| Acknowledgements | 第1-4页 |
| 内容摘要 | 第4-5页 |
| Abstract | 第5-9页 |
| Chapter 1 Introduction | 第9-12页 |
| ·Objectives of the Research | 第9页 |
| ·Significance and Necessity of the Research | 第9-10页 |
| ·Organization of the Thesis | 第10-12页 |
| Chapter 2 Literature Review | 第12-26页 |
| ·Previous Studies on Advertisement | 第12-18页 |
| ·Generalization of Advertisement | 第12-13页 |
| ·Chinese Advertisements and English Advertisements:Similarities and Differences | 第13-18页 |
| ·Historical Review of Research into Advertisement Translation | 第18-20页 |
| ·Theoretical Framework of Pragmatic Translation | 第20-26页 |
| ·A Brief Introduction of Pragmatics | 第20-21页 |
| ·Combination of Pragmatics and Translation:Pragmatic Translation | 第21-22页 |
| ·Pragmatic Equivalence—A New Perspective on Translation Equivalence | 第22-24页 |
| ·Understanding of Pragmalingusitic Equivalence and Sociopragmatic Equivalence | 第24-26页 |
| Chapter 3 Pragmatic Faliure—Main Problem in English Translation of Chinese Advertisements | 第26-39页 |
| ·The Definition of Pragmatic Failure | 第26-27页 |
| ·Understanding of Pragmalinguistic Failure and Sociopragamtic Failure | 第27-28页 |
| ·Pragmalinguistic Failure in English Translation of Chinese Advertisements | 第28-34页 |
| ·Transference of Pragmatic Rules | 第28-30页 |
| ·Transference of Pragmatic Meanings | 第30-32页 |
| ·Overgeneralization of Pragmatic Rules | 第32-34页 |
| ·Sociopragmatic Failure in English Translation of Chinese Advertisements | 第34-39页 |
| ·Different Cultural Associations | 第34-35页 |
| ·Ignorance of Different Social Values | 第35-39页 |
| Chapter 4 Pragmatic Equivalence in English Translation of Chinese Advertisements | 第39-55页 |
| ·Pragmalinguistic Equivalence in English Translation of Chinese Advertisements | 第39-44页 |
| ·Appropriate Transference of Pragmatic Rules | 第39-40页 |
| ·Correct Conveyance of Pragmatic Meanings | 第40-44页 |
| ·Sociopragmatic Equivalence in English Translation of Chinese Advertisements | 第44-47页 |
| ·Avoidance of Unhappy Associations | 第44-45页 |
| ·Target Values Orientation | 第45-47页 |
| ·Some Translation Methods that can be Employed in English Translation of Chinese Advertisements | 第47-55页 |
| ·Literal Translation | 第47-48页 |
| ·Addition | 第48-49页 |
| ·Abridgement | 第49-50页 |
| ·Homophone Translation | 第50-51页 |
| ·Creative Adaptation | 第51-55页 |
| Chapter 5 Conclusion | 第55-58页 |
| Bibliography | 第58-61页 |
| 详细摘要 | 第61-64页 |
