| Preface | 第1-13页 |
| Introduction | 第13-16页 |
| Chapter One Present Commercial Advertising and Its Translation | 第16-40页 |
| Section One Basic Ideas and Cultural Significance of Commercial Advertising | 第16-25页 |
| ·Basic Ideas of Commercial Advertising | 第16-23页 |
| ·Definition of Commercial Advertising | 第16-18页 |
| ·The Structure of Commercial Advertising | 第18-20页 |
| ·Classification of Commercial Advertising | 第20-23页 |
| ·Cultural Significance of Commercial Advertising | 第23-25页 |
| Section Two Function and Present Situation of Commercial Advertising Translating | 第25-40页 |
| ·The Cross-cultural Communicative Function of Commercial Advertising Translating | 第25-30页 |
| ·The Cross-cultural Communicative Function of Commercial Advertising | 第25-27页 |
| ·The Significance of Commercial Advertising Translation | 第27-30页 |
| ·Present Situation of Commercial Advertising Translating | 第30-40页 |
| ·General Situation and Problems of Commercial Advertising Translating | 第30-33页 |
| ·Causes of the Problems | 第33-40页 |
| Chapter Two Theoretical Footing of Commercial Advertising Translation | 第40-55页 |
| ·The Theory of Language Functions and Text-Types by Peter Newmark | 第40-43页 |
| ·The Theory of Market Mix by Jerome McCarthy | 第43-45页 |
| ·The Textual Functions of Commercial Advertising Translation | 第45-47页 |
| ·The Theory of Semantic and Communicative Translation | 第47-55页 |
| ·The Introduction to Semantic and Communicative Translation | 第47-48页 |
| ·The Comparison between Semantic and Communicative Translation | 第48-50页 |
| ·Text Types, Semantic and Communicative Translations | 第50-55页 |
| Chapter Three The Solution to Commercial Advertising Translating | 第55-72页 |
| ·Textual Functions and Commercial Advertising Appeals | 第55-57页 |
| ·Translation Approaches to Different Appeals of Commercial Advertising | 第57-72页 |
| ·Translation Approaches to Commercial Ads of Rational Appeal | 第57-63页 |
| ·Translation Approaches to Commercial Ads of Emotional Appeal | 第63-69页 |
| ·Translation Approaches to Commercial Ads of Combinative Appeal | 第69-72页 |
| Chapter Four The Translating of Trademark | 第72-80页 |
| ·Features and Functions of Trademark and Its Translation | 第72-74页 |
| ·Translating of Trademark | 第74-80页 |
| Conclusion | 第80-82页 |
| Bibliography and Endnotes | 第82-87页 |
| Acknowledgement | 第87页 |
