| Introduction | 第1-12页 |
| Chapter 1 Basic knowledge of Advertising | 第12-26页 |
| ·Why Advertising is Needed? | 第12-13页 |
| ·Definition of Advertising | 第13-14页 |
| ·Functions of Advertising | 第14-15页 |
| ·Stimulation Function | 第14页 |
| ·Communication Function | 第14-15页 |
| ·Publicity Function | 第15页 |
| ·Competition Function | 第15页 |
| ·Beautification Function | 第15页 |
| ·Classification of Advertising | 第15-16页 |
| ·Purpose of Advertising | 第16-18页 |
| ·Features of Advertising English | 第18-26页 |
| ·English Morphology in Advertising | 第18-20页 |
| ·Coinage and Anagrammatic Spelling | 第18-19页 |
| ·Borrowed Words | 第19页 |
| ·Abbreviations and Compounds | 第19页 |
| ·Verbs | 第19-20页 |
| ·Adjectives | 第20页 |
| ·English Syntax in Advertising | 第20-23页 |
| ·Simple Sentence | 第21页 |
| ·Imperative Sentence | 第21-22页 |
| ·Interrogative Sentence | 第22页 |
| ·Elliptical Sentence | 第22页 |
| ·Disjunctive Sentence | 第22-23页 |
| ·Rhetorical Devices in Advertising English | 第23-26页 |
| ·Analogy | 第23页 |
| ·Personification | 第23-24页 |
| ·Parallel | 第24页 |
| ·Pun | 第24页 |
| ·Repetition | 第24页 |
| ·Rhyming | 第24-26页 |
| Chapter 2 Translation Theory to be Applied—Translation Equivalence (TE) | 第26-35页 |
| ·The Principle of and Approaches to TE | 第26-28页 |
| ·Kade and TE | 第28页 |
| ·Nida's Formal Equivalence, Dynamic Equivalence and Functional Equivalence | 第28-35页 |
| ·Formal Equivalence (FE) | 第29-31页 |
| ·Dynamic Equivalence (DE) | 第31-33页 |
| ·Functional Equivalence | 第33-35页 |
| Chapter 3 Cultural Factors in Advertising Translation | 第35-47页 |
| ·What is Culture? | 第35页 |
| ·Culture, Language and Advertising | 第35-36页 |
| ·Cross-cultural Advertising | 第36-38页 |
| ·Cultural Differences Manifested in Chinese & English Advertisements | 第38-44页 |
| ·Chinese Advertisements are Collectivism-oriented and English Ones Individualism-dominated | 第38-39页 |
| ·Chinese Advertisements tend to be Company-and Information-dominated while Their English Counterparts Consumer-and Emotion-Centered | 第39-41页 |
| ·Many Chinese Advertisements Worship More of Authority | 第41-42页 |
| ·Some Chinese Advertisements Exaggerate High-tech and Efficacy While Western Ones tend to be Practical | 第42-44页 |
| ·Culture and the FE Approach | 第44页 |
| ·Culture and the DE Approach | 第44-47页 |
| Chapter 4 The Application of FE and DE Translations in Translating Advertising | 第47-82页 |
| ·Requirements for Translators | 第47-48页 |
| ·Techniques in Use in FE and DE Translations | 第48-59页 |
| ·Transliteration | 第48-49页 |
| ·Metaphrase | 第49-51页 |
| ·Paraphrase | 第51-52页 |
| ·Combining Sound and Meaning | 第52页 |
| ·Translating by Repeating the Same Letter or Digit | 第52页 |
| ·Homophone Translation | 第52-56页 |
| ·Loan Translation | 第56-59页 |
| ·Imitating the Style of an Advertisement in the Target Language | 第56-57页 |
| ·Imitating a Proverb in the Target Language | 第57-58页 |
| ·Imitating an Idiom in the Target Language | 第58-59页 |
| ·DE translation in Application | 第59-75页 |
| ·Translating Advertisements Based on Their Lexical Features | 第59-64页 |
| ·Translating Verbs in Advertisements | 第59-60页 |
| ·Translating Adjectives in Advertisements | 第60-62页 |
| ·Translating Coinage, Anagrammatic Spelling, Borrowed Words and Compounds in Advertisements | 第62-64页 |
| ·Translating Rhetorical Devices in Advertisements | 第64-67页 |
| ·Making Appropriate Adaptations in Translation | 第67-75页 |
| ·Creative Translation | 第68页 |
| ·Supplementary Translation | 第68-69页 |
| ·Translating the Chinese Four-character Structures into English | 第69-70页 |
| ·Leaving Certain Words Un-translated | 第70页 |
| ·Rearranging Word Order in the Translated Version | 第70-71页 |
| ·Translating the Key Points Only | 第71-73页 |
| ·Translating the Chinese Specific Terms into English | 第73-74页 |
| ·Translating Advertisements Concisely and to the Point | 第74-75页 |
| ·Translating Cultural Elements | 第75-78页 |
| ·General Problems in Translating | 第78-82页 |
| ·Translating Advertisements Correctly | 第79-80页 |
| ·Translating Advertisements Acceptably | 第80-81页 |
| ·Translating Advertisements Authentically | 第81-82页 |
| Conclusion | 第82-84页 |
| Acknowledgements | 第84-85页 |
| Bibliography | 第85-88页 |
| 发表论文情况 | 第88页 |
