| Acknowledgements | 第7-8页 |
| 英文摘要 | 第8页 |
| Chapter One Introduction | 第10-19页 |
| 1．1 Inter-lingual Advertising and Translation | 第10-12页 |
| 1．2 Advertising and its Strategies | 第12-13页 |
| 1．3 Linguistic Peculiarities of Advertising Language | 第13-14页 |
| 1．4 Cultural Peculiarities of Advertising Language | 第14-17页 |
| 1．5 Summary | 第17-19页 |
| Chapter Two International and Domestic Translation Practices in Translation Advertisements | 第19-27页 |
| 2．1 Standardization vs．Specialization as International Advertising Strategy | 第19-20页 |
| 2．2 Centralization vs．Decentralization in Translation Practice | 第20-22页 |
| 2．3 Advertising Translation Practices in China | 第22-25页 |
| 2．4 Summary | 第25-27页 |
| Chapter Three Literature Review of Translation Theories on the Transfer of Advertising Language | 第27-36页 |
| 3．1 Tendencies in the Development of Translation Theories | 第27-29页 |
| 3．2 A Debate on the Nature of Advertising Translation | 第29-33页 |
| 3．3 Domestic Studies on the Subject | 第33-35页 |
| 3．4 Summary | 第35-36页 |
| Chapter Four Contextual and Cultural Comparison as Determinants in Translating Advertisements | 第36-44页 |
| 4．1 Contextual Comparison as the Critical Factor in Translation Process | 第36-41页 |
| 4．2 Cultural Comparison | 第41-43页 |
| 4．3 Summary | 第43-44页 |
| Chapter Five On Handling Cultural and Liuguistic Peculiarities in Translating Advertisements | 第44-82页 |
| 5．1 A Comparison Between Chinese and Western Culture and Ideology Represented in Chinese and English Advertisements | 第44-60页 |
| 5．1．1 Chinese Advertisements Tend to be Information-Oriented without Much Embellishment in Language | 第44-49页 |
| 5．1．2 Some Chinese Advertisements Tend to Value Functions and High Technology and Tend to be Exaggerated | 第49-53页 |
| 5．1．3 Cultural and Historical Specific Expressions Tend to Be Neglected in Some Translations of Advertisements | 第53-56页 |
| 5．1．4 Chinese Advertisements Tend to Pay More Attention to Authority and Mass Conformity | 第56-60页 |
| 5．2 Translatability of Rhetoric Devices in Translating Advertisements | 第60-65页 |
| 5．3 Adaptive Strategy according to Contextual Differences---Analysis of some Bilingual Advertisements | 第65-81页 |
| 5．3．1 Straight Translation Is possible When Cultural and Linguistic Differences Are Small | 第66-69页 |
| 5．3．2 Slight or Significant Adaptaion to Target Language Norms and Conventions | 第69-73页 |
| 5．3．3 Adaptation to Target Cultural Conventions | 第73-77页 |
| 5．3．4 Total Adaptaion to Target Language Norms and Cultural Conventions | 第77-81页 |
| 5．4 Summary | 第81-82页 |
| Chapter Six Conclusion | 第82-86页 |
| Bibliography | 第86-91页 |
