| Introduction | 第1-13页 |
| Chapter 1 An Overview of Translation Theory | 第13-27页 |
| ·Introduction | 第13-14页 |
| ·Basic Theory of Translation | 第14-16页 |
| ·Three Parties in Communication | 第14-15页 |
| ·Formal and Dynamic Equivalence | 第15-16页 |
| ·Skopostheorie | 第16-25页 |
| ·Theoretical Foundation of Skopostheorie | 第17-19页 |
| ·Basic Aspects of Skopostheorie | 第19-25页 |
| ·Skopos and Translation Brief under Skopostheorie | 第19-21页 |
| ·Basic Rules of Skopostheorie | 第21-22页 |
| ·Adequacy and Equivalence Viewed Form a Skopos Perspective | 第22-23页 |
| ·Roles of Text Classifications | 第23-25页 |
| ·Conclusion | 第25-27页 |
| Chapter 2 Basic Knowledge of Advertising | 第27-45页 |
| ·Introduction | 第27页 |
| ·Definition of Advertising | 第27-28页 |
| ·Roles of Advertising | 第28-30页 |
| ·Purposes of Advertising | 第30-31页 |
| ·Functions of Advertising | 第31-32页 |
| ·Informative Function | 第31页 |
| ·Attractive Function | 第31-32页 |
| ·Persuasive Function | 第32页 |
| ·Categories of Advertising | 第32-33页 |
| ·Language of English Advertising | 第33-43页 |
| ·Lexical Features | 第33-35页 |
| ·Syntactical Features | 第35-38页 |
| ·Rhetorical Features | 第38-43页 |
| ·Conclusion | 第43-45页 |
| Chapter 3 Common Problems Existing in Present C-E Translation | 第45-50页 |
| ·Introduction | 第45页 |
| ·Pitfalls in Advertisement Translation | 第45-48页 |
| ·Wrong Spelling | 第45-46页 |
| ·Misuse of Words | 第46页 |
| ·Grammatical Mistakes | 第46-47页 |
| ·Errors in Logic | 第47-48页 |
| ·Low Readability | 第48页 |
| ·Conclusion | 第48-50页 |
| Chapter 4 Strategies for C-E Translation of Advertisements | 第50-66页 |
| ·Introduction | 第50-51页 |
| ·Requirements for Translators | 第51-57页 |
| ·Emotion Conveyance | 第51页 |
| ·Dilemmas in Advertisement Translation | 第51-53页 |
| ·Suggestions for Emotion Conveyance of Advertisement Translation | 第53-55页 |
| ·Functional Equivalence | 第55-57页 |
| ·Relationship between Translation and Culture | 第57-62页 |
| ·Strong Relationship between Translation and Culture | 第57-59页 |
| ·International Advertisement Culture and Translation | 第59-62页 |
| ·Influence of Cultural Difference on C-E Translation of Advertisements | 第62-64页 |
| ·Conclusion | 第64-66页 |
| Chapter 5 Enlightenments of Skopostheorie in the Translation of Advertisements | 第66-81页 |
| ·Introduction | 第66-68页 |
| ·Adjustment of Thinking Structure | 第68-73页 |
| ·Spiral-oriented Chinese Thinking Pattern VS Straightforward-Oriented English Thinking Pattern | 第68-72页 |
| ·Influence on the Sentence Level | 第69-70页 |
| ·Influence on the Text Level | 第70-72页 |
| ·Great Emphasis on Logic by English People VS Emphasis on Intuition by Chinese People | 第72-73页 |
| ·Equivalence in Aesthetic Style | 第73-77页 |
| ·Imitating | 第75页 |
| ·Decolouring | 第75-77页 |
| ·Recreating | 第77页 |
| ·Facsimile Transference of Chinese Culture | 第77-79页 |
| ·Conclusion | 第79-81页 |
| Conclusion | 第81-84页 |
| Bibliography | 第84-85页 |
