| Acknowledgements | 第1-4页 |
| Abstract | 第4-6页 |
| 摘要 | 第6-7页 |
| Contents | 第7-9页 |
| Introduction | 第9-12页 |
| Chapter One Theoretical Background | 第12-20页 |
| ·Pragmatic Failures | 第12-16页 |
| ·Definition of Pragmatic Failures | 第12-13页 |
| ·Pragmalinguistic Failures and Sociopragmatic Failures | 第13-15页 |
| ·Pragmatic Transfer | 第15-16页 |
| ·Adaptation Theory | 第16-20页 |
| ·Three Properties of Language | 第16-17页 |
| ·Aspects of Meaningful Functioning of Language | 第17-18页 |
| ·Summary | 第18-20页 |
| Chapter Two Advertisement and Advertisement Translation | 第20-28页 |
| ·Advertisement | 第20-23页 |
| ·Definition of Advertisement | 第20-21页 |
| ·Classification of Advertisement | 第21-22页 |
| ·Function of Advertisement | 第22-23页 |
| ·Advertisement Translation | 第23-28页 |
| ·Present Studies of Advertisement Translation Aboard | 第23-25页 |
| ·Present Studies of Advertisement Translation at Home | 第25-26页 |
| ·Reflection on the Present Situation of Advertisement Translation | 第26-28页 |
| Chapter Three Pragmatic Failures in Translating English and Chinese Advertisements | 第28-37页 |
| ·Pragmalinguistic Failures in Translation | 第28-32页 |
| ·Pragmalinguistic Failures in Translating Brand Names | 第28-29页 |
| ·Pragmalinguistic Failures in Translating Headlines and Slogans | 第29-31页 |
| ·Pragmalinguistic Failures in Translating Bodies | 第31-32页 |
| ·Sociopragmatic Failures in Translation | 第32-36页 |
| ·Sociopragmatic Failures in Translating Trademarks | 第32-33页 |
| ·Sociopragmatic Failures in Translating Headlines and Slogans | 第33-34页 |
| ·Sociopragmatic Failures in Translating Bodies | 第34-36页 |
| ·Summary | 第36-37页 |
| Chapter Four Causes of Pragmatic Failures in Translating English and Chinese Advertisements | 第37-50页 |
| ·Causes of the Pragmalinguistic Failures | 第37-40页 |
| ·Negative Transfer of Syntactically Equivalent Structures | 第37-38页 |
| ·Negative Transfer of Semantically Equivalent Structures | 第38-40页 |
| ·Causes of the Sociolinguistic Failures | 第40-50页 |
| ·Different Associative Meanings | 第41页 |
| ·Different Values | 第41-43页 |
| ·Different Thinking Patterns | 第43-46页 |
| ·Different Aesthetic Psychology | 第46页 |
| ·Cultural Vacancy | 第46-50页 |
| Chapter Five Strategies for Avoiding Pragmatic Failures in Translating English and Chinese Advertisements | 第50-62页 |
| ·Adaptation in Translation | 第50-52页 |
| ·Advertisement Translation as Continuous Process of Making Choice | 第50-51页 |
| ·Advertisement Translation as a Process of Adaptation | 第51-52页 |
| ·Adaptation as Strategies for Avoiding Pragmatic Failures | 第52-60页 |
| ·Adaptation to Target Social World | 第53-55页 |
| ·Adaptation to Target Linguistic Convention | 第55-57页 |
| ·Achievement of Communicative Dynamics in Target Text | 第57-59页 |
| ·Metapragmatics Awareness and Self-monitoring in Translation | 第59-60页 |
| ·Summary | 第60-62页 |
| Conclusion | 第62-64页 |
| Bibliography | 第64-65页 |
