| Acknowledgements | 第1-8页 |
| Abstract | 第8-10页 |
| 内容摘要 | 第10-12页 |
| Chapter One Introduction | 第12-16页 |
| ·Motivation and rationale | 第12-14页 |
| ·Purposes and significance | 第14页 |
| ·Structure of the dissertation | 第14-16页 |
| Chapter Two Literature Review | 第16-28页 |
| ·A brief introduction of schema theory | 第16-23页 |
| ·Definitions of schemata | 第16-18页 |
| ·Development of schema theory | 第18-19页 |
| ·Characteristics of schemata | 第19-20页 |
| ·Classifications of schemata | 第20-21页 |
| ·Schema activation | 第21-23页 |
| ·Top-down and bottom-up process | 第21-23页 |
| ·Interactive process | 第23页 |
| ·A review on translation | 第23-28页 |
| ·Translation process | 第23-25页 |
| ·Decoding and re-encoding | 第24-25页 |
| ·Translation:a double-reading mental process | 第25页 |
| ·Achievements of previous studies | 第25-28页 |
| Chapter Three Chinese Advertisement Translation | 第28-33页 |
| ·The role of the translator | 第29页 |
| ·Target reader | 第29-30页 |
| ·Necessity of the use of schema in Chinese advertisement translation | 第30页 |
| ·Functions of schema in translation of Chinese advertisement | 第30-33页 |
| ·Improving comprehension of translator | 第31页 |
| ·Generating predictions of translator | 第31-32页 |
| ·Establishing semantic meaning and choosing appropriate words of translator | 第32-33页 |
| Chapter Four Contrastive Study of Chinese and English Advertisement Translation from Schema Theory Perspective | 第33-43页 |
| ·Language schemata | 第33-36页 |
| ·Four-character expressions vs.phrases | 第34页 |
| ·Differences in omission of words in sentence | 第34-36页 |
| ·Formal schemata | 第36-37页 |
| ·Mixed style vs.descriptive style | 第36页 |
| ·Complex rhetorical devices vs.simplex rhetorical devices | 第36-37页 |
| ·Content schemata | 第37-43页 |
| ·Different cultural connotations of the same word | 第38-40页 |
| ·Different religious schemata | 第40-41页 |
| ·Schema difference in conventions and customs | 第41-43页 |
| Chapter Five Application Schema Theory to Process of the C-E Advertisement Translation | 第43-60页 |
| ·Encoding of schemata | 第44-45页 |
| ·Schemata and decoding | 第45-53页 |
| ·Schemata and positive decoding | 第45-48页 |
| ·Schemata possession | 第46页 |
| ·Schemata activation | 第46-48页 |
| ·Schemata and negative decoding | 第48-51页 |
| ·Translator's failure to realize the absent of schemata in TL reader | 第49页 |
| ·Schemata conflict | 第49-50页 |
| ·Wrong choice of schemata | 第50-51页 |
| ·Strategies for decoding process | 第51-53页 |
| ·Enrichment of translator's schemata | 第51-53页 |
| ·Activation of existing schemata in the translator | 第53页 |
| ·Schema theory and TT re-encoding in the C-E advertisement translation | 第53-60页 |
| ·Preparation of schemata in the translator | 第54-55页 |
| ·Restructuring of target language reader's schemata | 第55-60页 |
| ·Activating target language reader's schemata | 第56页 |
| ·Filling up the default schemata | 第56-58页 |
| ·Adjusting and modifying TL reader's schemata | 第58-59页 |
| ·Creating a new schema | 第59-60页 |
| Chapter Six Conclusion | 第60-63页 |
| ·Findings of the study | 第60-61页 |
| ·Implications of the study | 第61页 |
| ·Limitations of the study | 第61-62页 |
| ·Suggestions for further researches | 第62-63页 |
| References | 第63-68页 |
