| Introduction | 第1-15页 |
| Chapter One A General Study of Advertising | 第15-33页 |
| ·Dimensions of Advertising | 第15-22页 |
| ·The Definition of Advertising | 第15-17页 |
| ·The Functions of Advertising | 第17-19页 |
| ·The Objectives of Advertising | 第19-20页 |
| ·The Structure of Advertising | 第20-22页 |
| ·Distinctive Features of Advertising Language | 第22-27页 |
| ·Cross-Cultural Advertising | 第27-31页 |
| ·Culture | 第27页 |
| ·Language and Culture | 第27-28页 |
| ·Cross-Cultural Advertising | 第28-31页 |
| ·Summary | 第31-33页 |
| Chapter Two A Survey of Pragmatic Translation as an Approach to Equivalent Effect | 第33-47页 |
| ·Equivalent Effect in Translation | 第33-41页 |
| ·Functions of Language | 第33-34页 |
| ·Equivalent Effect in Translation | 第34-41页 |
| ·An Overview of Equivalent Effect | 第34-36页 |
| ·Possibility of Achieving Equivalent Effect | 第36-37页 |
| ·Requirements for Equivalent Effect | 第37-39页 |
| ·Relativity of Equivalent Effect | 第39-41页 |
| ·Pragmatic Translation--An Approach to Equivalent Effect | 第41-46页 |
| ·A Brief Introduction of Pragmatics | 第42-43页 |
| ·Pragmatic Translation | 第43-46页 |
| ·Pragmalinguistic Equivalent Translation | 第44-45页 |
| ·Sociopragrnatic Equivalent Translation | 第45-46页 |
| ·Summary | 第46-47页 |
| Chapter Three Pragmatic Translation of Advertising | 第47-60页 |
| ·Pragmalinguistic Equivalent Translation of Advertising | 第47-52页 |
| ·To Identify the Implicit Pragmatic Force | 第47-50页 |
| ·To Choose Appropriate Language Forms to Convey the Pragmatic Force | 第50-52页 |
| ·Sociopragrnatic Equivalent Translation of Advertising | 第52-59页 |
| ·In the Situation of the Two Cultures Being Similar | 第53-55页 |
| ·In the Situation of the Two Cultures Being Different | 第55-59页 |
| ·Summary | 第59-60页 |
| Chapter Four The Pragmatic Failure in Advertising Translation | 第60-84页 |
| ·Pragmatic Failure | 第60-64页 |
| ·Pragmalinguistic Failure | 第61-62页 |
| ·Sociopragmatic Failure | 第62-64页 |
| ·The Pragmatic Failure in Advertising Translation | 第64-82页 |
| ·The Pragmalinguistic Failure in Advertising Translation | 第64-70页 |
| ·Transference of the Denotations of the Source Language | 第64-68页 |
| ·Over-Generalization of the Syntactic Rules of the Source Language | 第68-70页 |
| ·The Sociopragmatic Failure in Advertising Translation | 第70-82页 |
| ·Summary | 第82-84页 |
| Conclusion | 第84-86页 |
| Bibliography | 第86-88页 |
