| Acknowledgements | 第1-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-11页 |
| Chapter 1 A Brief Survey of Semiotics | 第11-35页 |
| ·Semiotic Concepts in Translation | 第12-25页 |
| ·Functions of Signs | 第13-17页 |
| ·The Relationship among Sign,Signifier and Signified | 第17-19页 |
| ·Three Sign Relations and Corresponding Meanings | 第19-23页 |
| ·Icon,Index and Symbol in Advertisements | 第23-25页 |
| ·Semiotics in Advertisement Translation | 第25-35页 |
| ·Advantages of a Semiotic Approach to Advertisement Translation | 第25-29页 |
| ·Translation Types under the Direction of Semiotics | 第29-35页 |
| Chapter 2 Advertisement and Translation Strategies | 第35-51页 |
| ·Functions and Features of Advertisements | 第35-39页 |
| ·Fucntions of Advertisements | 第35-37页 |
| ·Features of Advertisements | 第37-39页 |
| ·Translation Strategies of Advertisements | 第39-51页 |
| ·Translation Strategies of Macro-components | 第39-42页 |
| ·Translation Strategies of Micro-components | 第42-45页 |
| ·Translation Strategies of Nonverbal Signs | 第45-51页 |
| Chapter 3 The Cultural Influence on Advertisement Translation | 第51-65页 |
| ·Culture and Its Influence on Translation | 第52-56页 |
| ·SL Cultural Influence on Advertisement Translation | 第53-54页 |
| ·TL Cultural Influence on Advertisement Translation | 第54-55页 |
| ·The Influence of Advertisement Translation on Cultures | 第55-56页 |
| ·Cultural Signs in Advertisement Translation | 第56-65页 |
| ·Cultural Signs in Advertisement | 第57-60页 |
| ·Semiotic Translation of Cultural Signs in Advertisements | 第60-65页 |
| Chapter 4 Practical Advertisement Translation Theories Guided by Semiotics | 第65-88页 |
| ·Principles of Advertisement Translation Directed by Semiotics | 第65-77页 |
| ·The Principle of Sign Equivalence | 第65-72页 |
| ·The Principle of Pragmatic Equivalence | 第72-77页 |
| ·Branding Translation under the Direction of Semiotics | 第77-88页 |
| ·A Process of Semiosis in Branding Translation | 第78-82页 |
| ·Integration of Advertisement Translation | 第82-86页 |
| ·Differentiation of Advertisement Translation | 第86-88页 |
| Chapter 5 Conclusion | 第88-90页 |
| Works Cited | 第90-93页 |
| 攻读硕士学位期间发表的论文和取得的科研成果 | 第93页 |
