| CHAPTER 1 INTRODUCTION | 第10-20页 |
| 1.1 ENLIGHTENMENT | 第10-11页 |
| 1.2 LITERATURE REVIEW | 第11-13页 |
| 1.3 EXPLAINING ADVERTISINGS | 第13-15页 |
| 1.3.1 Definition | 第13-14页 |
| 1.3.2 Structure of Advertising Texts and Translation | 第14-15页 |
| 1.4 THEORETICAL FOUNDATION: AN INTEGRATED APPROACH | 第15-19页 |
| 1.4.1 Definition of an Integrated Approach | 第16页 |
| 1.4.2 Gestalt | 第16-17页 |
| 1.4.3 Application | 第17-19页 |
| 1.5 SUMMARY | 第19-20页 |
| CHAPTER 2 TEXT ANALYSIS AND ADVERTISING TRANSLATION | 第20-45页 |
| 2.1 TEXT ANALYSIS AND ADVERTISING TRANSLATION | 第20-23页 |
| 2.1.1 Advertising Translation as a Cross-cultural Event | 第21-22页 |
| 2.1.2 Target Culture Orientation | 第22-23页 |
| 2.2 STYLISTIC FEATURES OF ENGLISH ADVERTISING TEXTS | 第23-36页 |
| 2.2.1 Lexis | 第23-26页 |
| 2.2.2 Syntax | 第26-29页 |
| 2.2.3 Rhetoric | 第29-36页 |
| 2.3 STYLISTIC FEATURES OF CHINESE ADVERTISING TEXTS | 第36-40页 |
| 2.3.1 Lexis | 第37-39页 |
| 2.3.2 Syntax | 第39页 |
| 2.3.3 Rhetoric | 第39-40页 |
| 2.4 CASE STUDY OF TEXT ANALYSIS | 第40-43页 |
| 2.5 SUMMARY | 第43-45页 |
| CHAPTER 3 ADVERTISING TRANSLATION STRATEGIES AT MACRO LEVEL | 第45-67页 |
| 3.1 AESTHETICS OF RECEPTION AND ADVERTISING TRANSLATION | 第46-50页 |
| 3.2 AESTHETICS AND ADVERTISING TRANSLATION | 第50-55页 |
| 3.3 CONSUMER BEHAVIOR AND ADVERTISING TRANSLATION | 第55-66页 |
| 3.3.1 The Features of Children and Advertising Translation | 第55-56页 |
| 3.3.2 The Features of the Adolescent and Advertising Translation | 第56-57页 |
| 3.3.3 The Features of the Middle- aged and Advertising Translation | 第57-60页 |
| 3.3.4 The Features of the Aged and Advertising Translation | 第60-63页 |
| 3.3.5 The Features of Females and Advertising Translation | 第63-65页 |
| 3.3.6 The Features of Males and Advertising Translation | 第65-66页 |
| 3.4 SUMMARY | 第66-67页 |
| CHAPTER 4 ADVERTISING TRANSLATION STRATEGIES AT MICRO LEVEL | 第67-82页 |
| 4.1 DELETION | 第68-70页 |
| 4.2 MERGING | 第70-71页 |
| 4.3 EXPLICITATION | 第71-73页 |
| 4.3.1 Optional Explicitation | 第71-73页 |
| 4.4 ADAPTATION | 第73-75页 |
| 4.5 COMPENSATION | 第75-76页 |
| 4.6 STRUCTURE BORROWING | 第76-78页 |
| 4.7 CREATIVE TRANSLATION | 第78-79页 |
| 4.8 FAITHFUL TRANSLATION | 第79-80页 |
| 4.9 SUMMARY | 第80-82页 |
| CHAPTER 5 CONCLUSION | 第82-86页 |
| 5.1 IMPORTANCE OF THIS STUDY | 第82-83页 |
| 5.1.1 General Contributions | 第82-83页 |
| 5.1.2 Macrocosmic Contributions | 第83页 |
| 5.2 CONCLUSION | 第83-85页 |
| 5.3 LIMITATIONS AND SUGGESTIONS FOR FUTURE STUDY | 第85-86页 |
| APPENDIX: TEXT-TYPE AND RELEVANT CRITERIAFOR TRANSLATION (SNELL, 2001:32) | 第86-87页 |
| BIBLIOGRAPHY | 第87-92页 |
| ACKNOWLEDGEMENTS | 第92页 |
