| Abstract | 第1-8页 |
| Contents | 第8-11页 |
| Chapter Ⅰ． Introduction | 第11-16页 |
| 1．1 Research Orientation | 第11-12页 |
| 1．2 Why Advertising Translation Again? | 第12-13页 |
| 1．3 Distinctive Features of This Thesis against Others | 第13页 |
| 1．4 Research Questions | 第13-14页 |
| 1．5 Thesis Structure | 第14-15页 |
| 1．6 Data and Methodology | 第15-16页 |
| Chapter Ⅱ． Properties of Advertising and Advertising Translation | 第16-36页 |
| 2．1 Introduction to Advertising | 第16-20页 |
| 2．1．1 Definition of Advertising | 第16-17页 |
| 2．1．2 Classifications of Advertising | 第17-18页 |
| 2．1．3 Functions and Roles of Advertising | 第18-19页 |
| 2．1．4 Requirements for Advertising | 第19-20页 |
| 2．2 Introduction to Advertising Translation | 第20-24页 |
| 2．2．1 A Distinction between International Advertising and Advertising Translation | 第20-23页 |
| 2．2．2 Specific Properties of Advertising Translation | 第23页 |
| 2．2．3 Present Studies in China | 第23-24页 |
| 2．3 The Call for a Guiding Theory in Advertising Translation | 第24-36页 |
| 2．3．1 Limitations of Equivalence-based Theories | 第25-26页 |
| 2．3．2 Functional Approaches | 第26-29页 |
| 2．3．2．1 The Functional Category of Translation Criticism | 第26-27页 |
| 2．3．2．2 Skopostheorie | 第27页 |
| 2．3．2．3 The Theory of Translational Action | 第27-28页 |
| 2．3．2．4 Function plus Loyalty | 第28-29页 |
| 2．3．3 Skopostheorie as the Most Effective Guiding Theory | 第29-35页 |
| 2．3．3．1 Connotations of Skopos and its Application | 第29-30页 |
| 2．3．3．2 Three Rules of Skopostheorie | 第30-33页 |
| 2．3．3．3 Dethronement of Source Text | 第33-34页 |
| 2．3．3．4 Emphasis on Target Receiver | 第34-35页 |
| 2．3．4 Summary | 第35-36页 |
| Chapter Ⅲ． Cultural Barriers to the Accomplishment of Advertising Translation Skopos | 第36-54页 |
| 3．1 Cultural Differences and Advertising Translation | 第36-39页 |
| 3．1．1 The Definition and Position of Culture | 第38-39页 |
| 3．1．1．1 The Definitions of Beliefs, Values and Customs | 第38-39页 |
| 3．2 Four Aspects of Cultural Differences and Their Influence | 第39-53页 |
| 3．2．1 Core Cultural Values: Collectivism versus Individualism | 第40-42页 |
| 3．2．2 Buying Tendency: Group Tendency versus Individual Need | 第42-45页 |
| 3．2．3 Authority: Respect of Governmental Authority versus Respect of Scientific Evidence | 第45-51页 |
| 3．2．3．1 The Influence of Religion | 第45-47页 |
| 3．2．3．2 The Influence of Counterfeiting in China | 第47-51页 |
| 3．2．4 Attitude: Modesty versus Superiority | 第51-53页 |
| 3．3 Summary | 第53-54页 |
| Chapter Ⅳ． Advertising Translation Strategies in View of Language and Cultural Differences | 第54-74页 |
| 4．1 Enlightenment of Skopostheorie on the Selection of Strategies | 第54-56页 |
| 4．1．1 The Distinction between Adaptive Transfers of Advertising Translation and Direction-oriented Advertising | 第54-56页 |
| 4．2 A Comparative Study of Advertising Language Features | 第56-61页 |
| 4．2．1 The Lexical Features | 第57-58页 |
| 4．2．2 The Syntactic Features | 第58页 |
| 4．2．3．1 The Usage of Short and Simple Sentences | 第58页 |
| 4．2．3 The Stylistic Features | 第58-60页 |
| 4．2．4 The Utilization of Rhetorical Devices | 第60-61页 |
| 4．2．4．1 Rhetorical devices | 第60页 |
| 4．2．4．2 Sound Effects | 第60-61页 |
| 4．3 Strategies in View of Language and Cultural Differences | 第61-73页 |
| 4．3．1 The Adaptive Transfers of Advertising Translation and Three Basic Tactics | 第62-73页 |
| 4．3．1．1 Replacement | 第62-65页 |
| 4．3．1．2 Addition and Abridgement | 第65-69页 |
| 4．3．1．3 Compensation | 第69-73页 |
| 4．4 Summary | 第73-74页 |
| Chapter Ⅴ． Conclusions | 第74-77页 |
| 5．1 Summary of the Thesis | 第74-75页 |
| 5．2 Limitations and Suggestions for Future Research | 第75-77页 |
| Bibliography | 第77-79页 |
