| Acknowledgements | 第1-5页 |
| Abstract | 第5-9页 |
| Part Ⅰ Introduction | 第9-14页 |
| Part Ⅱ Literature Review | 第14-24页 |
| 2．1 Relevant Translation Theories | 第14-19页 |
| 2．1．1 Inadequacy of Traditional Approaches | 第14-15页 |
| 2．1．2 Functional / Dynamic Equivalence | 第15-17页 |
| 2．1．3 Skopos Theory | 第17-18页 |
| 2．1．4 Intercultural Communication and Translation | 第18-19页 |
| 2．2 Previous Studies | 第19-23页 |
| 2．2．1 Candace Seguinot's Study | 第19-20页 |
| 2．2．2 Smith & Klein-Braley's Study | 第20页 |
| 2．2．3 Mathieu Guidere's Study | 第20-21页 |
| 2．2．4 Some Chinese Translators' Studies on Advertising Translation | 第21-23页 |
| 2．3 Summary | 第23-24页 |
| Part Ⅲ Features of Advertisements | 第24-37页 |
| 3．1 Definition of Advertising | 第24-26页 |
| 3．2 Purpose & Functions of Advertisements | 第26-28页 |
| 3．3 Linguistic Features of Advertisements | 第28-35页 |
| 3．3．1 Lexical Features | 第28-30页 |
| 3．3．2 Syntactical Features | 第30-31页 |
| 3．3．3 Rhetorical Features | 第31-35页 |
| 3．4 Implications on Translation of Chinese and English Advertisements | 第35-37页 |
| Part Ⅳ Cross-cultural Communication and Advertising Culture | 第37-63页 |
| 4．1 Cross-cultural Communication and Advertising Translation | 第37-44页 |
| 4．1．1 Relationship between Communication and Culture | 第37-41页 |
| 4．1．2 Cross-cultural Communication | 第41-42页 |
| 4．1．3 Cross-cultural Communication and Advertisements | 第42-44页 |
| 4．2 Cultural Comparison Between Chinese and English | 第44-47页 |
| 4．2．1 Cultural Differences | 第44-45页 |
| 4．2．2 Cultural Blanks and Cultural Conflicts | 第45-47页 |
| 4．3 Comparison between Chinese and English Advertisements | 第47-61页 |
| 4．3．1 Linguistic Differences Reflected in Advertisements | 第47-51页 |
| 4．3．2 Cultural Differences Reflected in Advertisements | 第51-61页 |
| 4．4 Implications on Advertising Translation | 第61-63页 |
| Part Ⅴ Advertising Translation in Light of Cross-cultural Communication | 第63-104页 |
| 5．1 Necessity of Advertising Translation in Light of Cross-cultural Communication | 第63-65页 |
| 5．2 Localization of Advertising Translation | 第65-71页 |
| 5．3 Exploring Translation Techniques to Solve Cultural Barriers | 第71-73页 |
| 5．4 Translation Methods of Advertisements | 第73-88页 |
| 5．4．1 Literal Translation | 第73-75页 |
| 5．4．2 Free Translation | 第75-76页 |
| 5．4．3 Transliteration | 第76页 |
| 5．4．4 Semantic transliteration | 第76-77页 |
| 5．4．5 Addition | 第77-79页 |
| 5．4．6 Abridgement | 第79-81页 |
| 5．4．7 Adaptation | 第81-83页 |
| 5．4．8 Imitation (Parody) | 第83-84页 |
| 5．4．9 Method ofTaking the Advantage of Other Rhetorical Devices | 第84-86页 |
| 5．4．10 Method of Making Use of Four-character Phrases | 第86-88页 |
| 5．5 Application in Advertising Translation | 第88-102页 |
| 5．5．1 Translating Brand Names | 第88-92页 |
| 5．5．2 Translating Headlines & Slogans | 第92-95页 |
| 5．5．3 Translating Body Copies | 第95-102页 |
| 5．6 Summary | 第102-104页 |
| Part Ⅵ Conclusion | 第104-106页 |
| Bibliography | 第106-112页 |
| Theses Published during Studying for the Master's Degree | 第112-113页 |
| Academic Activity during Studying for the Master's Degree | 第113页 |
