| 摘要 | 第1-5页 |
| ABSTRACT | 第5-7页 |
| CONTENTS | 第7-10页 |
| Chapter 1 Introduction | 第10-16页 |
| ·Rationale and Significance of the Current Research | 第10-13页 |
| ·Rationale | 第10页 |
| ·Theoretical Significance | 第10-12页 |
| ·Practical Significance | 第12-13页 |
| ·Research Objectives | 第13-14页 |
| ·Research Methodology and Data Collection | 第14页 |
| ·Organization of Current Study | 第14-16页 |
| Chapter 2 Literature Review | 第16-21页 |
| ·Overview | 第16页 |
| ·Previous Studies on Translation of Advertisements Abroad | 第16-17页 |
| ·Previous Studies on Translation of Advertisements at Home | 第17-20页 |
| ·Studies on Technique of Translation of Advertisements | 第17-19页 |
| ·Studies on Theory of Translation of Advertisements | 第19页 |
| ·Studies on Cultural Transfer of Advertisements | 第19-20页 |
| ·Comments on the Literature | 第20-21页 |
| Chapter 3 Theoretical Framework of Current Study | 第21-39页 |
| ·Overview | 第21页 |
| ·The Cultural Dimensions of Advertising | 第21-34页 |
| ·Working definition of Cultural Transfer of Advertisements | 第21页 |
| ·Advertising and Culture | 第21-24页 |
| ·Advertising and Cultural Communication | 第24-26页 |
| ·Cultural Transfer in Translation of Advertisements and Intercultural Communication | 第26-29页 |
| ·Cultural Influences of Foreign Advertisements | 第29-34页 |
| ·Relevant Theories | 第34-37页 |
| ·Skopos Theory of Translation Studies | 第34-36页 |
| ·Cultural Issues in Intercultural Communication | 第36页 |
| ·Mueller's Three Strategies for International Advertising Campaigns | 第36-37页 |
| ·Theoretical Framework of Current Study | 第37-39页 |
| Chapter 4 Cultural Issues in International Advertising | 第39-57页 |
| ·Overview | 第39-40页 |
| ·Cultural Universals or Similarities in International Advertising | 第40-43页 |
| ·Cultural Universals | 第40-41页 |
| ·Cultural Universals in International Advertising | 第41-43页 |
| ·Cultural Differences and Conflicts in International Advertising | 第43-57页 |
| ·Cultural Differences in Intercultural Communication | 第43-45页 |
| ·Cultural Differences and Conflicts in International Advertising | 第45页 |
| ·Linguistic Differences in International Advertising | 第45-51页 |
| ·Non-linguistic Differences in International Advertising | 第51-57页 |
| Chapter 5 Orientations of Cultural Transfer in Translation of Advertisements | 第57-65页 |
| ·Overview | 第57页 |
| ·Globalization | 第57-59页 |
| ·Globalization Defined | 第57-58页 |
| ·Globalization in Action | 第58-59页 |
| ·Advantages of Globalization | 第59页 |
| ·Localization | 第59-62页 |
| ·Localization Defined | 第59-60页 |
| ·Localization in Action | 第60-62页 |
| ·The Advantages of Localization | 第62页 |
| ·Combination Strategy | 第62-65页 |
| ·Combination Strategy Defined | 第62-63页 |
| ·Combination Strategy in Action | 第63页 |
| ·The Advantages of Combination Strategy | 第63-65页 |
| Chapter 6 Conclusion | 第65-67页 |
| ·Major Findings | 第65页 |
| ·Limitations of Current Study | 第65-66页 |
| ·Suggestions for Further Study | 第66-67页 |
| REFERENCES | 第67-72页 |
| ACKNOWLEDGEMENTS | 第72页 |
