| Acknowledgements | 第1-4页 |
| Abstract in Chinese | 第4-6页 |
| Abstract in English | 第6-8页 |
| Part One Introduction | 第8-10页 |
| Part Two A Brief Survey of Advertising | 第10-15页 |
| 2．1 Definition of advertising | 第10页 |
| 2．2 Classification of advertising | 第10-11页 |
| 2．3 Social fnnctions and the creative principle of advertising | 第11-12页 |
| 2．4 Main stylistic features of English in Advertising | 第12-14页 |
| 2．5 Rhetorical devices of English in advertising | 第14-15页 |
| Part Three F-E—an Effective Principle for C-E Ad．Translating | 第15-23页 |
| 3．1 A review and rethink of the dominant translation theories | 第15-16页 |
| 3．2 A brief introduction of Nida's F-E | 第16-19页 |
| 3．3 A feasibility study of Nida's F-E as a principle for C-E ad．Translating | 第19-23页 |
| Part Four The Requirements for F-E in C-E Ad．Translating | 第23-29页 |
| 4．1 Stylistic requirements for F-E | 第23-26页 |
| 4．2 The priority of content over form in C-E ad．translating | 第26-29页 |
| Part Five F-E & Handling of Cultural Differences in C-E Ad．Translating | 第29-40页 |
| 5．1 The relation between advertising and culture | 第29-30页 |
| 5．2 Cultural clashes between E&C in copy writing and translating | 第30-32页 |
| 5．3 F-E & the translation of Chinese trademark words | 第32-35页 |
| 5．4 F-E & the translation of Chinese messages | 第35-40页 |
| Part Six Conclusion | 第40-41页 |
| Bibliography | 第41-42页 |
