| ABSTRACT | 第1-5页 |
| 摘要 | 第5-9页 |
| CHAPTER Ⅰ INTRODUCTION | 第9-13页 |
| ·Background of the study | 第9-10页 |
| ·Significance of the study | 第10-11页 |
| ·Arrangement of the thesis | 第11-13页 |
| CHAPTER Ⅱ LITERATURE REVIEW | 第13-24页 |
| ·Previous studies on advertisement translation abroad | 第13-15页 |
| ·Previous studies on advertisement translation at home | 第15-21页 |
| ·Previous studies on theory and strategy of advertisement translation at home | 第18-19页 |
| ·A critical comment of the previous studies on advertisement translation at home | 第19-21页 |
| ·Inadequacy of traditional translation theory and principle | 第21-24页 |
| CHAPTER Ⅲ ON ADVERTISEMENT AND ADVERTISEMENTTRANSLATION | 第24-37页 |
| ·General description of advertisement | 第24-33页 |
| ·Definition of advertisement | 第24-26页 |
| ·Classifications of advertisement | 第26-28页 |
| ·Purpose and functions of advertisement | 第28-31页 |
| ·Formation of advertisement | 第31-33页 |
| ·On advertisement translation | 第33-37页 |
| ·The nature and properties of advertisement translation | 第34页 |
| ·Importance and necessary of advertisement translation | 第34-35页 |
| ·Requirements and criteria of advertisement translation | 第35-37页 |
| CHAPTER Ⅳ NIDA'S FUNCTIONAL EQUIVALENCE THEORY | 第37-48页 |
| ·Introduction of Nida's functional equivalence translation theory | 第37-43页 |
| ·Nida's concept of equivalence | 第37-39页 |
| ·Functional equivalence-development of dynamic equivalence | 第39-41页 |
| ·Core concepts of Nida's functional equivalence theory | 第41-43页 |
| ·Feasibility of functional equivalence in advertisement translation | 第43-48页 |
| CHAPTER Ⅴ NIDA'S FUNCTIONAL EQUIVALENCE INADVERTISEMENT TRANSLATION | 第48-69页 |
| ·Functional equivalence at linguistic level | 第48-62页 |
| ·Adaptation strategy at lexical level to achieve functional equivalence | 第49-52页 |
| ·Adaptation strategy at syntactical level to achieve functional equivalence | 第52-56页 |
| ·Adaptation strategy at rhetorical level to achieve functional equivalence | 第56-62页 |
| ·Functional equivalence at cultural level | 第62-69页 |
| ·Cultural equivalence | 第64-65页 |
| ·Cultural clash | 第65-66页 |
| ·Cultural vacuum | 第66-67页 |
| ·Cultural substitute | 第67-69页 |
| CHAPTER Ⅵ PRINCIPLES OF ADVERTISEMENT TRANSLATIONBASED ON NIDA'S FUNCTIONAL EQUIVALENCE THEORY | 第69-74页 |
| ·The priority of content over form in advertisement translation | 第69-70页 |
| ·Employing the creative translation strategy in advertisement translation | 第70-72页 |
| ·Principle of "similarity in effect, correspondence in function" | 第72-74页 |
| CHAPTER Ⅶ CONCLUSION | 第74-77页 |
| ·Major findings | 第74-76页 |
| ·Limitations and suggestions for further research | 第76-77页 |
| BIBLIOGRAPHY | 第77-81页 |
| 攻读硕士学位期间发表的论文 | 第81-82页 |
| ACKNOWLEDGEMENTS | 第82-84页 |
