| 摘要 | 第1-4页 |
| 英文摘要 | 第4-8页 |
| Introduction | 第8-11页 |
| Chapter 1 Literature Review | 第11-20页 |
| ·Reviews on the Advertising Translation Theories | 第11-15页 |
| ·Hans J. Vermeer's Skopostheorie | 第12-13页 |
| ·Verschueren's Theory of Linguistic Adaptability | 第13-14页 |
| ·Eugene A. Nida's Functional Equivalence Theory | 第14-15页 |
| ·Reviews on the Combination of Pragmatics and Translation | 第15-18页 |
| ·Overseas Research | 第16-17页 |
| ·Domestic Research | 第17-18页 |
| ·Reviews on the Pragmatics in the Advertising Translation | 第18-19页 |
| ·Summary | 第19-20页 |
| Chapter 2 Basic Knowledge of the Properties of Advertising | 第20-34页 |
| ·What is Advertising? | 第20-21页 |
| ·Functions of Advertising | 第21-24页 |
| ·Types of Advertising | 第24-26页 |
| ·Advertising Language | 第26-33页 |
| ·The Similarities of Chinese Advertising and English Advertising | 第27-30页 |
| ·Abundant Utilization of Phonetic Characteristics | 第27-28页 |
| ·Brief and Easy-to-Understand Ways of Expressing | 第28-30页 |
| ·The Differences between Chinese Advertising and English Advertising | 第30-33页 |
| ·Speech Sound | 第30-31页 |
| ·Wording | 第31-32页 |
| ·Syntax | 第32-33页 |
| ·Summary | 第33-34页 |
| Chapter 3 Principle of Pragmatic Equivalence | 第34-43页 |
| ·Pragmatic Vagueness and Pragmatic Failure | 第34-41页 |
| ·What are Pragmatic Vagueness and Pragmatic Failure? | 第34-37页 |
| ·Pragmatic Vagueness | 第35页 |
| ·Pragmatic Failure | 第35-37页 |
| ·Pragmatic Failure in the English Translation of Chinese Advertising | 第37-41页 |
| ·Pragmalinguistic Failure | 第37-39页 |
| ·Sociopragmatic Failure | 第39-41页 |
| ·The Principle of Pragmatic Equivalence | 第41-42页 |
| ·What is Pragmatic Equivalence? | 第41页 |
| ·Pragmatic Equivalence in the English Translation of Chinese Advertising | 第41-42页 |
| ·Summary | 第42-43页 |
| Chapter 4 Cooperative Principle Leads to Pragmatic Equivalence | 第43-56页 |
| ·Grice's Cooperative Principle | 第43-45页 |
| ·Cooperation in the English translation of Chinese Advertising | 第45-55页 |
| ·In the Process of Understanding the Chinese Advertising | 第45-46页 |
| ·In the Process of English Translation of Chinese Advertising. | 第46-55页 |
| ·Maxim of Quantity | 第47-48页 |
| ·Maxim of Quality | 第48-51页 |
| ·Maxim of Relation | 第51-53页 |
| ·Maxim of Manner | 第53-55页 |
| ·Summary | 第55-56页 |
| Chapter 5 Relevance Theory Leads to Pragmatic Equivalence | 第56-67页 |
| ·What is Relevance Theory? | 第56-59页 |
| ·Factors Influencing the Degree of Relevance | 第57-58页 |
| ·Optimal Relevance | 第58-59页 |
| ·Relevance Theory in the English Translation of Chinese Advertising | 第59-66页 |
| ·Advertising Translation is an Ostensive-Inferential Communication | 第59-60页 |
| ·Optimal Relevance in the English Translation of Chinese Advertising | 第60-66页 |
| ·Being Optimal Relevant to the Source Advertisement | 第61-63页 |
| ·Being Optimal Relevant to what is advertised | 第63-65页 |
| ·Being Optimal Relevant to the Target Audience | 第65-66页 |
| ·Summary | 第66-67页 |
| Conclusion | 第67-70页 |
| Bibliography | 第70-74页 |
| 本人在读期间科研成果简介 | 第74-76页 |
| Acknowledgements | 第76页 |
