| 摘要 | 第1-4页 |
| ABSTRACT | 第4-8页 |
| CHAPTER 1 INTRODUCTION | 第8-13页 |
| ·Background of the Research | 第8-10页 |
| ·Purpose and Significance of the Research | 第10-11页 |
| ·Research Methodology and Data Collection | 第11-13页 |
| CHAPTER 2 LITERATURE REVIEW | 第13-20页 |
| ·Research on Ad Translation Abroad | 第13-15页 |
| ·Research on C-E Ad Translation at Home | 第15-18页 |
| ·Enlightenment from Research Status of C-E Ad Translation | 第18-20页 |
| ChaPter 3 APPlication of SkoPos Theory to C-E Ad Translation | 第20-31页 |
| ·Brief Introduction to Core Ideas of Skopos Theory | 第20-24页 |
| ·Skopos Rule and Intratextual Coherence and Intertextual Coherence | 第20-22页 |
| ·Interrelated Relationship of Three Rules | 第22-24页 |
| ·Merits about Application of Skopos Theory to C-E Ad Translation | 第24-28页 |
| ·Status of the ST and TT in Ad Translation | 第25-26页 |
| ·Emphasis on the Role of Target Receivers | 第26页 |
| ·A Process of Cultural Communication and Conversion | 第26-28页 |
| ·Application of Skopos Theory to C-E Ad Translation | 第28-31页 |
| ·Application of Skopos Rule to C-E Ad Translation | 第28-29页 |
| ·Application of Intratextual and Intertextual Coherence Rules to C-E Ad Translation | 第29-31页 |
| CHAPTER 4 APPROACHES FOR CONVERSION OF CULTURAL IMAGES UNDER THE GUIDANCE OF SKOPOS THEORY | 第31-65页 |
| ·Different Cultural Images for Cultural Differences in C-E Ad Translation | 第32-48页 |
| ·Different Cultural Images for Cultural Differences in Value Orientations | 第33-37页 |
| ·Different Cultural Images for Cultural Differences in Thought Patterns | 第37-44页 |
| ·Different Cultural Images for Cultural Differences in Psychological Aspirations | 第44-46页 |
| ·Different Cultural Images for Cultural Differences in Lucky Expressions | 第46-48页 |
| ·Avoiding Cultural Misunderstandings by Jumping Cultural Barriers | 第48-50页 |
| ·Approaches to Conversion of Cultural Images under the Guidance of Skopos Theory | 第50-58页 |
| ·Adjustment of Value Orientations Based on the Target Context | 第51-54页 |
| ·Adjustment of Thinking Patterns Based on the Target Context | 第54-55页 |
| ·Adjustment of Psychological Aspirations Based on the Target Context | 第55-57页 |
| ·Adjustment of Cultural Connotations Based on the Target Context | 第57-58页 |
| ·Suggestions for Conversion of Cultural Images under the Guidance of Skopos Theory | 第58-65页 |
| ·Target Consumer's Cultural Image Orientation | 第59-61页 |
| ·Avoiding Taboos in Target Culture | 第61-63页 |
| ·Combination of Local and Global Adapation | 第63-65页 |
| CHAPTER 5 CONCLUSION | 第65-68页 |
| ·Conclusion of the Study | 第65-66页 |
| ·Limitations and Possibilities of Further Study | 第66-68页 |
| Bibliography | 第68-70页 |
| ACKNOWLEDGEMENTS | 第70-71页 |
| Dissertation Published during MA Study | 第71页 |
