| ACKNOWLEDGEMENT | 第1-9页 |
| ABSTRACT | 第9-10页 |
| 摘要 | 第10-14页 |
| Chapter Ⅰ Introduction | 第14-19页 |
| ·Background of the Study | 第14-15页 |
| ·Significance of the Study | 第15-17页 |
| ·Objectives and Methodology for the Study | 第17页 |
| ·Organization of the Thesis | 第17-19页 |
| Chapter Ⅱ Literature Review of Translation Norms | 第19-29页 |
| ·Definition of Translation Norms | 第19-21页 |
| ·Previous Studies on Translation Norms | 第21-24页 |
| ·Studies on Translation Norms Abroad | 第21-22页 |
| ·Studies on Translation Norms in China | 第22-24页 |
| ·Classification of Translation Norms | 第24-27页 |
| ·Gideon Toury: Preliminary, Initial and Operational Norms | 第24-26页 |
| ·Andrew Chesterman: Expectancy Norm and Professional Norm | 第26-27页 |
| ·Application of Translation Norms in C-E Translation of Commercial Advertisements | 第27-29页 |
| Chapter Ⅲ A General View on Advertisement | 第29-50页 |
| ·Definition of Advertisement | 第29-30页 |
| ·Functions of Advertisement | 第30-32页 |
| ·Classification of Advertisement | 第32-34页 |
| ·Linguistic Features of Advertisement | 第34-45页 |
| ·The Lexical Features of Advertisement | 第35-37页 |
| ·Frequent Usage of Adjectives | 第35-36页 |
| ·Frequent Usage of Monosyllable Verbs | 第36页 |
| ·Usage of Coinages and Anagrammatic Spellings | 第36-37页 |
| ·The Syntactical Features of Advertisement | 第37-40页 |
| ·Frequent Usage of Simple Sentences | 第38页 |
| ·Frequent Usage of Imperative Sentences | 第38-39页 |
| ·Frequent Usage of Interrogative Sentences | 第39页 |
| ·Frequent Usage of Elliptical Sentences | 第39-40页 |
| ·The Rhetorical Features of Advertisement | 第40-45页 |
| ·Use of Simile and Metaphor | 第40-42页 |
| ·Use of Personification | 第42页 |
| ·Use of Pun | 第42-43页 |
| ·Use of Rhyme | 第43-44页 |
| ·Use of Repetition | 第44-45页 |
| ·Overview of Advertisement Translation Studies | 第45-50页 |
| ·Advertisement Translation Studies Abroad | 第45-46页 |
| ·Advertisement Translation Studies in China | 第46-48页 |
| ·Problems in Previous Studies | 第48-50页 |
| Chapter Ⅳ An Analysis of Translation Norms Applied to C-E Translation of Commercial Advertisements | 第50-63页 |
| ·Norms of Custom and Cultural Image | 第50-54页 |
| ·Norms of Politics and Law | 第54-56页 |
| ·Norms of Value and National Psychology | 第56-60页 |
| ·Norms of Religion and Moral | 第60-63页 |
| Chapter Ⅴ Strategies and Suggestions in C-E Translation of Commercial Advertisements Proposed under the Guidance of Translation Norms Theory | 第63-72页 |
| ·Translation Strategies | 第63-71页 |
| ·Literal Translation | 第63-65页 |
| ·Liberal Translation | 第65-66页 |
| ·Transliteration | 第66-67页 |
| ·Omission | 第67-68页 |
| ·Addition | 第68-69页 |
| ·Borrowing | 第69-71页 |
| ·Suggestions for Translators | 第71-72页 |
| Chapter VI Conclusion | 第72-75页 |
| REFERENCES | 第75-77页 |
