| Acknowledgements | 第1-5页 |
| Abstract (Chinese) | 第5-6页 |
| Abstract (English) | 第6-11页 |
| Introduction | 第11-15页 |
| ·Purpose and Significance of the Study | 第11-13页 |
| ·Structure of This Thesis | 第13-15页 |
| Chapter One A General Study of Advertisement | 第15-21页 |
| ·Definition of Advertisement | 第15页 |
| ·Functions of Advertisement | 第15-17页 |
| ·Roles of Advertisement | 第17-18页 |
| ·Marketing | 第17页 |
| ·Education | 第17页 |
| ·Communication | 第17-18页 |
| ·Commerce and Economy | 第18页 |
| ·Objectives of Advertisement | 第18-19页 |
| ·Classifications of Advertisement | 第19页 |
| ·Summary | 第19-21页 |
| Chapter Two Literature Review | 第21-28页 |
| ·Three General Rules of Translation | 第21页 |
| ·Eugene A. Nida’s Functional Equivalence Theory | 第21-24页 |
| ·Formal Equivalence | 第21-22页 |
| ·Dynamic Equivalence | 第22页 |
| ·Functional Equivalence | 第22-23页 |
| ·Feasibility of Applying Functional Equivalence in Ad Translation | 第23-24页 |
| ·Skopos Theory | 第24-28页 |
| ·Introduction of Skopos Theory | 第25页 |
| ·Three Translation Rules and Their Relationship | 第25-28页 |
| Chapter Three Features of Advertising Language | 第28-42页 |
| ·The Lexical Features of Advertising Language | 第28-30页 |
| ·Use of Informal and Spoken Language | 第28-29页 |
| ·Use of Quantity of Adjectives Comparative Degree and the Superlative Degree | 第29-30页 |
| ·Use New or Misspelling Words | 第30页 |
| ·The Syntactic Features of Advertising Language | 第30-33页 |
| ·More Simple Sentences | 第30-31页 |
| ·More Compound Structure, Less Principle and Subordinate Structure | 第31-32页 |
| ·More Active Voice, Less Passive Voice | 第32-33页 |
| ·Rhetorical Devices in Advertising Language | 第33-36页 |
| ·Personification | 第33页 |
| ·Pun | 第33-34页 |
| ·Rhyme | 第34页 |
| ·Parody | 第34-36页 |
| ·Cross-cultural Communication and Advertisement Translation | 第36-40页 |
| ·The Concept of Culture | 第36-37页 |
| ·Major Cultural Differences between Chinese and English Advertisements | 第37-39页 |
| ·Different Symbolic Meanings of Colors and Numbers in Advertisements | 第37-38页 |
| ·Collectivism versus Individualism | 第38页 |
| ·Governmental Authority versus Scientific Evidence | 第38-39页 |
| ·Cultural Adaptation in Advertisement Translation | 第39-40页 |
| ·Summary | 第40-42页 |
| Chapter Four An Exploration of Pun Translation in English Advertisement | 第42-60页 |
| ·Definition of puns | 第42-44页 |
| ·Classification of Puns | 第44-46页 |
| ·Homophonic Pun | 第44-45页 |
| ·Homographic puns | 第45-46页 |
| ·Puns on Both Pronunciation and Meaning | 第46页 |
| ·Characteristics of English Pun | 第46-48页 |
| ·Ambiguity | 第47页 |
| ·The double context | 第47-48页 |
| ·Functions of English Pun | 第48-50页 |
| ·To Make Language Humorous | 第48-49页 |
| ·To Make Language Ironical | 第49页 |
| ·To Strengthen the Readability of Advertisements | 第49-50页 |
| ·The Translating Methods of Pun in English Advertisement | 第50-57页 |
| ·Application of Functional Equivalence in Pun Translation | 第50-51页 |
| ·Literal Translation | 第51-53页 |
| ·Free Translation | 第53-54页 |
| ·Annotated Translation | 第54-55页 |
| ·Parody Translation | 第55-57页 |
| ·Requirements for Advertisement Translators | 第57-59页 |
| ·Mastery of English and Chinese | 第57-58页 |
| ·Mastery of Relevant Knowledge | 第58页 |
| ·Requirement of Creativity | 第58-59页 |
| ·Summary | 第59-60页 |
| Conclusion | 第60-63页 |
| Bibliography | 第63-65页 |
