| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Chapter 1 Introduction | 第10-15页 |
| ·Orientation | 第10-11页 |
| ·Rationale | 第11-12页 |
| ·Theoretical Basis | 第11页 |
| ·Research Significance | 第11-12页 |
| ·Theoretical Framework of the Research | 第12-13页 |
| ·Research Method | 第13页 |
| ·Source of Data | 第13页 |
| ·The Organization of the Chapters | 第13-15页 |
| Chapter 2 Literature Review | 第15-21页 |
| ·Previous Studies on Advertising Translation | 第15-17页 |
| ·Overseas Studies in This Field | 第15-16页 |
| ·Domestic Studies in This Field | 第16-17页 |
| ·Relevant Literature of the Theoretical Framework | 第17-21页 |
| ·Translation Equivalence in Western Countries | 第17-19页 |
| ·Different Opinions on the Concept of Equivalence | 第17-18页 |
| ·Gist of Equivalence | 第18-19页 |
| ·Chinese Traditional Translation Theories | 第19-20页 |
| ·Summary | 第20-21页 |
| Chapter 3 Theoretical Framework | 第21-32页 |
| ·Reasons for Selecting Functionalist Translation Theory as Theoretical Framework | 第21-22页 |
| ·Functionalist Translation Theory | 第22-30页 |
| ·Background of the Theory | 第23-25页 |
| ·Nida's Dynamic Equivalence and Functional Equivalence | 第23-24页 |
| ·Newmark's Semantic Translation and Communicative Translation | 第24-25页 |
| ·Development of the Theory | 第25-28页 |
| ·Reiss's Text-type Theory | 第25-26页 |
| ·Justa Holz-Manttari and Theory of Translation Action | 第26页 |
| ·Vermeer's Skopos Theory | 第26-27页 |
| ·Nord's "Function plus Loyalty" | 第27-28页 |
| ·Core Concepts of the Theory | 第28-29页 |
| ·The text-type Theory | 第28页 |
| ·Skopostheorie | 第28-29页 |
| ·Contributions and Limitations of the Theory | 第29-30页 |
| ·Summary | 第30-32页 |
| Chapter 4 Advertising and Advertising Translation Studies | 第32-44页 |
| ·The Definition of Advertising | 第32页 |
| ·Purpose and Functions of Advertising | 第32-35页 |
| ·The Characteristics of Advertising English | 第35-43页 |
| ·Lexical Features of Advertising English | 第35-38页 |
| ·Verbs and adjectives | 第35-36页 |
| ·Coinage | 第36-37页 |
| ·Misspelling | 第37页 |
| ·Borrowed Words | 第37-38页 |
| ·Syntactical Features of Advertising English | 第38-40页 |
| ·Simple Sentence | 第38-39页 |
| ·Imperative Sentence | 第39页 |
| ·Interrogative Sentence | 第39页 |
| ·Elliptical Sentences | 第39-40页 |
| ·Exclamation | 第40页 |
| ·Rhetorical Devices in Advertising English | 第40-43页 |
| ·Personification | 第40-41页 |
| ·Analogy | 第41-42页 |
| ·Pun | 第42页 |
| ·Parallelism | 第42-43页 |
| ·Summary | 第43-44页 |
| Chapter 5 Application of Functionalist Translation Theory toAdvertising Translation | 第44-62页 |
| ·Main Concepts of Functionalist Approaches in Advertising Translation | 第44-47页 |
| ·The Concept of Translational Action in Advertising Translation | 第44页 |
| ·The Rule of the Skopos | 第44-45页 |
| ·The Role of the Source-text in Advertising Translation | 第45-46页 |
| ·The Active Participation of the Translator in Advertising Translation | 第46页 |
| ·The Emphasis on the Role of the Target Receivers | 第46-47页 |
| ·Two Suggested Strategies for Advertising Translation from the Functionalist Perspective | 第47-59页 |
| ·Literal Translation | 第49-52页 |
| ·Free translation | 第52-59页 |
| ·Addition | 第53-54页 |
| ·Omission | 第54-55页 |
| ·Adaptive | 第55-56页 |
| ·Creative Translation | 第56-58页 |
| ·Culture Compensation | 第58-59页 |
| ·Summary | 第59-62页 |
| Chapter 6 Conclusion | 第62-66页 |
| ·Major Findings | 第62-64页 |
| ·Limitations | 第64-65页 |
| ·Suggestions for Future Research | 第65-66页 |
| Acknowledgements | 第66-67页 |
| Bibliography | 第67-68页 |
