| Acknowledgements | 第1-10页 |
| 摘要 | 第10-11页 |
| Abstract | 第11-13页 |
| INTRODUCTION | 第13-16页 |
| 1. The purpose of the study | 第13-14页 |
| 2. The significance of the study | 第14-15页 |
| 3. The organization of this thesis | 第15-16页 |
| Chapter One LITERATURE REVIEW | 第16-23页 |
| ·The historical development of rhetoric devices and its application to advertisement | 第16-21页 |
| ·The historical development of rhetoric devices | 第16-19页 |
| ·Study of rhetorical devices and its translation in advertisement | 第19-21页 |
| ·The Development of Reception Aesthetics | 第21-23页 |
| Chapter Two THE ADVERTISING AND RHETORICAL DEVICES | 第23-34页 |
| ·General introduction | 第23-25页 |
| ·The rhetorical device and its function | 第25-33页 |
| ·Phonetic rhetorical devices | 第26-27页 |
| ·Semantic rhetorical devices | 第27-30页 |
| ·Structural rhetorical devices | 第30-31页 |
| ·The function of rhetorical devices in advertising | 第31-33页 |
| ·The purpose of using rhetorical devices in advertising | 第33-34页 |
| Chapter Three RECEPTION AESTHETICS | 第34-43页 |
| ·A brief introduction | 第34-35页 |
| ·Constance school | 第35-37页 |
| ·Main concepts | 第37-43页 |
| ·Horizon of expectation | 第37-38页 |
| ·Fusion of horizons | 第38-39页 |
| ·Indeterminacy and blank of meaning | 第39-40页 |
| ·Implied reader | 第40-41页 |
| ·Appealing structure | 第41-43页 |
| Chapter Four TRANSLATING RHETORICAL DEVICES IN ADVERTISING UNDER THE GUIDANCE OF RECEPTION AESTHETICS | 第43-57页 |
| ·The possibility and necessity of applying reception aesthetics to advertising translation | 第43-46页 |
| ·Application to translation | 第43-44页 |
| ·Applying reception aesthetic theory to rhetorical devices in advertising | 第44-45页 |
| ·Applying reception aesthetic theory to rhetorical devices translation in advertising | 第45-46页 |
| ·Realization of translators’subjectivity | 第46-50页 |
| ·Translators' subjectivity | 第46-47页 |
| ·Study of translators' subjectivity under Reception Aesthetics | 第47-50页 |
| ·Techniques of translating rhetorical devices in advertising | 第50-57页 |
| ·Literal translation | 第50-51页 |
| ·Free translation | 第51-53页 |
| ·Combination | 第53-54页 |
| ·Using rhetorical devices | 第54-57页 |
| Chapter Five CONCLUSION | 第57-59页 |
| BIBLIOGRAPHY | 第59-63页 |
| 攻读硕士学位期间发表的论文 | 第63-64页 |
