| Chapter 1 Introduction | 第1-12页 |
| Chapter 2 A historical review of Skopostheorie | 第12-24页 |
| ·Early views | 第12-13页 |
| ·Skopostheorie and its development | 第13-22页 |
| ·The definition of Skopos | 第15页 |
| ·The basic rules and concepts in Skopostheorie | 第15-20页 |
| ·Later development | 第20-22页 |
| ·Drawbacks and applications | 第22-23页 |
| ·Research purpose and methodology | 第23-24页 |
| Chapter 3 Adaptation and ad translation from the perspective of Skopostheorie | 第24-38页 |
| ·Basic aspects of advertising and ad translation | 第24-26页 |
| ·The definition and classification of advertisement | 第24-25页 |
| ·Ad translation | 第25-26页 |
| ·The definition and different manifestations of adaptation | 第26-36页 |
| ·The definition of adaptation | 第26-28页 |
| ·Different manifestations of adaptation | 第28-36页 |
| ·Reduction | 第29-30页 |
| ·Parody | 第30-31页 |
| ·Adjustment | 第31-33页 |
| ·Sound-meaning combination translation | 第33-36页 |
| ·Early jobs done in this field | 第36-38页 |
| Chapter 4 Cultural Reasons for adaptation from the perspective of Skopostheorie | 第38-55页 |
| ·The definition and classification of culture | 第38-39页 |
| ·Cultural reasons for adaptation from the perspective of Skopostheorie | 第39-55页 |
| ·Adaptation caused by different ecological culture | 第41-43页 |
| ·Adaptation caused by different material culture | 第43-44页 |
| ·Adaptation caused by different social culture | 第44-51页 |
| ·Adaptation caused by different values | 第44-46页 |
| ·Adaptation caused by different psychological features | 第46-48页 |
| ·Adaptation caused by different aesthetic criteria | 第48-49页 |
| ·Adaptation caused by different political contexts | 第49-50页 |
| ·Adaptation caused by different norms and regulations | 第50-51页 |
| ·Adaptation caused by different religious culture | 第51-52页 |
| ·Adaptation caused by different Linguistic culture | 第52-55页 |
| Chapter 5 Conclusion | 第55-57页 |
| Bibliography | 第57-60页 |
