTER ONE INTRODUCTION | 第9-15页 |
| 1.1 Research Background | 第9-10页 |
| 1.2 Purpose and Significance of the Research | 第10-11页 |
| 1.3 Research Questions | 第11页 |
| 1.4 Research Methodology | 第11-12页 |
| 1.5 Structure of This Thesis | 第12-15页 |
| CHAPTER TWO LITERATURE REVIEW | 第15-25页 |
| 2.1 Definition of Advertisement in General | 第15-16页 |
| 2.2 Definition of Online Advertisement | 第16-17页 |
| 2.3 Previous Research on Advertising Language and Translation Abroad | 第17-19页 |
| 2.4 Previous Research on Advertisement Translation in China | 第19-23页 |
| 2.4.1 Research in General | 第19-20页 |
| 2.4.2 Research in Different Theoretical Perspectives | 第20-23页 |
| 2.5 Differences Between Online Advertising and Offline Advertising | 第23-24页 |
| 2.6 Summary | 第24-25页 |
| CHAPTER THREE ADAPTATION AND SELECTION IN ECO-TRANSLATOLOGY | 第25-35页 |
| 3.1 Definition of Eco-Translatology | 第25页 |
| 3.2 Ecological Thoughts in China and in the World | 第25-26页 |
| 3.3 Ecology-Orientated Translation Studies | 第26-27页 |
| 3.4 Hu's Viewpoint of Translation as Adaptation and Selection | 第27-28页 |
| 3.5 The Philosophical Basis 20 | 第28-30页 |
| 3.6 The Translator's Instinctive Adaptation and Selection 22 | 第30-31页 |
| 3.7 Principles and Techniques of Translation | 第31-33页 |
| 3.8 Significance of "Adaptation and Selection" Theory in Online Advertisement Translation | 第33-35页 |
| CHAPTER FOUR THE APPLICATION OF ECO-TRANSLATOLOGY TO ONLINE ADVERTISEMENT TRANSLATION | 第35-53页 |
| 4.1 The Translator's Adaptation to the Translational Eco-Environment of Online Advertisements | 第35-37页 |
| 4.1.1 Adaptation to the Eco-Environment of Language | 第35-36页 |
| 4.1.2 Adaptation to the Eco-Environment of Culture | 第36-37页 |
| 4.1.3 Adaptation to the Eco-Environment of Communication | 第37页 |
| 4.2 The Translator's Adaptive Selection in Translating Online Advertisement | 第37-52页 |
| 4.2.1 Selection of Target Readers | 第38-40页 |
| 4.2.2 Selection of Translation Strategies from Different Transformational Dimensions | 第40-52页 |
| 4.3 Summary | 第52-53页 |
| CHAPTER FIVE CONCLUSION | 第53-55页 |
| 5.1 Major Findings | 第53-54页 |
| 5.2 Limitations of the Study | 第54页 |
| 5.3 Suggestions for Further Study | 第54-55页 |
| REFERENCES | 第55-59页 |
| Acknowledgements | 第59页 |
