| ABSTRACT | 第1-6页 |
| 摘要 | 第6-9页 |
| Chapter 1 Introduction | 第9-12页 |
| ·Research background | 第9页 |
| ·Objectives and significance of the research | 第9-10页 |
| ·Research methodology and data collection | 第10-11页 |
| ·Organization of the thesis | 第11-12页 |
| Chapter 2 Literature Review | 第12-18页 |
| ·Foreign researches of advertising translation | 第12-13页 |
| ·Domestic research of advertising translation | 第13-16页 |
| ·Communication of cultural approach | 第13-14页 |
| ·Reception Aesthetic approach | 第14-15页 |
| ·Memetics approach | 第15-16页 |
| ·Approach of schema theory | 第16页 |
| ·Limitations of previous researches | 第16-18页 |
| Chapter 3 Framework for the Research | 第18-25页 |
| ·Verschueren’s linguistic adaptation theory | 第18-23页 |
| ·Verschueren’s three properties of language | 第18-20页 |
| ·Verschueren’s four angles of pragmatic investigation | 第20-23页 |
| ·Enlightenment of adaptation theory to translation | 第23-25页 |
| ·Translation as a process of choice-making | 第23-24页 |
| ·Translation as a process of adaptation | 第24-25页 |
| Chapter 4 Language Features in Chinese & English Commercial Ads | 第25-35页 |
| ·Lexical features | 第25-27页 |
| ·Major lexical features of Chinese commercial advertising | 第26页 |
| ·Major lexical features of English commercial advertising | 第26-27页 |
| ·Syntactic features | 第27-30页 |
| ·Similarities | 第27-30页 |
| ·Dissimilarities | 第30页 |
| ·Rhetorical features | 第30-35页 |
| ·Personification | 第31页 |
| ·Simile | 第31-32页 |
| ·Pun | 第32页 |
| ·Repetition | 第32-33页 |
| ·Hyperbole | 第33-35页 |
| Chapter 5 Adaptation Theory Applied in Commercial Advertising Translation | 第35-65页 |
| ·Linguistic adaptation in commercial advertising translation | 第35-52页 |
| ·Lexical adaptation in commercial advertising translation | 第35-38页 |
| ·Syntactic adaptation in commercial advertising translation | 第38-42页 |
| ·Rhetorical adaptation in commercial advertising translation | 第42-49页 |
| ·Discourse adaptation in commercial advertising translation | 第49-52页 |
| ·Extra-linguistic adaptation in commercial advertising translation | 第52-64页 |
| ·Physical world adaptation in commercial advertising translation | 第52-55页 |
| ·Social world adaptation in commercial advertising translation | 第55-58页 |
| ·Adaptation to reader’s psychological world | 第58-64页 |
| ·Summary | 第64-65页 |
| Chapter 6 Conclusion | 第65-67页 |
| Bibliography | 第67-71页 |
| 攻读学位期间主要科研成果 | 第71-72页 |
| Acknowledgements | 第72页 |
