| Introduction | 第1-13页 |
| Chapter One Functionalist Approach to Translation | 第13-29页 |
| ·Background of the Theory | 第14-21页 |
| ·Inadequacy of Translational Approaches | 第14-17页 |
| ·Landmarks of 'German School' of Functionalist Translation Theory | 第17-21页 |
| ·Core Concepts of Functionalist Theory | 第21-26页 |
| ·Participants of Translation Process | 第21-24页 |
| ·Translation Principles | 第24-26页 |
| ·Enlightenment of the Theory on Advertising Translation | 第26-29页 |
| ·The Active and Crucial Participation of the Translator in Translation | 第26页 |
| ·The Insight into the Idea of Dethronement of the Source-text | 第26-27页 |
| ·The Emphasis on the Role of Target Receiver | 第27-29页 |
| Chapter Two Characteristics of Advertisement | 第29-38页 |
| ·General Description of advertising | 第29-33页 |
| ·Definition of Advertising | 第30-32页 |
| ·Types of Advertisement | 第32-33页 |
| ·Components of Advertisement | 第33-36页 |
| ·Headline | 第33页 |
| ·Body Copy | 第33-34页 |
| ·Slogan | 第34-35页 |
| ·Brand Name | 第35页 |
| ·Illustration | 第35-36页 |
| ·Purpose & Functions of Advertising | 第36-38页 |
| Chapter Three Basic Strategy of Advertising translation | 第38-86页 |
| ·Basic Strategy of Advertising Translation | 第38-50页 |
| ·Understanding of Advertising Translation | 第38-41页 |
| ·Cultural Barrier to International Advertising and Ad Translation | 第41-43页 |
| ·Theoretical Analysis | 第43-50页 |
| ·Target Language Orientation and Re-creation | 第50-72页 |
| ·Target Language Orientation and Re-creation on Lexical Level | 第51-57页 |
| ·Target Language Orientation and Re-creation on Syntactic Level | 第57-63页 |
| ·Target language Orientation and Re-creation on Rhetorical Level | 第63-72页 |
| ·Target Culture Orientation and Re-creation | 第72-86页 |
| ·Monism versus Pluralism or Dualism | 第75-77页 |
| ·Collectivism versus Individualism | 第77-81页 |
| ·Past Orientation versus Future Orientation | 第81-83页 |
| ·Target Culture Orientation | 第83-86页 |
| Chapter Four Application in Advertisement Translation | 第86-101页 |
| ·The Translation of Brand names | 第86-91页 |
| ·The Translation of Slogans | 第91-94页 |
| ·The Translation of Advertising Texts | 第94-98页 |
| ·Culture Blending and Transplanting | 第98-101页 |
| Chapter Five Conclusion | 第101-103页 |
| ACKNOWLEDGEMENTS | 第103-104页 |
| Bibliography | 第104-106页 |
