| 摘要 | 第4-5页 |
| ABSTRACT | 第5页 |
| Chapter one Introduction | 第8-12页 |
| 1.1 Motivation and background | 第8-9页 |
| 1.2 Significance and aims | 第9-10页 |
| 1.3 Questions to be solved | 第10页 |
| 1.4 Structure of the thesis | 第10-12页 |
| Chapter two Literature Review | 第12-20页 |
| 2.1 An introduction to advertisements | 第12-14页 |
| 2.1.1 Definition of advertisements | 第12页 |
| 2.1.2 Classification of advertisements | 第12-13页 |
| 2.1.3 Functions and characteristics of advertisements | 第13页 |
| 2.1.4 Translation of advertising language | 第13-14页 |
| 2.2 An introduction to schema theory | 第14-18页 |
| 2.2.1 Definition and development of schema theory | 第14-16页 |
| 2.2.2 Classification of schema | 第16页 |
| 2.2.3 Features of schema | 第16-17页 |
| 2.2.4 The basic models of schema activation | 第17-18页 |
| 2.3 A review of previous studies | 第18-19页 |
| 2.3.1 Previous studies on the translation of advertising language | 第18页 |
| 2.3.2 Previous studies on the application of schema theory | 第18-19页 |
| 2.4 Schema analysis in the process of translation | 第19-20页 |
| Chapter three Schema Theory in the translation of advertising language | 第20-34页 |
| 3.1 Comparison of schemata between English and Chinese ads | 第20-23页 |
| 3.1.1 Language schemata | 第20-21页 |
| 3.1.2 Content schemata | 第21-22页 |
| 3.1.3 Formal schemata | 第22-23页 |
| 3.2 Schema encoding of advertisements | 第23页 |
| 3.3 Schema decoding in the translation of advertising language | 第23-26页 |
| 3.3.1 Correspondent schema decoding | 第23-25页 |
| 3.3.2 Divergent schema decoding | 第25-26页 |
| 3.4 Strategies for decoding progress | 第26-28页 |
| 3.4.1 Enrichment of translator’s schemata | 第26-27页 |
| 3.4.2 Activation of existing schemata in the translator | 第27页 |
| 3.4.3 Principles and restriction of schema decoding | 第27-28页 |
| 3.5 Schema re-encoding in the translation of advertising language | 第28-34页 |
| 3.5.1 Preparation of schemata in the translator | 第28-29页 |
| 3.5.2 Restructure of target language reader’s schemata | 第29-32页 |
| 3.5.3 The Principles and Restriction of Schema Re-encoding | 第32-34页 |
| Chapter four Schema theories Enlightenment on the Translation of Advertising Language | 第34-37页 |
| 4.1 Literal Translation & Free Translation | 第34页 |
| 4.2 Supplementary Translation & Creative Translation | 第34-35页 |
| 4.3 Condensed Translation & Omitting | 第35页 |
| 4.4 Compiling | 第35-37页 |
| Chapter five Conclusion | 第37-39页 |
| 5.1 Findings of the research | 第37-38页 |
| 5.2 Limitations of the research | 第38-39页 |
| Acknowledgements | 第39-40页 |
| References | 第40-42页 |
