| Acknowledgements | 第1-5页 |
| Academic Achievements | 第5-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-11页 |
| Chapter One Introduction | 第11-15页 |
| ·Background of the Study | 第11-12页 |
| ·Aim of the Study | 第12-13页 |
| ·Thesis Organization | 第13-15页 |
| Chapter Two Pun in English Advertisement | 第15-25页 |
| ·A Brief Introduction to Advertisement | 第15-16页 |
| ·Definition of Advertisement | 第15-16页 |
| ·The Aim and Function of Advertisement | 第16页 |
| ·Definition of Pun and its Linguistic Features | 第16-18页 |
| ·Definition of Pun | 第16-17页 |
| ·Linguistic Features of Pun | 第17-18页 |
| ·Classification of Pun in Advertisement | 第18-21页 |
| ·Function of Pun in Advertisement | 第21-25页 |
| ·Humorous Effect | 第21-22页 |
| ·Attention-attracting Effect | 第22-23页 |
| ·Memory-strengthening Effect | 第23页 |
| ·Aesthetic Effect | 第23-25页 |
| Chapter Three Literature Review | 第25-36页 |
| ·Translatability and Untranslatability of Pun | 第25-29页 |
| ·Pun Translation Studies Abroad | 第29-31页 |
| ·Pun Translation Studies at Home | 第31-36页 |
| ·Sociosemiotics Approach | 第31-32页 |
| ·Functional Theories Approach | 第32-34页 |
| ·Pragmatic Approach | 第34-36页 |
| Chapter Four Reception Aesthetics Theory | 第36-44页 |
| ·An Overview of Reception Aesthetics Theory | 第36-38页 |
| ·Main Concepts of Reception Aesthetics Theory | 第38-41页 |
| ·Indeterminacy of the Text | 第38-39页 |
| ·The Subjectivity of the Reader | 第39-40页 |
| ·Horizon of Expectations and Aesthetic Distance | 第40-41页 |
| ·Implication of Advertisement Translation Strategy From Reception Aesthetics | 第41-44页 |
| Chapter Five The Application of Reception Aesthetics to Pun Translation in English Advertisement | 第44-56页 |
| ·TL Readers to be Considered on Pun Translation in English Advertisement | 第45-49页 |
| ·TL Readers’ Cultural Cognition | 第45-47页 |
| ·TL Readers’ Linguistic Habit | 第47-48页 |
| ·TL Readers’ Aesthetic Experience | 第48-49页 |
| ·Specific Techniques of Pun Translation | 第49-56页 |
| ·Retaining pun | 第49-50页 |
| ·Recasting Pun | 第50-51页 |
| ·Parody Translation | 第51-53页 |
| ·Biased Translation | 第53-54页 |
| ·Compensation | 第54-56页 |
| Chapter Six Conclusion | 第56-59页 |
| ·Major Findings | 第56-58页 |
| ·Limitation for Present Research | 第58页 |
| ·Suggestion for Future Research | 第58-59页 |
| References | 第59-62页 |
