| Acknowledgements | 第1-6页 |
| Abstract | 第6-7页 |
| 内容摘要 | 第7-10页 |
| Introduction | 第10-14页 |
| Chapter 1 Basic theories of translation | 第14-20页 |
| ·Theoretical foundation of modern translation | 第14-15页 |
| ·Translation principles and advertising texts | 第15-20页 |
| ·Translation principles | 第15-17页 |
| ·Text types | 第17-18页 |
| ·Vocative texts and advertising | 第18-20页 |
| Chapter 2 Advertising and basic features of advertising witticisms | 第20-34页 |
| ·Advertising | 第21-27页 |
| ·Witticisms in commercial advertising | 第22-26页 |
| ·Witticisms in the headline | 第22-23页 |
| ·Witticisms in the slogan | 第23-24页 |
| ·Witticisms in the text proper | 第24-26页 |
| ·Witticisms in non-commercial advertising | 第26-27页 |
| ·Basic features of Chinese advertising witticisms | 第27-34页 |
| ·Simple and concise | 第27-29页 |
| ·Vivid and attracting | 第29-31页 |
| ·Creative and novel | 第31-32页 |
| ·Clear and definite | 第32-34页 |
| Chapter 3 Restrictions in the C-E translation of advertising witticisms | 第34-43页 |
| ·Restraints from linguistic untranslatability | 第34-38页 |
| ·Puns in witticisms | 第34-36页 |
| ·Palindrome | 第36-38页 |
| ·Restraints from cultural untranslatability | 第38-40页 |
| ·Due to differences in association | 第38-40页 |
| ·Due to differences in values | 第40页 |
| ·Restraints from advertising regulations and laws | 第40-43页 |
| Chapter 4 Approaches to C-E translation of advertising witticisms | 第43-59页 |
| ·Conventional approaches | 第43-46页 |
| ·Literal translation | 第43-44页 |
| ·Free translation | 第44-46页 |
| ·Couplet | 第46页 |
| ·Adaptations | 第46-59页 |
| ·Parody or structure-borrowing | 第48-52页 |
| ·Borrowing from proverbs and idioms | 第48-50页 |
| ·Borrowing from songs and poems | 第50-52页 |
| ·Highlighting | 第52-53页 |
| ·Explanatory translation | 第53-55页 |
| ·Treason | 第55-57页 |
| ·Personalization | 第57-59页 |
| Conclusion | 第59-61页 |
| Bibliography | 第61-63页 |
