| ABSTRACT | 第1-8页 |
| 摘要 | 第8-9页 |
| Contents | 第9-12页 |
| Chapter Ⅰ Introduction | 第12-14页 |
| Chapter Ⅱ Brief Introduction to Advertisement | 第14-20页 |
| ·Definition of Advertisement | 第14页 |
| ·Functions of Advertisement | 第14-16页 |
| ·Marketing Function | 第14-15页 |
| ·Communication Function | 第15页 |
| ·Economic Function | 第15页 |
| ·Social Function | 第15-16页 |
| ·Educational Function | 第16页 |
| ·Objectives of Advertisement | 第16页 |
| ·Classification of Advertisement | 第16-17页 |
| ·Elements of Advertisement | 第17-20页 |
| ·Headline | 第17-18页 |
| ·Body copy | 第18-19页 |
| ·Slogan | 第19页 |
| ·Trademark | 第19页 |
| ·Illustration | 第19-20页 |
| Chapter Ⅲ A Comparative Study of Linguistic Characteristics of English and Chinese Advertisements | 第20-32页 |
| ·Lexical Characteristics of English and Chinese Advertisements | 第20-23页 |
| ·Frequent Use of Verbs and Adjectives in English and Chinese Advertisements | 第20-21页 |
| ·Verbs | 第20-21页 |
| ·Adjectives | 第21页 |
| ·Frequent Use of Abbreviations and Clever Use of Coinages in English Advertisements | 第21-22页 |
| ·Abbreviations | 第21-22页 |
| ·Coinages | 第22页 |
| ·Frequent Use of Four\Seven-character Structures and Rhyming Compounds in Chinese Advertisements | 第22-23页 |
| ·Four\seven-character Structures | 第22-23页 |
| ·Rhyming Compounds | 第23页 |
| ·Widely-applied Rhetorical Devices in English and Chinese Advertisements | 第23-28页 |
| ·Parallelism and Antitheses in English and Chinese Advertisements | 第23-24页 |
| ·Parallelism | 第24页 |
| ·Antithesis | 第24页 |
| ·Simile, Metaphor, Personification, Hyperbole, Pun and Parody in English and Chinese Advertisements | 第24-26页 |
| ·Simile and Metaphor | 第24-25页 |
| ·Personification | 第25页 |
| ·Hyperbole | 第25-26页 |
| ·Pun | 第26页 |
| ·Parody | 第26页 |
| ·Repetition and Rhyme in English and Chinese Advertisements | 第26-27页 |
| ·Repetition | 第26-27页 |
| ·Rhyme | 第27页 |
| ·Palindrome in Chinese Advertisements | 第27-28页 |
| ·Syntactical Characteristics of English and Chinese Advertisements | 第28-32页 |
| ·Frequent Use of Simple Sentences in English and Chinese Advertisements | 第28页 |
| ·Frequent Use of Interrogative and Imperative Sentences in English and Chinese Advertisements | 第28-29页 |
| ·Interrogative Sentences | 第28-29页 |
| ·Imperative Sentences | 第29页 |
| ·Frequent Use of Elliptical Sentences, Disjunctive Sentences and Direct Speech in English Advertisements | 第29-30页 |
| ·Elliptical sentences | 第29-30页 |
| ·Disjunctive Sentences | 第30页 |
| ·Direct Speech | 第30页 |
| ·Frequent Use of Exclamatory Sentences in Chinese Advertisements | 第30-32页 |
| Chapter Ⅳ Debates on English Translation of Chinese Advertisements and Related Theories by Newmark | 第32-39页 |
| ·Some Debates on English Translation of Chinese Advertisements | 第32-34页 |
| ·German Functionalism's Skopostheorie | 第32-33页 |
| ·Nida's Functional Equivalence Theory | 第33-34页 |
| ·Newmark's Theories and Translation of Advertisements | 第34-39页 |
| ·Functions of Language in General and Functions of Advertisement Language | 第35页 |
| ·Text Typology and Advertisements | 第35-36页 |
| ·Communicative Translation Theory and Vocative Texts | 第36-37页 |
| ·Equivalent Effect | 第37-39页 |
| Chapter Ⅴ Commonly-applied Translation Techniques in English Translation of Chinese Advertisements | 第39-48页 |
| ·Phonetic Translation Technique—Transliteration | 第39-41页 |
| ·Lexical Translation Techniques | 第41-45页 |
| ·Literal Translation | 第41页 |
| ·Free Translation | 第41-43页 |
| ·Amplification | 第43-44页 |
| ·Omission | 第44-45页 |
| ·Syntactical Translation Techniques | 第45-48页 |
| ·Division | 第45页 |
| ·Parody | 第45-46页 |
| ·Adaptation | 第46-48页 |
| Chapter Ⅵ Difficulties in Transferring of Cultural Concepts in English Translation of Chinese Advertisements and Some Effective Ways Suggested | 第48-61页 |
| ·Relationships among Culture, Language and Translation | 第48-49页 |
| ·Causes of Difficulties in Transferring of Cultural Concepts in English Translation of Chinese Advertisements | 第49-54页 |
| ·Differences in Philosophy | 第49页 |
| ·Differences in Values | 第49-52页 |
| ·Collectivism vs.Individualism | 第49-50页 |
| ·Authority vs.Fact | 第50-51页 |
| ·Respect for the Old vs.Ignorance of the Old | 第51页 |
| ·Emotion of Homesickness vs.Tendency to Migration | 第51-52页 |
| ·Differences in Consuming Psychology | 第52-53页 |
| ·Self-centered vs.Consumer-centered | 第52页 |
| ·Physiological Needs vs.Spiritual Needs | 第52-53页 |
| ·Past Orientation vs.Future Orientation | 第53页 |
| ·Differences in Mode of Thinking | 第53-54页 |
| ·Some Effective Ways in Transferring of Cultural Concepts in English Translation of Chinese Advertisements | 第54-61页 |
| ·Transliteration plus Free Translation | 第54页 |
| ·Transliteration plus Amplification | 第54-55页 |
| ·Literal Translation plus Free Translation | 第55-56页 |
| ·Amplification plus Omission | 第56-57页 |
| ·Conversion | 第57-58页 |
| ·Conversion of Images | 第57页 |
| ·Conversion of Perspectives | 第57-58页 |
| ·Shifting of Emotions | 第58-59页 |
| ·Combination of Adaptation plus Amplification plus Omission | 第59-61页 |
| Conclusion | 第61-62页 |
| Bibliography | 第62-63页 |
