| Acknowledgements | 第1-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第6-10页 |
| Introduction | 第10-14页 |
| ⅰ. General Description and the Importance of the Study | 第10-12页 |
| ⅱ. The Overall Structure of the Thesis | 第12-14页 |
| Chapter 1 Generalization on Advertisement | 第14-28页 |
| ·Definition of Advertisement | 第14-16页 |
| ·Functions and Classification of Advertisement | 第16-18页 |
| ·Functions | 第16-17页 |
| ·Classification | 第17-18页 |
| ·Linguistic Features of Advertisement | 第18-27页 |
| ·Morphological Features | 第18-21页 |
| ·Syntactical Features | 第21-23页 |
| ·Rhetorical Features | 第23-27页 |
| ·Summary | 第27-28页 |
| Chapter 2 A Survey of Metaphor | 第28-36页 |
| ·Definition of Metaphor | 第28-30页 |
| ·Development of Metaphor Study | 第30-33页 |
| ·The Rhetorical Study of Metaphor | 第30页 |
| ·Aristotle’s View of Comparison | 第30页 |
| ·Quintillian’s View of Substitution | 第30页 |
| ·The Semantic Study of Metaphor: Interaction Theory | 第30-31页 |
| ·The Multidisciplinary Study of Metaphor | 第31-33页 |
| ·Lakoff’s Cognitive View | 第31-32页 |
| ·The Pragmatic Study of Metaphor | 第32-33页 |
| ·Functions of Metaphor in Advertisement | 第33-34页 |
| ·Summary | 第34-36页 |
| Chapter 3 Translating Metaphor in Advertisement: A Theoretical Framework | 第36-44页 |
| ·Translation Theories: a Literature Review | 第36-38页 |
| ·The Notion of Equivalence | 第36-37页 |
| ·Newmark’s Communicative Translation | 第37页 |
| ·Relevance Theory of Translation | 第37页 |
| ·Functionalist Theory of Translation | 第37-38页 |
| ·The Theory to Be Applied: Nida’s Equivalence Theory | 第38-41页 |
| ·Formal Equivalence | 第38-39页 |
| ·Functional Equivalence | 第39-41页 |
| ·Response of the Receptor | 第39-40页 |
| ·Cultural Factors | 第40页 |
| ·Making Adjustments | 第40-41页 |
| ·Feasibility of Applying Functional Equivalence Theory to Metaphor Translation in Advertisement | 第41-43页 |
| ·Equivalence: Possible or not? | 第41页 |
| ·Reader’s response: Who is to judge, and how? | 第41-42页 |
| ·Typology specific: Is the theory applicable to ad translation? | 第42-43页 |
| ·Significance of Applying Functional Equivalence Theory to Metaphor Translation in Advertisement | 第43页 |
| ·Summary | 第43-44页 |
| Chapter 4 Strategies of Metaphor Translation in Advertisement:Case Study | 第44-61页 |
| ·Strategies Established | 第44-45页 |
| ·Case Study | 第45-60页 |
| ·Metaphor to Metaphor | 第45-50页 |
| ·To the Same Image in the TL | 第45-46页 |
| ·To the Same Image with Sensuous Supplement | 第46-48页 |
| ·To a Replacement of Natural TL Image or Phrasing | 第48-50页 |
| ·Metaphor to Other Rhetorical Replacements | 第50-54页 |
| ·To Simile | 第50-53页 |
| ·To Other Rhetorical Replacements | 第53-54页 |
| ·Metaphor to Non-rhetorical Versions | 第54-57页 |
| ·To a Plain Sense | 第54-55页 |
| ·To a Lofty Sense | 第55-57页 |
| ·Non-metaphor to Metaphor | 第57-60页 |
| ·Other Rhetorical Devices to Metaphor | 第58页 |
| ·Non-rhetorical Expressions to Metaphor | 第58-60页 |
| ·Summary | 第60-61页 |
| Conclusion | 第61-64页 |
| ⅰ. General Summary and Major Contributions | 第61-63页 |
| ⅱ. Recommendations for Future Research | 第63-64页 |
| Bibliography | 第64-66页 |
