| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 摘要 | 第7-11页 |
| Chapter 1 Introduction | 第11-21页 |
| ·Introduction to Advertising | 第11-17页 |
| ·The Definitions of Advertising | 第11-13页 |
| ·The Classifications and Structure of Advertising | 第13-14页 |
| ·Functions of Advertising | 第14-15页 |
| ·Features of Advertising Language | 第15-17页 |
| ·Introduction to the Thesis | 第17-21页 |
| ·Research Motivation | 第17-19页 |
| ·Approach and Methodology | 第19页 |
| ·Structure of the Thesis | 第19-21页 |
| Chapter 2 Literature Review | 第21-29页 |
| ·Literature Review of Ad Translation | 第21-26页 |
| ·Traditional Chinese Translation Theories | 第21-23页 |
| ·Equivalence-based Linguistic Approach | 第23-25页 |
| ·Functionalist Approach | 第25-26页 |
| ·Relevance-theoretic Approach | 第26-28页 |
| ·Summary | 第28-29页 |
| Chapter 3 Application of RT to Ads Translation | 第29-47页 |
| ·Key Concepts of Relevance Theory | 第29-32页 |
| ·Ostensive-Inferential Communication | 第29-30页 |
| ·Principle of Relevance | 第30-31页 |
| ·“Effort”and “Effect”in Relevance | 第31-32页 |
| ·Relevance Theory and Translation | 第32-36页 |
| ·Enlightenments of RT on Ad Translation | 第36-45页 |
| ·Aim of Ad Translation | 第36-37页 |
| ·Ads and Their Context | 第37-43页 |
| ·The Translator’s Inferential Role in Ad Translation Process | 第43-45页 |
| ·Summary | 第45-47页 |
| Chapter 4 Ad Translation Strategies in the Light of RT | 第47-75页 |
| ·Creative Cutting | 第48-55页 |
| ·Inventive Expansion | 第55-58页 |
| ·Flexible Adaptation or even Rewriting to Attract the Target Audiences | 第58-72页 |
| ·Adaptation to the Target Language Structure | 第59-62页 |
| ·Adaptation to the Target Idioms, Images and Proverbs | 第62-64页 |
| ·Adaptation to the Target Culture | 第64-72页 |
| ·Literal Translation/ Semantic Translation | 第72-73页 |
| ·Summary | 第73-75页 |
| Chapter 5 Conclusion | 第75-79页 |
| ·General Summary | 第75-76页 |
| ·Research Findings and Implications | 第76-77页 |
| ·Limitations and Suggestions for Further Study | 第77-79页 |
| Bibliography | 第79-83页 |
