| ABSTRACT | 第3页 |
| 摘要 | 第4-7页 |
| CHAPTER I INTRODUCTION | 第7-12页 |
| 1.1 Background of the Study | 第7-9页 |
| 1.2 Purpose and Significance of the Study | 第9-10页 |
| 1.3 Structure of the Thesis | 第10-12页 |
| CHAPTER II LITERATURE REVIEW | 第12-17页 |
| 2.1 Study on Applicability of German Functionalist Approaches | 第12-13页 |
| 2.2 Previous Study on Advertising Translation | 第13-15页 |
| 2.2.1 Previous Study on Advertising Translation Abroad | 第13-15页 |
| 2.2.2 Previous Study on Advertising Translation in China | 第15页 |
| 2.3 Present Situation of Study on Advertising Translation | 第15-17页 |
| CHAPTER III THEORETICAL FRAMEWORK | 第17-27页 |
| 3.1 Overview of German Functionalist Approaches | 第17-19页 |
| 3.2 Development of German Functionalist Approaches | 第19-24页 |
| 3.2.1 Kantharina Reiss’s Functional Category of Translation Criticism | 第19-20页 |
| 3.2.2 Hans J. Vermeer’s Skopostheorie | 第20-22页 |
| 3.2.3 Justa Holz Manttari’s Theory of Translational Action | 第22-23页 |
| 3.2.4 Christiane Nord’s Function plus Loyalty | 第23-24页 |
| 3.3 Translation Rules of Functionalist Approaches and Their Relationship | 第24-27页 |
| 3.3.1 Skopos Rule | 第24-25页 |
| 3.3.2 Coherence Rule | 第25页 |
| 3.3.3 Fidelity Rule | 第25-27页 |
| CHAPTER IV A BRIEF INTRODUCTION TO ADVERTISING | 第27-43页 |
| 4.1 Definition of Advertising | 第27-29页 |
| 4.2 Classification of Advertising | 第29-30页 |
| 4.3 Purpose and Functions of Advertising | 第30-31页 |
| 4.4 Features of Advertising Language | 第31-43页 |
| 4.4.1 Lexical Features | 第32-35页 |
| 4.4.2 Syntactical Features | 第35-38页 |
| 4.4.3 Rhetorical Features | 第38-43页 |
| CHAPTER V APPLICATION OF FUNCTIONALIST APPROACHES IN ADVERTISING TRANSLATION | 第43-62页 |
| 5.1 Specialty of Advertising Translation | 第43-44页 |
| 5.2 Enlightenment of Functionalist Approaches in Advertising Translation | 第44-48页 |
| 5.2.1 Importance of Translators in Translation | 第46页 |
| 5.2.2 Emphasis on the Role of Target Receiver | 第46-47页 |
| 5.2.3 Flexible Choice of Translation Strategies | 第47-48页 |
| 5.3 Principles for Advertising Translation | 第48-53页 |
| 5.3.1 Skopos Rule as the Essential Principle | 第49-50页 |
| 5.3.2 Coherence Rule and Fidelity Rule as Subordinate Principles | 第50-53页 |
| 5.4 Suggested Methods for Advertising Translation | 第53-62页 |
| 5.4.1 Literal Translation | 第53-55页 |
| 5.4.2 Free Translation | 第55-56页 |
| 5.4.3 Supplementary Translation | 第56-57页 |
| 5.4.4 Condensed Translation | 第57-58页 |
| 5.4.5 Imitative Translation | 第58-60页 |
| 5.4.6 Rewriting | 第60-62页 |
| CHAPTER VI CONCLUSION | 第62-65页 |
| REFERENCES | 第65-67页 |
