| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 中文摘要 | 第7-8页 |
| Contents | 第8-10页 |
| Chapter 1 Introduction | 第10-13页 |
| ·Background of the Study | 第10-11页 |
| ·Motivation of the Thesis | 第11-12页 |
| ·Significance of the Thesis | 第12-13页 |
| Chapter 2 An Overview of Advertising Slogan | 第13-28页 |
| ·Advertising Slogan | 第13-24页 |
| ·Definition of Advertising Slogan | 第13-14页 |
| ·Functions of Advertising Slogan | 第14-15页 |
| ·Features of Advertising Slogan | 第15-24页 |
| ·Lexical Features | 第15-17页 |
| ·Syntactic Features | 第17-20页 |
| ·Rhetorical Features | 第20-24页 |
| ·Literature Review | 第24-27页 |
| ·Semiotic Approaches | 第25-26页 |
| ·Barthes' Rhetoric of the Image | 第25页 |
| ·Williamson's Referent-System Theory | 第25-26页 |
| ·Linguistic Approaches | 第26-27页 |
| ·Vestergaard and Schroder's Semantic Process | 第26-27页 |
| ·Summary | 第27-28页 |
| Chapter 3 An Overview of Descriptive Translation Studies | 第28-39页 |
| ·An Overview of DTS | 第28-29页 |
| ·The Rationale of DTS | 第29-36页 |
| ·Defining Translation | 第29-30页 |
| ·Toury and Descriptive Translation Studies | 第30-32页 |
| ·Norms of Translation Behavior | 第32-35页 |
| ·Discussion of Toury's Work | 第35-36页 |
| ·Feasibility of Applying DTS to Advertising Slogan Translation | 第36-38页 |
| ·Summary | 第38-39页 |
| Chapter 4 Translations Based on Descriptive Translation Studies | 第39-54页 |
| ·Preliminary Norms and the Selection of Source Advertising Slogans | 第39-42页 |
| ·Preliminary norm in the translation of advertising slogans | 第39-40页 |
| ·The Translator's Selection | 第40-42页 |
| ·The Scale of the Translator's Selection | 第40-41页 |
| ·Factor's influencing the translator's selection of Slogans | 第41-42页 |
| ·Operational Norms and Translation Strategies of Advertising Slogans | 第42-52页 |
| ·Translation Based on the Target Language | 第43-47页 |
| ·On Lexical Level | 第43-44页 |
| ·On Syntactical Level | 第44-45页 |
| ·On Rhetoric Level | 第45-47页 |
| ·Translation Based on the Target Culture | 第47-52页 |
| ·Cultural Difference between China and the West | 第48-49页 |
| ·Translation Based on the Target Values | 第49-50页 |
| ·Translation Based on the Target Needs | 第50-51页 |
| ·Translation Based on the Target Philosophy | 第51-52页 |
| ·Summary | 第52-54页 |
| Chapter 5 Conclusion | 第54-56页 |
| Bibliography | 第56-58页 |
