| Abstract in English | 第1-7页 |
| Abstract in Chinese | 第7-8页 |
| List of Figure | 第8-12页 |
| Chapter 1 Introduction | 第12-15页 |
| ·Motivation and rational | 第12页 |
| ·Significance and aims | 第12-13页 |
| ·Objectives of the research | 第13-14页 |
| ·Organization of the thesis | 第14-15页 |
| Chapter 2 Literature Review | 第15-29页 |
| ·Theoretical framework of schema theory | 第15-22页 |
| ·The definition of schema | 第15-16页 |
| ·The features of schema | 第16-19页 |
| ·The categorizations of schema | 第19-22页 |
| ·Cook's categorization | 第19页 |
| ·Carrell's categorization | 第19-20页 |
| ·Rumelhart's categorization | 第20页 |
| ·Zhou Dubao's categorization | 第20-22页 |
| ·Previous study on the schema theory | 第22-23页 |
| ·Researches abroad on the schema theory | 第22页 |
| ·Domestic researches on the schema theory | 第22-23页 |
| ·The study on the sports advertising language | 第23-27页 |
| ·Introduction of sports advertising language | 第24-25页 |
| ·Features of sports advertising | 第25-27页 |
| ·Linguistic features of sports advertising | 第25-26页 |
| ·Other features of sports advertising | 第26-27页 |
| ·Previous studies on the sports advertising | 第27页 |
| ·The proposed framework | 第27-29页 |
| Chapter 3 The Application of Linguistic Schema | 第29-34页 |
| ·The linguistic context | 第29-30页 |
| ·The same characteristics of linguistic schemata | 第30-32页 |
| ·The simple language | 第30-31页 |
| ·Apparent alliteration | 第31页 |
| ·Close to culture | 第31-32页 |
| ·The requirements of linguistic schemata | 第32-34页 |
| ·To be plain | 第32-33页 |
| ·To be rhythmic | 第33页 |
| ·To be easy to remember | 第33-34页 |
| Chapter 4 The Application of Formal Schema | 第34-41页 |
| ·Similar forms of schemata | 第34-35页 |
| ·Different forms of schemata | 第35-39页 |
| ·The choice of the formal schemata | 第39-41页 |
| Chapter 5 The Application of Content Schema | 第41-53页 |
| ·The content schemata in the comprehension | 第41-48页 |
| ·Activating the prior schemata of translator | 第43-45页 |
| ·Adjusting the content schemata of translator | 第45-47页 |
| ·Enriching the content schemata of translator | 第47-48页 |
| ·The content schemata in the organization | 第48-53页 |
| ·Preparation of schemata for the translator | 第49-50页 |
| ·Activating schemata of target reader | 第50-53页 |
| Chapter 6 The Application of Cultural Schema | 第53-66页 |
| ·Culture in sports advertising | 第53-54页 |
| ·The different roles of cultural schemata in sports advertising | 第54-58页 |
| ·Spreading cultural schemata | 第55页 |
| ·Shaping enterprises' culture | 第55-56页 |
| ·Enriching social culture | 第56-57页 |
| ·Integrating Chinese and western culture | 第57-58页 |
| ·Strategies in the cultural translation of sports advertising language | 第58-66页 |
| ·The translatability of cultural schemata | 第58-59页 |
| ·The strategies in the cultural translation | 第59-66页 |
| Chapter 7 Conclusion | 第66-69页 |
| ·Findings of the study | 第66-68页 |
| ·Limitations and further suggestions of study | 第68-69页 |
| Bibliography | 第69-74页 |
| Appendix | 第74-84页 |
| Acknowledgements | 第84-85页 |
| 攻读学位期间取得的科研成果清单 | 第85页 |
