| Chapter One A Brief Introduction to Advertising | 第1-13页 |
| ·History of Advertising | 第7-8页 |
| ·Definitions of Advertising | 第8-9页 |
| ·Classifications of Advertising | 第9-10页 |
| ·Functions of Advertising | 第10-13页 |
| Chapter Two Features of Advertising Language | 第13-27页 |
| ·Lexical Features | 第13-18页 |
| ·Creating New Words to Attract Attention | 第13-15页 |
| ·Frequent Use of Verbs and Adjectives | 第15-17页 |
| ·Flexible Use of Compound | 第17-18页 |
| ·Syntactical Features | 第18-22页 |
| ·Frequent Use of Simple sentences | 第18-19页 |
| ·Frequent Uses of Interrogative and Imperative Sentences | 第19-20页 |
| ·Clever Use of Disjunctive Clause | 第20-21页 |
| ·Frequent Use of Elliptical Sentences | 第21-22页 |
| ·Rhetorical Features of Advertising Language | 第22-27页 |
| ·Analogy | 第22-23页 |
| ·Personification | 第23-24页 |
| ·Pun | 第24-25页 |
| ·Repetition | 第25-27页 |
| Chapter Three Functional Equivalence &Current Strategies of Advertising Translation | 第27-37页 |
| ·A Brief Introduction to Nida’s Functional Equivalence | 第27-32页 |
| ·Nida’s Formal Equivalence and Dynamic Equivalence | 第28-29页 |
| ·Functional Equivalence-the Development of Dynamic Equivalence | 第29-30页 |
| ·Contributions and Limitations of Functional Equivalence | 第30-32页 |
| ·Current Strategies of Advertising Translation | 第32-37页 |
| ·Target-language-culture Oriented Strategy | 第32-34页 |
| ·Functional Equivalence Oriented Approach | 第34-37页 |
| Chapter Four Requirements for Functional Equivalence in Ad. Translating | 第37-47页 |
| ·Stylistic Requirements for Functional Equivalence | 第37-42页 |
| ·Being Natural | 第37-39页 |
| ·Being Accurate | 第39-41页 |
| ·Being Concise | 第41-42页 |
| ·The Priority of Content over Form in Ad. Translating | 第42-47页 |
| Chapter Five Functional Equivalence at More Levels in Advertising Translation | 第47-65页 |
| ·Functional Equivalence at Stylistic Level | 第47-57页 |
| ·Equivalence at Text Structure Level | 第48-51页 |
| ·Equivalence at Syntactic Level | 第51-54页 |
| ·Equivalence at Rhetoric Level | 第54-57页 |
| ·Functional Equivalence at Semantic Level | 第57-65页 |
| ·Equivalence in Translating Brand Names | 第58-60页 |
| ·Equivalence in Translating Slogans | 第60-62页 |
| ·Equivalence in Translating Advertising Texts | 第62-65页 |
| Chapter Six Conclusion | 第65-67页 |
| Acknowledgements | 第67-69页 |
| Bibliography | 第69-73页 |
| 作者已发表或录用的文章 | 第73页 |
