| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Introduction | 第9-13页 |
| Chapter Ⅰ Advertisement and Advertisement Translation | 第13-26页 |
| ·General Description of advertising | 第13-20页 |
| ·Definition of Advertising | 第13-15页 |
| ·Types of Advertisement | 第15-16页 |
| ·Components of Advertisement | 第16-19页 |
| ·Functions of Advertising | 第19-20页 |
| ·Previous studies on advertising translation | 第20-26页 |
| ·Hurbin (1972) | 第20-21页 |
| ·Tatilon (1990) | 第21-22页 |
| ·Candace Seguinot(1995) | 第22-23页 |
| ·Smith &Klein-Braleo(1997) | 第23-24页 |
| ·Malhieu Guidere (2000) | 第24-25页 |
| ·Summary | 第25-26页 |
| Chapter Ⅱ German Functionalist Approach and Its Enlightenment on Advertising Translation | 第26-35页 |
| ·Background of the theory | 第26-27页 |
| ·The development of the theory | 第27-29页 |
| ·Main concepts of the theory | 第29-31页 |
| ·Enlightenment of the theory on ad translation | 第31-35页 |
| Chapter Ⅲ Advertising Translation Strategies in the Light of Functionalist Approach | 第35-72页 |
| ·Target-Language Orientation Strategy of Advertising Translation | 第35-59页 |
| ·Target Language Orientation on Lexical Level | 第36-43页 |
| ·Target Language Orientation on Syntactic Level | 第43-49页 |
| ·Target language Orientation on Rhetorical Level | 第49-59页 |
| ·Target -Culture Orientation Strategy of Advertising Translation | 第59-70页 |
| ·Monism versus Pluralism or Dualism | 第62-64页 |
| ·Collectivism versus Individualism | 第64-69页 |
| ·Past Orientation versus Future Orientation | 第69-70页 |
| ·Summary | 第70-72页 |
| Chapter Ⅳ Advertising Translation Techniques from the Perspective of Functionalist Approach | 第72-92页 |
| ·Literal Transfer | 第72-75页 |
| ·Amplification | 第75-77页 |
| ·Contraction | 第77-81页 |
| ·Adaptation | 第81-83页 |
| ·Imitation | 第83-86页 |
| ·Semantic Transliteration | 第86页 |
| ·Free Translation | 第86-88页 |
| ·Modeling Translation | 第88-90页 |
| ·Zero Translation | 第90-91页 |
| ·Summary | 第91-92页 |
| Chapter Ⅴ The Comprehensive Assessment of Advertising Translation Quality in 1ight of Functionalist Approach | 第92-106页 |
| ·Equivalent effect principle | 第92-94页 |
| ·Commercial effect in target culture standard | 第94-99页 |
| ·Comprehensive standard | 第99-106页 |
| Conclusion | 第106-109页 |
| Bibliography | 第109-112页 |
| Acknowledgement | 第112页 |
