| 摘要 | 第4-5页 |
| Abstract | 第5页 |
| Introduction | 第8-10页 |
| Chapter One Literature Review and Theoretical Background | 第10-21页 |
| 1.1 Theories of Translatability and Untranslatability | 第10-14页 |
| 1.1.1 Concept of Translatability and Untranslatability | 第10-12页 |
| 1.1.2 Different ways of Categorizing Translatability and Untranslatability | 第12-14页 |
| 1.2 A Review of Studies on Translatability and Untranslatability | 第14-15页 |
| 1.3 A Review of studies on Loss in Translation | 第15-16页 |
| 1.4 A Review of Studies on Transformation of Untranslatability | 第16-18页 |
| 1.5 A Review of Studies on Advertisement Translation | 第18-21页 |
| Chapter Two Linguistic and Cultural Untranslatability in Chinese-English Advertising Translation | 第21-27页 |
| 2.1 Causes of Linguistic and Cultural Translatability and Untranslatability | 第21页 |
| 2.2 Linguistic Untranslatability | 第21-24页 |
| 2.2.1 Untranslatability at Phonetic Level | 第22-23页 |
| 2.2.2 Untranslatability at Graphic Level | 第23页 |
| 2.2.3 Untranslatability at Rhetorical Level | 第23-24页 |
| 2.3 Cultural Untranslatability | 第24-26页 |
| 2.3.1 Untranslatability at Level of Substantial Culture | 第24-25页 |
| 2.3.2 Untranslatability at Level of Spiritual Culture | 第25-26页 |
| 2.4 Summary | 第26-27页 |
| Chapter Three Losses in Chinese-English Advertising Translation and Compensation Methods | 第27-37页 |
| 3.1 Categories of Losses | 第27-32页 |
| 3.1.1 Loss of Rhetorical Devices | 第27-30页 |
| 3.1.1.1 Loss of Antithesis | 第27-28页 |
| 3.1.1.2 Loss of Rhyming | 第28-29页 |
| 3.1.1.3 Loss of Puns | 第29-30页 |
| 3.1.2 Loss of Implicit Information | 第30-31页 |
| 3.1.2.1 Loss of Identity | 第30页 |
| 3.1.2.2 Loss of Allusion | 第30-31页 |
| 3.1.3 Loss of Humor | 第31-32页 |
| 3.1.4 Summary | 第32页 |
| 3.2 Compensation Methods Applied to Transformation of Untranslatability in Chinese-English Advertising Translation | 第32-37页 |
| 3.2.1 Text Note | 第33页 |
| 3.2.2 Parody | 第33-34页 |
| 3.2.3 Substitution | 第34-35页 |
| 3.2.4 Transliteration | 第35页 |
| 3.2.5 Recreation | 第35-37页 |
| Chapter Four Example Analysis of Advertising Translation | 第37-50页 |
| 4.1 The Necessity of Transformation | 第37-38页 |
| 4.2 Example Analysis at Advertising Slogan Level | 第38-44页 |
| 4.2.1 Requirements for Translation of Advertising Slogans | 第38-39页 |
| 4.2.2 Untranslatability at Advertising Slogan Level and its Transformation | 第39-44页 |
| 4.2.2.1 Untranslatability of Homophonic Puns and its Transformation | 第39-40页 |
| 4.2.2.2 Untranslatability of Semantic Puns and its Transformation | 第40-41页 |
| 4.2.2.3 Untranslatability of Humor and its Transformation | 第41-42页 |
| 4.2.2.4 Untranslatability of Rhyming and its Transformation | 第42-43页 |
| 4.2.2.5 Untranslatability of Linguistic Uniqueness and its Transformation | 第43-44页 |
| 4.3 Example Analysis at Trademark Word Level | 第44-50页 |
| 4.3.1 Categories of Trademark Words | 第44-45页 |
| 4.3.2 Requirements for Translation of Trademark Words | 第45-46页 |
| 4.3.3 Untransiatability at Trademark Word Level and its Transformation | 第46-50页 |
| 4.3.3.1 Untranslatability of Name Trademark Words and its Transformation | 第46-47页 |
| 4.3.3.2 Untranslatability of Word Trademark Words and its Transformation | 第47页 |
| 4.3.3.3 Untranslatability of Arbitrary Trademark Words and its Transformation | 第47-50页 |
| Chapter Five Possible Development of Untranslatability in the Future | 第50-54页 |
| 5.1 New Untranslatable Elements | 第50-51页 |
| 5.2 Future of the Transformation of Untranslatability | 第51-54页 |
| 5.2.1 Untranslatability Which Can Be Transformed into Translatability | 第51-52页 |
| 5.2.2 Untranslatability Which Cannot Be Transformed into Translatability | 第52-54页 |
| Conclusion | 第54-57页 |
| References | 第57-60页 |
| Acknowledgements | 第60页 |
