| Acknowledgements | 第1-5页 |
| 中文摘要 | 第5-6页 |
| Abstract | 第6-10页 |
| Chapter 1 Introduction | 第10-12页 |
| ·Popularity of Advertising | 第10页 |
| ·Significance of the Study | 第10-11页 |
| ·Structure of the Paper | 第11-12页 |
| Chapter 2 Basic Knowledge of Advertising | 第12-19页 |
| ·Definition of Advertising | 第12页 |
| ·Classification of Advertising | 第12-13页 |
| ·Function of Advertising | 第13-14页 |
| ·Structure of English Advertising | 第14-19页 |
| ·Headline | 第14-16页 |
| ·Body copy | 第16-17页 |
| ·Brand | 第17-18页 |
| ·Slogan | 第18-19页 |
| Chapter 3 Linguistic Characteristics of English Advertising | 第19-27页 |
| ·Lexical Characteristics | 第19-21页 |
| ·Coinages and Anagrammatic Spellings | 第19-20页 |
| ·Verbs | 第20-21页 |
| ·Adjectives | 第21页 |
| ·Syntactical Characteristics | 第21-23页 |
| ·Simple Sentence | 第21-22页 |
| ·Interrogative Sentence | 第22页 |
| ·Imperative Sentence | 第22-23页 |
| ·Disjunctive Clause | 第23页 |
| ·Rhetorical Characteristics | 第23-27页 |
| ·Analogy | 第23-24页 |
| ·Personification | 第24页 |
| ·Pun | 第24-25页 |
| ·Repetition | 第25页 |
| ·Rhyming | 第25-26页 |
| ·Parody | 第26-27页 |
| Chapter 4 Differences between Chinese and English Advertising | 第27-36页 |
| ·Linguistic Differences | 第27-30页 |
| ·Cultural Differences | 第30-36页 |
| ·Collectivism Orientation vs. Individual Orientation | 第31-32页 |
| ·Information-dominated vs. Consumer or Emotion-centered | 第32-33页 |
| ·Authorities vs. Facts | 第33-34页 |
| ·Exaggeration vs. Facts | 第34-36页 |
| Chapter 5 Theoretical Basis of Ad Translation | 第36-45页 |
| ·Nida’s Formal Equivalence | 第37-38页 |
| ·Nida’s Dynamic Equivalence | 第38页 |
| ·Nida’s Functional Equivalence | 第38-45页 |
| ·Contribution and Limitation of F-E | 第40-42页 |
| ·Feasibility of Functional Equivalence in Ad Translation | 第42-45页 |
| Chapter 6 Principles and Strategies of Ad Translation under the Guidance of Functional Equivalence | 第45-51页 |
| ·Principles of Ad Translation | 第45-48页 |
| ·Principle of Acceptability | 第45-46页 |
| ·Principle of Faithfulness | 第46-48页 |
| ·Strategies of Ad Translation | 第48-51页 |
| Chapter 7 Application of Functional Equivalence in E-C Advertising Translation | 第51-69页 |
| ·Application of F-E When There Is No Linguistic and Cultural Differences | 第51-53页 |
| ·Application of F-E When There Are Linguistic Differences | 第53-59页 |
| ·Application of F-E When There Are Cultural Differences | 第59-66页 |
| ·Application of F-E When There Are Both Linguistic and Cultural Differences | 第66-69页 |
| Chapter 8 Conclusion | 第69-71页 |
| Chapter 9 Bibliography | 第71-74页 |
