| Abstract | 第1-7页 |
| 摘要 | 第7-9页 |
| Table of Contents | 第9-11页 |
| Introduction | 第11-13页 |
| Chapter 1 Literature Review | 第13-22页 |
| ·Definition | 第13-16页 |
| ·Pragmatic failure | 第13-15页 |
| ·Cross-cultural pragmatic failure | 第15-16页 |
| ·Classification | 第16-19页 |
| ·Pragmalinguistic failure | 第17-18页 |
| ·Socioliguistic failure | 第18-19页 |
| ·Causes of cross-cultural pragmatic failure | 第19-22页 |
| ·Different cultures determine different expressions | 第19-20页 |
| ·Failure to understand the different expressions under different culture | 第20-21页 |
| ·Cross-cultural pragmatic failure in Chinese-English advertising translation | 第21-22页 |
| Chapter 2 Cross-cultural Pragmatic Failure in Chinese-English Advertising Translation | 第22-35页 |
| ·A brief introduction to advertising | 第22-28页 |
| ·Definition of advertising | 第22-23页 |
| ·Development of advertising | 第23-24页 |
| ·Elements of advertising | 第24-28页 |
| ·Trademark | 第24-25页 |
| ·Slogan and headline | 第25-26页 |
| ·Body | 第26-28页 |
| ·Cross-cultural pragmatic failure in Chinese-English advertising translation | 第28-35页 |
| ·Cross-cultural pragmatic failure in Chinese-English translation of the trademark of advertisement | 第28-31页 |
| ·Cross-cultural pragmatic failure in Chinese-English translation of the slogan and headline of advertisement | 第31-32页 |
| ·Cross-cultural pragmatic failure in Chinese-English translation of the body of advertisement | 第32-35页 |
| Chapter 3 Differences between Chinese Culture and Western Culture | 第35-43页 |
| ·National character | 第35-39页 |
| ·Animals | 第35-37页 |
| ·Plants | 第37-38页 |
| ·Colors | 第38-39页 |
| ·Cultural values and mode of thinking | 第39-43页 |
| ·Cultural values | 第39-40页 |
| ·Mode of thinking | 第40-43页 |
| Chapter 4 Strategies for Chinese-English Advertising Translation to Avoid Cross-cultural Pragmatic failure | 第43-52页 |
| ·Considering cultural implications | 第43-45页 |
| ·Conforming to cultural characteristics of the westerners | 第45-48页 |
| ·Cultural compensating | 第48-52页 |
| Conclusion | 第52-54页 |
| Bibliography | 第54-56页 |
| Acknowledgements | 第56-57页 |
