| Acknowledgements | 第3-4页 |
| Abstract | 第4页 |
| 内容摘要 | 第5-8页 |
| Introduction | 第8-12页 |
| Chapter 1 On Advertising | 第12-30页 |
| 1.1 What Is Advertising | 第12-17页 |
| 1.1.1 The History of Advertising | 第12-14页 |
| 1.1.2 A Tentative Definition of Advertising | 第14-15页 |
| 1.1.3 Types of Advertising | 第15-17页 |
| 1.2 Characteristics of Advertising Language | 第17-30页 |
| 1.2.1 Lexical Level | 第18-22页 |
| 1.2.2 Syntactic Features | 第22-25页 |
| 1.2.3 Rhetorical Features | 第25-30页 |
| Chapter 2 The Functional Equivalence Theory and Advertising Translation | 第30-46页 |
| 2.1 On Translation Equivalence | 第30-36页 |
| 2.1.1 Catford and the Introduction of Translation Shifts | 第32-33页 |
| 2.1.2 Baker's Equivalence Theory | 第33-34页 |
| 2.1.3 Nida's Functional Equivalence Theory | 第34-36页 |
| 2.2 Functional Equivalence Theory and Making Adjustments in Advertising Translation | 第36-46页 |
| 2.2.1 Restrictions of Differences between English and Chinese | 第38-41页 |
| 2.2.2 Restrictions of Differences in Target Language Receptors | 第41-43页 |
| 2.2.3 Restrictions in the Cultural Differences between English and Chines | 第43-46页 |
| Chapter 3 Techniques of Translating Advertisement | 第46-60页 |
| 3.1 Three Levels of Adjustments in Translating Advertisement Texts | 第47-60页 |
| 3.1.1 The Verbal Level | 第47-50页 |
| 3.1.2 The Level of Audience | 第50-52页 |
| 3.1.3 The Cultural Level | 第52-60页 |
| Chapter 4 Techniques of Translating Brand Names | 第60-70页 |
| 4.1 Transliteration | 第61-64页 |
| 4.2 Literal Translation | 第64-67页 |
| 4.3 Combination of Transliteration of Literal Translation | 第67-68页 |
| 4.4 Creative Translation | 第68-70页 |
| Conclusion | 第70-73页 |
| Bibliography | 第73-74页 |
