| Abstract | 第3-4页 |
| 摘要 | 第5-10页 |
| Chapter 1 Introduction | 第10-14页 |
| 1.1 Background of the Study | 第10-12页 |
| 1.2 Structure of the Thesis | 第12-14页 |
| Chapter 2 Literature Review | 第14-17页 |
| 2.1 Previous Studies on Advertising Translation Abroad | 第14-15页 |
| 2.2 Previous Studies on Advertising Translation at Home | 第15-17页 |
| Chapter 3 Theoretical Framework | 第17-21页 |
| 3.1 Definition of Skopostheorie | 第17页 |
| 3.2 The History of Skopos Theory | 第17-18页 |
| 3.3 Three Rules of Skopostheorie | 第18-20页 |
| 3.3.1 The Skopos Rule | 第18-19页 |
| 3.3.2 The Coherence Rule | 第19页 |
| 3.3.3 The Fidelity Rule | 第19页 |
| 3.3.4 The Relationship among Three Rules of Skopostheorie | 第19-20页 |
| 3.4 Advantages and Disadvantages of Skopostheorie | 第20-21页 |
| 3.4.1 Advantages | 第20页 |
| 3.4.2 Disadvantages | 第20-21页 |
| Chapter 4 A General Introduction to Advertisement | 第21-25页 |
| 4.1 Definition of Advertisement | 第21-22页 |
| 4.2 Functions of Advertisement | 第22页 |
| 4.3 Components of Advertisement | 第22-25页 |
| 4.3.1 Headlines | 第23页 |
| 4.3.2 Body Copies | 第23页 |
| 4.3.3 Slogans | 第23-24页 |
| 4.3.4 Brand Names | 第24页 |
| 4.3.5 Illustrations | 第24-25页 |
| Chapter 5 Linguistic Features of Advertising in English and in Chinese | 第25-33页 |
| 5.1 Lexical Features of English and Chinese Advertisement | 第25-27页 |
| 5.1.1 Lexical Features in English Advertisement | 第25-27页 |
| 5.1.2 Lexical Features in Chinese Advertisement | 第27页 |
| 5.2 Syntactical Features of English and Chinese Advertising | 第27-29页 |
| 5.2.1 Syntactical Features in English Advertising | 第28-29页 |
| 5.2.2 Syntactical Features in Chinese Advertising | 第29页 |
| 5.3 Rhetorical Devices used in English and Chinese Advertising | 第29-33页 |
| 5.3.1 Rhetorical Devices Adopted in English Advertising | 第29-31页 |
| 5.3.2 Rhetorical Devices Adopted in Chinese Advertising | 第31-33页 |
| Chapter 6 Advertising Translation under the Guidance of Skopos Theory | 第33-45页 |
| 6.1 Translation Brief in Advertising Translation | 第33-34页 |
| 6.2 The Nature of Advertising Translation and its three properties | 第34-35页 |
| 6.3 Assessment Criteria of Advertising Translation | 第35-36页 |
| 6.4 Applicability of Skopostheorie to Advertising Translation | 第36-37页 |
| 6.4.1 Skopos Rule | 第36页 |
| 6.4.2 Coherence Rule and Fidelity Rule | 第36-37页 |
| 6.5 Suggested Strategies for Advertising Translation | 第37-45页 |
| 6.5.1 Literal Translation | 第37-38页 |
| 6.5.2 Free Translation | 第38-39页 |
| 6.5.3 Creative Translation | 第39-40页 |
| 6.5.4 Addition | 第40页 |
| 6.5.5 Condensation | 第40-41页 |
| 6.5.6 Adaptation | 第41-42页 |
| 6.5.7 Imitation | 第42-43页 |
| 6.5.8 Zero Translation | 第43-45页 |
| Chapter 7 Problems and Solutions of Advertising Translation | 第45-52页 |
| 7.1 Pragmatic Translation Mistakes in Advertising Translation | 第45-47页 |
| 7.1.1 Pragmatic Translation Mistakes at Language Level | 第45-46页 |
| 7.1.2 Pragmatic Translation Mistakes at Society Level | 第46-47页 |
| 7.2 Cultural Translation Mistakes in Advertising Translation | 第47-48页 |
| 7.3 Linguistic Translation Mistakes in Advertising Translation | 第48-49页 |
| 7.4 Suggested Solutions for Advertising Translation | 第49-52页 |
| Chapter 8 Conclusion | 第52-55页 |
| 8.1 Major Findings of the Study | 第52-54页 |
| 8.2 Limitations of the Research | 第54页 |
| 8.3 Suggestions for Further Studies | 第54-55页 |
| References | 第55-58页 |
| Acknowledgements | 第58页 |
