| Abstract | 第1-4页 |
| 摘要 | 第4-7页 |
| Introduction | 第7-9页 |
| Chapter One Literature Review | 第9-13页 |
| ·Previous Studies on Translation Norms | 第9-10页 |
| ·Previous Study on Advertising Translation | 第10-13页 |
| ·Previous Study on Advertising Translation Abroad | 第10-11页 |
| ·Previous Study on Advertising Translation at Home | 第11-13页 |
| Chapter Two Theoretical Framework | 第13-20页 |
| ·A Brief Introduction of Descriptive Transl ation Study | 第13-15页 |
| ·Toury's Translation Norms | 第15-20页 |
| ·The Nature of Norms | 第16-17页 |
| ·The Classification of Norms | 第17-18页 |
| ·The Significance and Limitations of Translational Norms | 第18-20页 |
| Chapter Three A General Study of Advertising | 第20-31页 |
| ·A Brief Introduction of Advertising | 第20-24页 |
| ·Definition of Advertisement | 第20-21页 |
| ·Classifications of Advertisement | 第21-22页 |
| ·Components of Advertisement | 第22-24页 |
| ·The Purposes and Functions of Advertisement | 第24-28页 |
| ·The Purposes of Advertisement | 第25-26页 |
| ·The Functions of Advertisement | 第26-28页 |
| ·Strategies for Advertising Translation | 第28-31页 |
| Chapter Four Advertising Translations Based on Translation Norms | 第31-49页 |
| ·Initial Norms on Advertising Translation | 第32-35页 |
| ·Adequate Translation | 第33-34页 |
| ·Acceptable Translation | 第34-35页 |
| ·Preliminary Norms on Advertising Translation | 第35-40页 |
| ·The Translation Policy | 第36-39页 |
| ·Directness of Translation | 第39-40页 |
| ·Operational Norms on Advertising Translation | 第40-49页 |
| ·Matericial Norms | 第41-44页 |
| ·Textual-linguistic Norms | 第44-49页 |
| Conclusion | 第49-51页 |
| Bibliography | 第51-55页 |
| Acknowledgements | 第55-56页 |
| 作者简介 | 第56页 |
| 攻读硕士学位期间研究成果 | 第56-57页 |
