| 学位论文创新性声明 | 第1页 |
| 关于论文使用授权的说明 | 第2-3页 |
| 摘要 | 第3-4页 |
| Abstract | 第4-7页 |
| INTRODUCTION | 第7-9页 |
| CHAPTER ONE A GENERAL STUDY OF ADVERTISING | 第9-21页 |
| ·DIMENSIONS OF ADVERTISING | 第9-16页 |
| ·Evolution of Advertising | 第9-10页 |
| ·Definition of Advertising | 第10-12页 |
| ·Basic Functions of Advertising | 第12-14页 |
| ·Requirements for Advertising | 第14页 |
| ·Structure of Advertising | 第14-16页 |
| ·THE LANGUAGE FEATURES OF ADVERTISING | 第16-18页 |
| ·CROSS-CULTURAL ADVERTISING | 第18-20页 |
| ·The Concept of Culture | 第18页 |
| ·Cross-cultural Advertising | 第18-20页 |
| ·SUMMARY | 第20-21页 |
| CHAPTER TWO PRAGMATIC FORCE AND PRAGMATIC TRANSLATION AS AN APPROACH TO EQUIVALENCE | 第21-32页 |
| ·A BRIEF INTRODUCTION TO PRAGMATICS | 第21-22页 |
| ·Pragmatics | 第21-22页 |
| ·Pragmatic Force | 第22页 |
| ·EQUIVALENCE IN TRANSLATION | 第22-28页 |
| ·Language Functions, Text-categories | 第22-23页 |
| ·Equivalence in Translation | 第23-28页 |
| ·Brief Background of Equivalence | 第23-25页 |
| ·Feasibility of Achieving Equivalence | 第25-26页 |
| ·Limitation of Translation Equivalence | 第26-28页 |
| ·Requirements for Translation Equivalence | 第28页 |
| ·PRAGMATIC TRANSLATION- AN APPROACH TO TRANSLATION EQUIVALENCE | 第28-31页 |
| ·Introduction to Pragmatic Translation | 第28-29页 |
| ·Pragmatic Equivalence in Translation | 第29-31页 |
| ·Pragmalinguistic Equivalence in Translation | 第29-30页 |
| ·Sociopragmatic Equivalence in Translation | 第30-31页 |
| ·Mixture of Pragmalinguistic and Sociopragmatic Equivalence in Translation | 第31页 |
| ·SUMMARY | 第31-32页 |
| CHAPTER THREE PRAGMATIC TRANSLATION OF ADVERTISING | 第32-43页 |
| ·PRAGMALINGUISTIC EQUIVALENCE IN ADVERTISING TRANSLATION | 第32-37页 |
| ·To identify the implicit pragmatic force | 第32-34页 |
| ·To convey the implied meaning of the deixis | 第34-35页 |
| ·To employ appropriate language forms to convey the original pragmatic meaning | 第35-37页 |
| ·SOCIOPRAGMATIC EQUIVALENCE IN ADVERTISING TRANSLATION | 第37-41页 |
| ·SUMMARY | 第41-43页 |
| CHAPTER FOUR PRAGMATIC FAILURE IN ADVERTISING TRANSLATION | 第43-54页 |
| ·PRAGMATIC FAILURE | 第43-45页 |
| ·Pragmalinguistic Failure | 第44页 |
| ·Sociopragmatic Failure | 第44-45页 |
| ·THE PRAGMATIC FAILURE IN ADVERTISING TRANSLATION | 第45-52页 |
| ·Pragmalinguistic Failure in Advertising Translation | 第45-49页 |
| ·Transference of Pragmatic Meaning | 第46-47页 |
| ·Overgeneralization of Linguistic Material | 第47-49页 |
| ·Sociopragmatic Failure in Advertising Translation | 第49-52页 |
| ·SUMMARY | 第52-54页 |
| CONCLUSION | 第54-57页 |
| ACKNOWLEDGEMENTS | 第57-59页 |
| REFERENCE | 第59-63页 |
| 研究成果 | 第63页 |
