| Ⅰ Introduction | 第1-8页 |
| Ⅱ Generalization on Advertising | 第8-12页 |
| ·Advertising Defined | 第8页 |
| ·Functions of Advertising | 第8-10页 |
| ·Classifications of Advertising | 第10-11页 |
| ·Advertising Objectives | 第11页 |
| ·Advertising Elements | 第11-12页 |
| Ⅲ The Rhetoric in English and Chinese Advertising | 第12-32页 |
| ·The Rhetoric in English Advertising | 第13-30页 |
| ·Phonetic Rhetoric | 第13-16页 |
| ·Lexical Rhetoric | 第16-26页 |
| ·Syntactical Rhetoric | 第26-30页 |
| ·The Rhetoric in Chinese Advertising | 第30-32页 |
| ·The Four/Seven-Character Advert | 第30-32页 |
| ·The Couplet Advert | 第32页 |
| Ⅳ The Translation of Rhetoric in English and Chinese Advertising | 第32-47页 |
| ·Principles Governing Advertising Translation | 第32-35页 |
| ·Theories of Translation | 第32-34页 |
| ·Communicative Translation | 第34-35页 |
| ·Specific Techniques Applied to the Translation of Rhetoric in Advertising | 第35-44页 |
| ·The English- Chinese Advertising Translation | 第36-42页 |
| ·The Chinese- English Advertising Translation | 第42-44页 |
| ·Elements Related to the Development of Advertising and Its Translation | 第44-47页 |
| Ⅴ Conclusion | 第47-48页 |
| Bibliography | 第48-52页 |
