| Acknowledgements | 第1-4页 |
| Abstract | 第4-6页 |
| 摘要 | 第6-9页 |
| Chapter I Introduction | 第9-18页 |
| ·Definition and functions of advertising | 第9-10页 |
| ·Definition of advertising | 第9页 |
| ·Functions of advertising | 第9-10页 |
| ·Literature review | 第10-15页 |
| ·Tendencies in translation theories development | 第10-12页 |
| ·A debate on the nature of advertising translation | 第12-14页 |
| ·Domestic studies on the subject | 第14-15页 |
| ·The necessity and purpose of the study | 第15-16页 |
| ·The arrangement and main content of the thesis | 第16-18页 |
| Chapter II Skopos Theory and Advertising Translation | 第18-30页 |
| ·Skopos Theory | 第18-21页 |
| ·Definition of translation and Skopos Theory | 第18-19页 |
| ·Skopos rule as guiding principle | 第19-21页 |
| ·Inter-textual and intratextual conherence as subordinate principle | 第21页 |
| ·Advertising classification | 第21-22页 |
| ·Consumer advertising | 第21-22页 |
| ·Business advertising | 第22页 |
| ·Skopos Theory: inherent theory for advertising translation | 第22-23页 |
| ·Translating advertisements and Skopos Theory | 第23-28页 |
| ·Translation Process | 第23-25页 |
| ·Advertising translator | 第25-26页 |
| ·Original text | 第26-27页 |
| ·Equivalence | 第27-28页 |
| ·Summary | 第28-30页 |
| Chapter III Culture and Advertising Translation | 第30-45页 |
| ·The concept of culture | 第30页 |
| ·Cultural differences reflected in advertising texts | 第30-38页 |
| ·Different patterns of thought | 第31-32页 |
| ·Different norms of society | 第32-33页 |
| ·Different Values | 第33-38页 |
| ·Translating culture | 第38-40页 |
| ·Cultural dynamic equivalence | 第38-39页 |
| ·Cognitive equivalence and culture | 第39页 |
| ·Translating advertising texts culturally | 第39-40页 |
| ·Domestication | 第40-44页 |
| ·Translating strategy: domestication and foreignization | 第40-41页 |
| ·Advocate of domestication | 第41-42页 |
| ·Translation of advertising texts by means of domestication | 第42-44页 |
| ·Summary | 第44-45页 |
| Chapter IV Translation of Advertising Texts | 第45-61页 |
| ·Translating brand names | 第45-49页 |
| ·Translating slogans | 第49-54页 |
| ·Translating puns | 第49-51页 |
| ·Translating proverbs | 第51-52页 |
| ·Change of translating slogans | 第52-54页 |
| ·Translating body texts | 第54-58页 |
| ·Foreignization | 第58-60页 |
| ·Summary | 第60-61页 |
| Chapter V Conclusion | 第61-64页 |
| Bibliography | 第64-68页 |
| 附录 | 第68页 |
