| Abstract | 第1-6页 |
| 摘要 | 第6-7页 |
| List of Figures and Tables | 第7-11页 |
| CHAPTER 1 INTRODUCTION | 第11-16页 |
| ·General Statement | 第11-12页 |
| ·Motivation for the Current Research | 第12-13页 |
| ·Research Questions | 第13页 |
| ·Significance of the Current Research | 第13-14页 |
| ·Data Collection | 第14页 |
| ·Organization of the Thesis | 第14-16页 |
| CHAPTER 2 LITERATURE REVIEW | 第16-42页 |
| ·General Statement | 第16页 |
| ·A Review of the Previous Studies on Advertising Language | 第16-24页 |
| ·Linguistic Analysis of Advertising Language | 第17-20页 |
| ·Geoffrey Leech: Linguistic and Structural Features | 第17-18页 |
| ·Vestergaar and Schroder: The Language of Advertising | 第18-19页 |
| ·Gillian Dyer: Advertising as Communication | 第19页 |
| ·Works by Other Scholars | 第19-20页 |
| ·Pragmatic Analysis of Advertising Language | 第20-22页 |
| ·Tanaka Keico: Relevance Theory and Advertising Language | 第20-21页 |
| ·Other Relevant Pragmatic Theories Applied | 第21-22页 |
| ·Discourse Analysis of Advertisement Language | 第22-24页 |
| ·Guy Cook: Advertising English as a Discourse | 第22-23页 |
| ·Huang Guowen: Advertisement Headline in Analysis | 第23-24页 |
| ·A Review of the Previous Studies on Translation | 第24-40页 |
| ·A Review of the Previous Studies on Translation by Chinese Scholars | 第24-27页 |
| ·A linguistic Approach to Translation Studies | 第27-31页 |
| ·Eugene A. Nida: Formal Equivalence and Dynamic Equivalence | 第27-30页 |
| ·Catford: Translation Shift | 第30-31页 |
| ·A Functional Approach to Translation Studies | 第31-34页 |
| ·A Discourse Analysis Based Approach to Translation Studies | 第34-40页 |
| ·Juliane House: a Model for Translation Quality Assessment | 第35-37页 |
| ·Bell: Translation and Translating | 第37-38页 |
| ·Hatim and Mason: the Three Dimensions of Context | 第38-39页 |
| ·Mona Baker: the Functional Approach of Thematic Structure | 第39-40页 |
| ·Summary | 第40-42页 |
| CHAPTER 3 THEORETICAL FRAMEWORK | 第42-69页 |
| ·General Statement | 第42页 |
| ·Context | 第42-46页 |
| ·Malinowski's Perspective of Context | 第42-43页 |
| ·Firth's View of Context | 第43-44页 |
| ·Halliday's Notion of Context | 第44-45页 |
| ·Martin's Stratified Mode of Context | 第45-46页 |
| ·Context of Culture: Genre | 第46页 |
| ·Context of Situation: Register | 第46-51页 |
| ·Field | 第47-48页 |
| ·Tenor | 第48-50页 |
| ·Mode | 第50页 |
| ·Register Analysis in Translation | 第50-51页 |
| ·Language Metafunctions | 第51-65页 |
| ·Ideational Metafunction | 第52页 |
| ·Interpersonal Metafunction | 第52-65页 |
| ·Speech Roles | 第53-54页 |
| ·Mood | 第54-57页 |
| ·Initiating and Responding | 第57-59页 |
| ·Speech Function and Mood | 第59-65页 |
| ·The Criterion for Translation Evaluation | 第65-67页 |
| ·Literal Translation and Free Translation | 第65-66页 |
| ·Contextual Equivalence | 第66-67页 |
| ·Summary | 第67-69页 |
| CHAPTER 4 PRACTICAL ANALYSIS | 第69-103页 |
| ·General Statement | 第69页 |
| ·Classification of Advertisement Headlines from the Perspective of Speech Function and Mood | 第69-74页 |
| ·Translating Advertisement Headline: an Assumption and Three Hypotheses | 第74-76页 |
| ·Practical Analysis and Translation | 第76-101页 |
| ·Advertisement Headline in Statement Manner | 第76-84页 |
| ·Advertisement Headline in Question Manner | 第84-89页 |
| ·Advertisement Headline in Offer Manner | 第89-94页 |
| ·Advertisement Headline in Command Manner | 第94-101页 |
| ·Summary | 第101-103页 |
| CHAPTER 5 CONCLUSION | 第103-107页 |
| ·Major Findings of the Research | 第103-104页 |
| ·Reflections on the Findings | 第104-105页 |
| ·Limitations of the Current Research | 第105-107页 |
| Bibliography | 第107-111页 |
| Appendix | 第111-114页 |
| Publication | 第114-115页 |
| Acknowledgement | 第115页 |
