| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-9页 |
| Chapter 1 Introduction | 第9-12页 |
| ·Background of the Research | 第9-10页 |
| ·Structure of the Thesis | 第10-12页 |
| Chapter 2 Literature Review | 第12-17页 |
| ·Previous Studies on Functionalist Skopos Theory Abroad | 第12-13页 |
| ·Previous Studies on Functionalist Skopos Theory at Home | 第13-17页 |
| Chapter 3 An Overview of advertising and advertising language | 第17-33页 |
| ·Introduction to Advertising | 第17-21页 |
| ·Definition of Advertising | 第17-18页 |
| ·Structure of advertising | 第18-19页 |
| ·Purpose of advertising | 第19-21页 |
| ·General properties of advertising language | 第21-24页 |
| ·Language features of English brand name and brand slogan | 第24-33页 |
| ·Linguistic features of brand name | 第24-26页 |
| ·Beauty in sound | 第25页 |
| ·Beauty in meaning | 第25-26页 |
| ·Beauty in form | 第26页 |
| ·Linguistic features of English brand slogan | 第26-33页 |
| ·Lexical feature | 第27-28页 |
| ·Syntactic feature | 第28-29页 |
| ·Rhetorical feature | 第29-33页 |
| Chapter 4 Skopostheorie for Advertising translation | 第33-42页 |
| ·Skopostheorie | 第33-39页 |
| ·Theoretical background of Skopostheorie | 第33-35页 |
| ·The development of Skopostheorie | 第35-39页 |
| ·The application of Skopostheorie to advertising translation | 第39-42页 |
| Chapter 5 Zero translation of ads from the perspective of Skopostheorie | 第42-58页 |
| ·A Survey of Zero Translation | 第42-44页 |
| ·An introduction to zero translation of ads | 第44-53页 |
| ·Pure zero translation of ads: transference | 第46-49页 |
| ·Transference in brand name translation | 第46-48页 |
| ·Transference in slogans translation | 第48-49页 |
| ·Relative zero translation of ads | 第49-53页 |
| ·Transliteration | 第50-51页 |
| ·Sound-meaning combination translation | 第51-53页 |
| ·The cause for the application of zero translation in advertising translation from the perspective of Skopostheorie | 第53-58页 |
| ·Skopos rule as the fundamental cause | 第53-55页 |
| ·Cultural reasons | 第55-58页 |
| ·Culture heterogeneity | 第55-56页 |
| ·Culture homogeneity | 第56-57页 |
| ·Culture intercourse | 第57-58页 |
| Chapter 6 Conclusion | 第58-60页 |
| ·Major Findings of the Study | 第58-59页 |
| ·Limitations of the Study | 第59页 |
| ·Suggestions for Further Study | 第59-60页 |
| Bibliography | 第60-64页 |
| Papers Published During the Study for M.A. Degree | 第64-65页 |
