| 中文摘要 | 第1-5页 |
| Abstract | 第5-7页 |
| Contents | 第7-8页 |
| Chapter 1 Introduction | 第8-15页 |
| 1 Purpose and Significance | 第8-15页 |
| ·Purpose and Study | 第8-11页 |
| ·Literature Review | 第11-13页 |
| ·The Main Structure of the Thesis | 第13-15页 |
| Chapter 2 Language, Culture and Translation | 第15-20页 |
| ·The Notion of Culture and its Features | 第15-16页 |
| ·The Notion of Culture | 第15-16页 |
| ·Features of Culture | 第16页 |
| ·The Relationship of Language, Culture and Translation | 第16-20页 |
| ·Language and Culture | 第16-17页 |
| ·Translation and Culture | 第17-20页 |
| Chapter 3 The Fundamentals of Skopostheorie | 第20-24页 |
| ·Background and Development of the Theory | 第20页 |
| ·Development of the Theory | 第20-22页 |
| ·Basic Concepts of the Theory | 第22-24页 |
| ·Three Rules in Functionalist Approach | 第22-23页 |
| ·The Concept of Culture-specificity | 第23-24页 |
| Chapter 4 The Skopos Theoretic Approach to Ad Translation and the Cultural Differences in the Process | 第24-45页 |
| ·General Considerations of the Skopostheorie in Ad Translation | 第24-28页 |
| ·Ad Translation as Explained by Skopostheorie | 第24-25页 |
| ·The Translation Brief in Skopostheorie and Advertisement | 第25-26页 |
| ·The Status of Source Text and Target Text in Skopostheorie and Ad Translation | 第26-28页 |
| ·Skopostheorie as Applied to Ad Translation and the Cultural Differences in the Process | 第28-45页 |
| ·Differences in National Traits and Values | 第28-32页 |
| ·Differences in Historical Background | 第32-34页 |
| ·Differences in Cultural Allusions, Proverbs and Idioms | 第34-39页 |
| ·Different Attitudes towards Animals and Numbers | 第39-41页 |
| ·Differences in Psychology and Aspiration | 第41-45页 |
| Chapter 5 Strategies for Ad Translation Based on Skopostheorie | 第45-55页 |
| ·Semantic Transliteration | 第45-46页 |
| ·Literal Translation | 第46-48页 |
| ·Free Translation | 第48-49页 |
| ·Adaptation | 第49-55页 |
| ·Local Adaptation | 第50-52页 |
| ·Global Adaptation | 第52-55页 |
| Chapter 6 Conclusion | 第55-57页 |
| References | 第57-60页 |
| Acknowledgements | 第60页 |
