| Acknowledgements | 第4-5页 |
| Abstract | 第5页 |
| 摘要 | 第6-9页 |
| CHAPTER ONE INTRODUCTION | 第9-11页 |
| 1.1 AIM OF RESEARCH | 第9页 |
| 1.2 RESEARCH BACKGROUND | 第9-10页 |
| 1.3 THESIS STRUCTURE | 第10-11页 |
| CHAPTER TWO LITERATURE REVIEW | 第11-19页 |
| 2.1 A GENERAL REVIEW OF STUDIES ON ADVERTISING TRANSLATION | 第11-13页 |
| 2.1.1 A General Review of Foreign Studies on Advertising Translation | 第11-12页 |
| 2.1.2 A General Review of Domestic Studies on Advertising Translation | 第12-13页 |
| 2.2 A GENERAL REVIEW OF FUNCTIONAL EQUIVALENCE THEORY | 第13-19页 |
| 2.2.1 Eugene A Nida and Equivalence Theory | 第13-15页 |
| 2.2.2 Dynamic Equivalence and Functional Equivalence Theory | 第15-16页 |
| 2.2.3 The Influence of Nida's Functional Equivalence Theory in China | 第16-17页 |
| 2.2.4 The Feasibility of Nida's Functional Equivalence Theory in Advertising Translation | 第17-19页 |
| CHAPTER THREE GENERAL ASPECTS OF ADVERTISING AND WEBADVERTISING | 第19-31页 |
| 3.1 A GEMERAL REVIEW OF ADVERTISING | 第19-26页 |
| 3.1.1 Definition of Advertising | 第19-21页 |
| 3.1.2 Advertising and Advertisement | 第21-22页 |
| 3.1.3 Classification of Advertisement | 第22-24页 |
| 3.1.4 Function and Objective of Advertising | 第24-26页 |
| 3.2 A GENERAL REVIEW OF WEB ADVERTISING | 第26-31页 |
| 3.2.1 Web and Web Advertising | 第26页 |
| 3.2.2 Historical Background of Web Advertising | 第26页 |
| 3.2.3 Influence of Web Advertising | 第26-27页 |
| 3.2.4 Basic Forms of Web Advertising | 第27-29页 |
| 3.2.5 Advantages of Web Advertising Compared with Traditional Advertising | 第29-31页 |
| CHAPTER FOUR OVERALL FEATURES OF WEB ADVERTISING AND WEBADVERTISING TTANSLATION | 第31-47页 |
| 4.1 STYLISTIC FEATURES OF WEB ADVERTISING ENGLISH AND ITS TRANSLATION | 第31-41页 |
| 4.1.1 Lexical Features of Web Advertising English | 第31-37页 |
| 4.1.2 Syntactical Features of Web Adveritsing English | 第37-39页 |
| 4.1.3 Rhetorical Features of Web Advertising English | 第39-41页 |
| 4.2 STYLISTIC FEATURES OF WEB ADVERTISING CHINESE AND ITS TRANSLATION | 第41-44页 |
| 4.2.1 Lexical Features of Web Advertising Chinese | 第41-43页 |
| 4.2.2 Syntactical Features of Web Advertising Chinese | 第43页 |
| 4.2.3 Rhetorical Features of Web Advertising Chinese | 第43-44页 |
| 4.3 CULTURAL FEATURES OF WEB ADVERTISING CHINESE AND ENGLISH TRANSLATION | 第44-47页 |
| 4.3.1 Discrepancies in Pronunciation | 第44-45页 |
| 4.3.2 Discrepancies in Semantic Meaning | 第45页 |
| 4.3.3 Discrepancies in Lexical Formation | 第45-47页 |
| CHAPTER FIVE PRINCIPLES AND MAIN STRATEGIES OF WEBADVERTISING TRANLATION UNDER THE GUIDANCE OF FUNCTIONALEQUIVALENCE THEORY | 第47-58页 |
| 5.1 PRINCIPLES OF WEB ADVERTISING TRANSLATION | 第47-48页 |
| 5.1.1 Abide by Social Conventions and Avoid Taboos | 第47-48页 |
| 5.1.2 Translation is Creation | 第48页 |
| 5.2 STRATEGIES OF WEB ADVERTISING TRANSLATION UNDER THE GUIDANCE OF FUNCTIONAL EQUIVALENCE THEORY | 第48-58页 |
| 5.2.1 Direct Translation | 第48-50页 |
| 5.2.2 Indirect Translation | 第50-58页 |
| CHAPTER SIX CONCLUSION | 第58-61页 |
| 6.1 MAJOR FINDINGS | 第58-59页 |
| 6.2 LIMITATIONS AND SUGGESTIONS OF THE STUDY | 第59-61页 |
| 6.2.1 Limitations of the Study | 第59页 |
| 6.2.2 Suggestions | 第59-61页 |
| BIBLIOGRAPHY | 第61-62页 |
