| Abstract | 第1-5页 |
| Abstract in Chinese | 第5-9页 |
| Ⅰ Introduction | 第9-12页 |
| Ⅱ The properties of advertising | 第12-18页 |
| ·The Definition of Advertising | 第12页 |
| ·Advertising Components | 第12-13页 |
| ·Advertising Objectives | 第13-14页 |
| ·Advertising as a Form of Communication | 第14-17页 |
| ·The Human Communication Process | 第14-15页 |
| ·Advertising and Communication | 第15-16页 |
| ·The Communication Situation in Advertising | 第16-17页 |
| Summary | 第17-18页 |
| Ⅲ The stylistic characteristics of advertising English | 第18-28页 |
| ·The lexical Features of Advertising English | 第18-20页 |
| ·Coinage and Anagrammatic Spelling | 第18-19页 |
| ·Borrowed Words | 第19-20页 |
| ·Some Adjectives Frequently Used | 第20页 |
| ·Carefully Choosing the Verbs | 第20页 |
| ·The Syntactic Features of Advertising English | 第20-22页 |
| ·Simple Sentence vs Complex Sentence | 第20-21页 |
| ·Interrogative Sentence and Imperative Sentence | 第21-22页 |
| ·Disjunctive Clause | 第22页 |
| ·Minor Clause | 第22页 |
| ·The Rhetorical Characteristics of Advertising English | 第22-27页 |
| ·The musical beauty of the advertising language----the rhetorical devices in Advertising English | 第23-24页 |
| ·The visual beauty of the advertising----the lexical rhetorical device of advertising English | 第24-26页 |
| ·The structural beauty of the advertising----the syntactical rhetorical | 第26-27页 |
| Summary | 第27-28页 |
| Ⅳ The cultural properties of advertising | 第28-38页 |
| ·The Concept of Culture | 第28页 |
| ·Self-reference Criterion and Ethnocentrism | 第28-29页 |
| ·Cultural Distance | 第29-30页 |
| ·The Cultural Properties of International Advertising | 第30-37页 |
| ·National character and aesthetic attitude | 第31-32页 |
| ·National psychology and aspiration | 第32-33页 |
| ·Values and life styles | 第33-34页 |
| ·Colors and other signs and symbols | 第34-36页 |
| ·Religion, morals and ethical standards | 第36-37页 |
| Summary | 第37-38页 |
| Ⅴ Eugene A. Nida's functional equivalence theory and advertising translation | 第38-45页 |
| ·Eugene A. Nida and his translation theory | 第38页 |
| ·Functional equivalence vs formal equivalence | 第38-40页 |
| ·Functions of language and advertising language | 第40-41页 |
| ·Functional theory and advertising translation | 第41-43页 |
| ·Cultural aspects of translation | 第43-44页 |
| Summary | 第44-45页 |
| Ⅵ Skopostheorie and advertising translation | 第45-51页 |
| ·Hart J. Vermeer and Skopostheorie | 第45页 |
| ·The definition of translation in Skopostheorie | 第45页 |
| ·Translation brief in Skopostheorie | 第45-46页 |
| ·Criterion for advertising translation and the role of source text | 第46-48页 |
| ·Equivalence in Skopostheorie | 第48-50页 |
| Summary | 第50-51页 |
| Ⅶ Peter Newmark's Communicative Translation and advertising translation | 第51-56页 |
| Summary | 第55-56页 |
| Ⅷ The orientation of advertising translation-from literal to cultural translation | 第56-66页 |
| ·Advertising translation as an act of communication across cultural barriers | 第56页 |
| ·The translation of trademarks | 第56-61页 |
| ·The methods of brand name translation | 第57-61页 |
| ·The translation of advertising slogans | 第61-64页 |
| Summary | 第64-66页 |
| Bibliography | 第66-69页 |
| Acknowledgements | 第69页 |
