| Abstract in English | 第1-7页 |
| Abstract in Chinese | 第7-10页 |
| Chapter Ⅰ Introduction | 第10-14页 |
| ·Significance of the Study | 第10-11页 |
| ·Objectives of the Study | 第11页 |
| ·Rationale of the Study | 第11-12页 |
| ·Organization of the Study | 第12-14页 |
| Chapter Ⅱ Literature Review | 第14-27页 |
| ·Puns in Advertising | 第14-20页 |
| ·Definition of Advertising | 第14-15页 |
| ·Definition of Puns | 第15-16页 |
| ·The Characteristics of Puns | 第16-18页 |
| ·Status of Puns in Advertising | 第18-20页 |
| ·Previous Studies on Pun Translation | 第20-27页 |
| ·Previous Studies Abroad | 第20-21页 |
| ·Previous Studies in China | 第21-24页 |
| ·Previous Studies on Pun Translation in Advertisements | 第24-27页 |
| Chapter Ⅲ Theoretical Framework | 第27-36页 |
| ·Verschueren's Linguistic Adaptation Theory | 第27页 |
| ·Verschueren's Three Properties of Language | 第27-29页 |
| ·Verschueren's Four Angles of Pragmatic Investigation | 第29-32页 |
| ·Adaptation Model of Pun Translation in Advertisements | 第32-36页 |
| Chapter Ⅳ Linguistic Adaptation in Advertising Pun Translation | 第36-47页 |
| ·Adaptability of Language to the Linguistic Reality | 第36页 |
| ·Adaptation in Codes and Styles | 第36-40页 |
| ·Adaptation in Sound Structure | 第40-43页 |
| ·Adaptation in Words | 第43-47页 |
| Chapter Ⅴ Extra-Linguistic Adaptation in Advertising Pun Translation | 第47-67页 |
| ·Adaptation to the Psychological Activity | 第47-55页 |
| ·Adaptability of Language to the Mental World | 第47-48页 |
| ·Adaptation to the Consumer's Psychological Motivation | 第48-51页 |
| ·Adaptation to the Consumer's Needs and Desires | 第51-55页 |
| ·Adaptation to the Sociological Facts | 第55-61页 |
| ·Adaptability of Language to the Social World | 第55页 |
| ·Adaptation to Social Settings and Institutions | 第55-58页 |
| ·Adaptation to Culture | 第58-61页 |
| ·Adaptation to the Physical Facts | 第61-67页 |
| ·Adaptability of Language to the Physical World | 第61-62页 |
| ·Tempotal Reference | 第62-64页 |
| ·Spatial Reference | 第64-67页 |
| Chapter Ⅵ Conclusion | 第67-70页 |
| ·Findings of the Present Study | 第67-68页 |
| ·Limitations of the Study | 第68页 |
| ·Suggestions for Further Research | 第68-70页 |
| Bibliography | 第70-74页 |
| Acknowledgements | 第74-75页 |
| 攻读学位期间取得的科研成果清单 | 第75页 |
