| ABSTRACT | 第1-11页 |
| 摘要 | 第11-13页 |
| Introduction | 第13-17页 |
| Research Background | 第13页 |
| Current Study on Chinese-English Advertising | 第13-15页 |
| Significance of this Research | 第15页 |
| Structure of the Thesis | 第15-17页 |
| Chapter 1 The General Study of Advertising and Advertising Language | 第17-22页 |
| ·The General Introduction to Advertising | 第17-19页 |
| ·Definition of Advertising | 第17页 |
| ·Classification of Advertising | 第17-18页 |
| ·Functions of Advertising | 第18-19页 |
| ·Purposes of Advertising | 第19页 |
| ·Functions of Advertising Language | 第19-21页 |
| ·Informative Function | 第19-20页 |
| ·Appellative Function | 第20-21页 |
| ·Anonymous Function | 第21页 |
| ·Summary | 第21-22页 |
| Chapter 2 The Comparative Study of Chinese and English Commercial Advertisements in Language and Culture | 第22-37页 |
| ·The Comparative Study of the Language Features in Chinese and English Advertisements | 第22-31页 |
| ·The Similarities of Chinese and English Advertisements Language | 第22-27页 |
| ·The Differences between Chinese and English Advertisements Language | 第27-31页 |
| ·The Comparative Study of the Cultural Differences in Chinese and English Advertisements | 第31-36页 |
| ·Group Orientation vs. Individual Orientation | 第31-33页 |
| ·Indirect Communication vs. Direct Communication | 第33-34页 |
| ·Authority Orientation vs. Scientific Facts Orientation | 第34-35页 |
| ·Interpersonal Harmony vs. Interpersonal Disharmony | 第35-36页 |
| ·Homesickness vs.Migration | 第36页 |
| ·Summary | 第36-37页 |
| Chapter 3 German Functionalist Approach and Skopos Theory | 第37-44页 |
| ·Brief Introduction to German Functional Approach and the Development of Skopos Theory | 第37-39页 |
| ·Principles of Skppos Theory | 第39-42页 |
| ·Translation Brief | 第40页 |
| ·The Three Basic Rules | 第40-42页 |
| ·Summary | 第42-44页 |
| Chapter 4 Translation Strategy and Methods Proposed under the Guidance of Skopos Theory | 第44-57页 |
| ·Translation Strategy | 第44-46页 |
| ·Translation Methods | 第46-56页 |
| ·Literal Translation | 第46-47页 |
| ·Liberal Translation | 第47-52页 |
| ·Transliteration | 第52-53页 |
| ·Transliteration with Explanation | 第53-54页 |
| ·Creative Translation | 第54-56页 |
| ·Summary | 第56-57页 |
| Conclusion | 第57-59页 |
| Bibliography | 第59-62页 |
| Acknowledgements | 第62-63页 |
| 学位论文评阅及答辩情况表 | 第63页 |
