| Abstract | 第1-6页 |
| 摘要 | 第6-8页 |
| Abbreviations | 第8-11页 |
| Introduction | 第11-15页 |
| Chapter One An Overview of Advertisement Translation and the Science of Communication | 第15-29页 |
| ·Studies on Advertisement Translation in China | 第15-21页 |
| ·The First Symposium on "Skills in C-E Translation" | 第15-18页 |
| ·Recent Studies on Advertisement Translation in China | 第18-21页 |
| ·Science of Communication and its Influence on Translation Study | 第21-29页 |
| ·The Science of Communication as a Discipline | 第22-23页 |
| ·The Influence of the Science of Communication on Translation Study | 第23-25页 |
| ·Significance and Liability of Communication Approach to Translation | 第25-29页 |
| Chapter Two Essential Elements in the Process of Advertisement Translation:a Communication Perspective | 第29-55页 |
| ·A Close Look at Advertisement | 第30-34页 |
| ·Definition | 第30-31页 |
| ·Purposes &Functions of Advertisement | 第31-34页 |
| ·Target Audience——Core of Advertisement Translation | 第34-40页 |
| ·The Characteristics of the Audience | 第34-36页 |
| ·Uses and Gratifications Theory | 第36-38页 |
| ·The Target Audience as Core Issue | 第38-40页 |
| ·Translator——Communicator & Gatekeeper of Advertisement Translation | 第40-46页 |
| ·The Advertisement Translator as Communicator | 第40-41页 |
| ·The Advertisement Translator as Gatekeeper | 第41-46页 |
| ·Author of Chinese Advertisements | 第46-48页 |
| ·Message and Channel | 第48-50页 |
| ·Target Audience's Feedback and Noise Interfering Their Reception | 第50-55页 |
| Chapter Three The Audience Orientation Principle of Translating Chinese advertisements | 第55-83页 |
| ·Target Audience's Language Orientation | 第56-70页 |
| ·On Lexical Level | 第56-60页 |
| ·On Syntactic Level | 第60-64页 |
| ·On Rhetorical Level | 第64-70页 |
| ·Target Audience's Culture Orientation | 第70-83页 |
| ·From Worldviews | 第72-73页 |
| ·From Norms | 第73-76页 |
| ·From Values | 第76-83页 |
| Chapter Four Some Effective Strategies for Translating Chinese Advertisement Based on the Audience Orientation Principle | 第83-103页 |
| ·Conventional Approaches | 第84-88页 |
| ·Literal Translation | 第84-86页 |
| ·Free Translation | 第86-88页 |
| ·Adaptation Approaches | 第88-103页 |
| ·Structure-borrowing | 第90-95页 |
| ·Explanatory Translation | 第95-97页 |
| ·Treason | 第97-103页 |
| Conclusion | 第103-107页 |
| Bibliography | 第107-111页 |
| Appendix | 第111-113页 |
| Acknowledgements | 第113-115页 |
