| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| Introduction | 第10-16页 |
| Chapter 1 Literature Review | 第16-38页 |
| ·The Definition of Advertisement | 第16-18页 |
| ·Elements of Advertisement | 第18-21页 |
| ·Trademarks | 第18-19页 |
| ·Headings and Slogans | 第19-20页 |
| ·Body | 第20-21页 |
| ·Functions of Advertising | 第21-22页 |
| ·Linguistic Features | 第22-33页 |
| ·Lexical Features of English and Chinese Advertisements | 第22-26页 |
| ·Lexical Features of English Advertisements | 第22-25页 |
| ·Lexical Features of Chinese Advertisements | 第25-26页 |
| ·Syntactical Features of English and Chinese Advertisements | 第26-30页 |
| ·Syntactical Features of English Advertisements | 第26-29页 |
| ·Syntactical Features of Chinese Advertisements | 第29-30页 |
| ·Rhetorical Devices in English and Chinese Advertisements | 第30-33页 |
| ·Rhetorical Devices in English Advertisements | 第30-32页 |
| ·Rhetorical Devices in Chinese Advertisements | 第32-33页 |
| ·Studies on Advertisement Translation | 第33-38页 |
| ·Overseas Studies | 第34-35页 |
| ·Domestic Studies | 第35-36页 |
| ·Comments on Previous Studies | 第36页 |
| ·Summary | 第36-38页 |
| Chapter 2 The Theoretical Foundation:Functional Equivalence Theory | 第38-50页 |
| ·Nida's Functional Equivalence Theory | 第38-44页 |
| ·Dynamic Equivalence and Functional Equivalence | 第38-42页 |
| ·Nida's Main Points of Functional Equivalence | 第42-44页 |
| ·The Feasibility of Applying Functional Equivalence to Advertisement Translation | 第44-50页 |
| Chapter 3 The Application of Functional Equivalence Theory to Advertisement Translation | 第50-88页 |
| ·Functional Equivalence on the Target-language Orientation | 第50-56页 |
| ·Functional Equivalence on the Lexical Level | 第50-52页 |
| ·Functional Equivalence on the Syntactic Level | 第52-54页 |
| ·Functional Equivalence on the Rhetorical Level | 第54-56页 |
| ·Functional Equivalence on the Target-culture Orientation | 第56-71页 |
| ·Cultural Differences in Chinese and English Advertisements | 第56-65页 |
| ·Collectivism versus Individualism | 第57-59页 |
| ·Authority versus Fact | 第59-61页 |
| ·Modesty versus Superiority | 第61-63页 |
| ·Implicitness versus Directness | 第63-65页 |
| ·Functional Equivalence on Culture Level | 第65-71页 |
| ·Effective Strategies | 第71-88页 |
| ·Literal Transfer | 第72-76页 |
| ·Literal Translation | 第73-74页 |
| ·Transliteration | 第74-76页 |
| ·Adaptive Transfer | 第76-88页 |
| Conclusion | 第88-90页 |
| Bibliography | 第90-94页 |
| Acknowledgements | 第94-96页 |
