| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Introduction | 第9-11页 |
| Chapter One Theoretical Basis | 第11-22页 |
| 1．The Equivalence Theory | 第11-13页 |
| 2．The Communicative and Semantic Translation | 第13-22页 |
| 2．1 The Background | 第13-17页 |
| 2．2 The Characteristics of Communicative Translation | 第17-18页 |
| 2．3 The Characteristics of Semantic Translation | 第18-20页 |
| 2．4 The Distinctions Between Communicative and Semantic Translation | 第20-22页 |
| Chapter Two Advertising and Advertisement | 第22-27页 |
| 2．1 The Definition of Advertising | 第22-23页 |
| 2．2 The Classification of Advertisements | 第23-24页 |
| 2．3 The Purpose of Advertisements | 第24-25页 |
| 2．4 The Function of Advertisements Relating to the Use of Language | 第25-27页 |
| Chapter Three Principles and Strategies of Advertising Translation According to the Perspective of Equivalence Theory | 第27-42页 |
| 3．1 The Equivalence Theory and Advertising Translation | 第27-28页 |
| 3．2 Principles of Advertising Translation | 第28-36页 |
| 3．2．1 The Principle of the Dialectical Unity of Loyalty and Creativity | 第29-31页 |
| 3．2．2 The Principle of the Organic Combination of Seeking Equivalence and Seeking Beauty | 第31-32页 |
| 3．2．3 The Principle of Empathy | 第32-34页 |
| 3．2．4 The Principle of Interpersonal Reflection | 第34-36页 |
| 3．3 Strategies of Advertising Translation | 第36-42页 |
| 3．3．1 Conversion | 第36-37页 |
| 3．3．2 Parody | 第37-39页 |
| 3．3．3 Literal Translation | 第39-40页 |
| 3．3．4 Figurative Translation | 第40-42页 |
| Chapter Four Advertising Characteristics and Its Translation | 第42-71页 |
| 4．1 Cultural Characteristics and Advertising Translation | 第42-48页 |
| 4．1．1 Value Concepts | 第42-44页 |
| 4．1．2 Cultural Psychology | 第44-46页 |
| 4．1．3 Philosophical Ideas | 第46-48页 |
| 4．2 Lexical Characteristics and Advertising Translation | 第48-57页 |
| 4．2．1 Coinage, Misspelling and Loan Words | 第48-50页 |
| 4．2．2 Adjectives | 第50-53页 |
| 4．2．3 Short, Simple and Colloquial Verbs | 第53-56页 |
| 4．2．4 The Second Personal Pronouns | 第56-57页 |
| 4．3 Rhetorical Characteristics and Advertising Translation | 第57-64页 |
| 4．3．1 Personification | 第57-58页 |
| 4．3．2 Repetition | 第58-59页 |
| 4．3．3 Metaphors | 第59-63页 |
| 4．3．4 Puns | 第63-64页 |
| 4．4 Textual Characteristics and Advertising Translation | 第64-71页 |
| 4．4．1 Imperative Sentences | 第64-65页 |
| 4．4．2 Interrogative Sentences | 第65-66页 |
| 4．4．3 How-to Sentences and Elliptical Sentences | 第66-71页 |
| Conclusion | 第71-73页 |
| Acknowledgements | 第73-74页 |
| Bibliography | 第74-76页 |
| 原创性声明 | 第76页 |
