| 摘要 | 第4-6页 |
| Abstract | 第6-7页 |
| Chapter 1 Introduction | 第10-12页 |
| 1.1 Research Orientation | 第10页 |
| 1.2 Data Collection and Methodology | 第10-11页 |
| 1.3 Specific Questions to Be Investigated | 第11页 |
| 1.4 Significance of the Present Study | 第11-12页 |
| Chapter 2 Literature Review | 第12-24页 |
| 2.1 An Overview of Advertisement | 第12-16页 |
| 2.1.1 Definition of Advertisement | 第12-13页 |
| 2.1.2 Classification of Advertisement | 第13-14页 |
| 2.1.3 Functions of Advertisement | 第14-15页 |
| 2.1.3.1 The Social Economic Functions of Ads | 第14页 |
| 2.1.3.2 The Cultural Functions of Advertisement | 第14-15页 |
| 2.1.4 A Comparison of English and Chinese Advertising Language | 第15-16页 |
| 2.1.4.1 The Similarities of English and Chinese Advertising Language | 第15页 |
| 2.1.4.2 The Differences of English and Chinese Advertising language | 第15-16页 |
| 2.2 An Overview of Fuzziness | 第16-21页 |
| 2.2.1 Definition of Fuzziness | 第16-17页 |
| 2.2.2 Classification of Fuzzy Language | 第17-18页 |
| 2.2.3 Characteristics of Fuzzy Language | 第18-19页 |
| 2.2.4 Reasons for the Existence of Fuzzy Language | 第19-21页 |
| 2.2.4.1 The fuzziness of the objective world | 第20页 |
| 2.2.4.2 The Limitations and Uncertainty of People’s Understanding of the Objective World | 第20页 |
| 2.2.4.3 The Contradiction Between the Limitation, Dispersion of Language Symbol and theContinuity of Objective Things | 第20页 |
| 2.2.4.4 Difference of People’s Comprehension and the Change of Context | 第20-21页 |
| 2.3 An Overview of Translation | 第21-24页 |
| 2.3.1 Definition of Translation | 第21-22页 |
| 2.3.2 Overview of the Most Influential Principles for Translation | 第22-24页 |
| 2.3.2.1 Yan Fu’s Triple Principle of Translation | 第22-23页 |
| 2.3.2.2 Eugene A. Nida: Translation Equivalence | 第23-24页 |
| Chapter 3 The Fuzzy Language in English Advertising | 第24-40页 |
| 3.1 Realization Ways of Being Fuzzy in Advertising Language | 第24-38页 |
| 3.1.1 Through the Use of Fuzzy Sound | 第24-26页 |
| 3.1.1.1 Polysemy | 第24-25页 |
| 3.1.1.2 Homophone | 第25-26页 |
| 3.1.2 Through the Use of the Meanings of Fuzzy Words | 第26-31页 |
| 3.1.2.1 Verb | 第26-27页 |
| 3.1.2.2 Adjectives | 第27-28页 |
| 3.1.2.3 Frequency Word | 第28-29页 |
| 3.1.2.4 Comparative and Superlative | 第29-30页 |
| 3.1.2.5 Determiner | 第30-31页 |
| 3.1.3 Through the Use of Fuzzy Sentences | 第31-34页 |
| 3.1.3.1 Interrogative Sentence | 第31-33页 |
| 3.1.3.2 Disjunctive sentence | 第33-34页 |
| 3.1.4 Through the Use of Fuzzy Rhetorical Device | 第34-38页 |
| 3.1.4.1 Simile | 第34-35页 |
| 3.1.4.2 Antithesis | 第35-36页 |
| 3.1.4.3 Pun | 第36-37页 |
| 3.1.4.4 Hyperbole | 第37-38页 |
| 3.2 Functions of Fuzzy Language in Advertising | 第38-40页 |
| 3.2.1 Increasing the Efficiency of Language Expression | 第38-39页 |
| 3.2.2 Enhancing the function of flexibility and freedom of advertising language expression | 第39-40页 |
| Chapter 4 The Translation Strategies of Fuzzy Language in English Advertising | 第40-55页 |
| 4.1 Principles of Advertisement Translation | 第40-45页 |
| 4.1.1 Faithfulness | 第40-41页 |
| 4.1.2 Attractiveness | 第41-43页 |
| 4.1.3 Acceptability | 第43-45页 |
| 4.2 Strategies of Fuzzy Language Translation in Advertisement | 第45-55页 |
| 4.2.1 Translation Strategies for Fuzzy Sounds and Words in Advertisement | 第45-49页 |
| 4.2.1.1 Precision to Fuzziness | 第46-47页 |
| 4.2.1.2 Fuzziness to Fuzziness | 第47-49页 |
| 4.2.2 Translation Strategies for Fuzzy Sentences and Rhetorical Devices | 第49-55页 |
| 4.2.2.1 Ellipsis of Fuzziness | 第49-52页 |
| 4.2.2.2 Addition of fuzziness | 第52-55页 |
| Chapter 5 Conclusion | 第55-57页 |
| 5.1 Major Findings | 第55页 |
| 5.2 Limitations of the study | 第55-56页 |
| 5.3 Suggestions for Further Study | 第56-57页 |
| References | 第57-59页 |
| Acknowledgements | 第59页 |
