| 摘要 | 第1-6页 |
| Abstract | 第6-12页 |
| Introduction | 第12-16页 |
| Chapter 1 Reception Theory and Translation Study | 第16-28页 |
| ·The Origin and Development of Reception Theory | 第16-19页 |
| ·The Ideas from Reception Theory on Translation | 第19-28页 |
| ·Indeterminacy | 第19-22页 |
| ·The Role and Status of the Readers | 第22-23页 |
| ·The Horizon of Expectation of the Readers | 第23-28页 |
| Chapter 2 Survey of the Chinese and English Advertising | 第28-47页 |
| ·A Brief Introduction on Advertising | 第28-30页 |
| ·Cultural Differences Reflected in Chinese and English Advetising | 第30-44页 |
| ·Monism Versus Pluralism | 第31-34页 |
| ·Collectivism Versus Individualism | 第34-37页 |
| ·The Implicit Way Versus Direct Way | 第37-39页 |
| ·Respect of Authority Versus Respect of Facts | 第39-42页 |
| ·Past Orientation Versus Future Orientation | 第42-44页 |
| ·Significance of Culture in Advertising Translation | 第44-47页 |
| Chapter 3 Enlightenments from Reception Theory on Advertising Translation | 第47-57页 |
| ·Feasibility of Reception Theory for Advertising Translation | 第47-48页 |
| ·The Process of Advertising Translation | 第48-50页 |
| ·Specific Enlightenments on Advertising Translation | 第50-57页 |
| Chapter 4 Application of Reception Theory in Advertising Translation | 第57-86页 |
| ·Criteria for a Good Translation of Advertisement | 第57-62页 |
| ·Reflection of the Traditional Translation Criteria | 第57-58页 |
| ·Criteria of Advertising Translation | 第58-62页 |
| ·The Strategies of Advertising Translation | 第62-66页 |
| ·Translation of Advertisements from the Perspective of Reception Theory | 第66-86页 |
| ·Literal Translation | 第67-69页 |
| ·Free Translation | 第69-72页 |
| ·Parody | 第72-74页 |
| ·Transference | 第74-76页 |
| ·Semantic Transliteration | 第76-78页 |
| ·Addition | 第78-81页 |
| ·Abridgement | 第81-84页 |
| ·Modeling Translation | 第84-86页 |
| Conclusion | 第86-89页 |
| Notes | 第89-91页 |
| Bibliography | 第91-98页 |
| Acknowledgements | 第98-100页 |
| 攻读硕士学位期间主要的研究成果目录 | 第100页 |
