| 摘要 | 第1-6页 |
| ABSTRACT | 第6-10页 |
| Introduction | 第10-12页 |
| Chapter 1 Overview | 第12-29页 |
| ·Puns in Advertising | 第12-18页 |
| ·Essentials of Advertising Campaign | 第12-14页 |
| ·Definition of Puns | 第14-15页 |
| ·Functions of Pun in Advertising | 第15-18页 |
| ·Barriers in Pun Translation and Translatability of Pun | 第18-23页 |
| ·Barriers in Pun Translation | 第19-21页 |
| ·Factors Contributing to Pun Translation | 第21-23页 |
| ·Previous Studies on Pun Advertising Translation | 第23-29页 |
| ·Previous Studies Abroad | 第23-24页 |
| ·Previous Studies in China | 第24-27页 |
| ·Previous Studies on Pun Advertising Translation | 第27-29页 |
| Chapter 2 Theoretical Framework | 第29-43页 |
| ·Verschueren's Linguistic Adaptation Theory | 第29页 |
| ·Verschueren's Three Properties of Language | 第29-32页 |
| ·Variability | 第30页 |
| ·Negotiability | 第30页 |
| ·Choice-making | 第30-31页 |
| ·Adaptability | 第31页 |
| ·The Relation of the Three Notions | 第31-32页 |
| ·The Relation of the Three Notions and Pun Advertising | 第32页 |
| ·Verschueren's Four Angles of Pragmatic Investigation | 第32-38页 |
| ·Contextual Correlates of Adaptability | 第32-33页 |
| ·Structural Objects of Adaptability | 第33页 |
| ·Dynamics of Adaptability | 第33-34页 |
| ·Salience of the Adaptation Process | 第34页 |
| ·The relations of the Four Angles and Its Application in Pun Advertising Translation | 第34-38页 |
| ·Examples of Failures in the Translation of Advertising | 第38-43页 |
| ·Contextual Correlates of Adaptability | 第38-39页 |
| ·Structural Objects of Adaptability | 第39-40页 |
| ·Dynamics of Adaptability | 第40-41页 |
| ·Salience of Adaptation process | 第41-43页 |
| Chapter 3 Adaptation in Pun Advertising Translation | 第43-64页 |
| ·Contextual Correlates Orientation | 第43-48页 |
| ·Physical World | 第45-46页 |
| ·Social World | 第46-47页 |
| ·Mental World | 第47-48页 |
| ·Structural Objects Orientation | 第48-53页 |
| ·Lexical Aspect | 第49-50页 |
| ·Syntactic Aspect | 第50-51页 |
| ·Codes and style Aspect | 第51-53页 |
| ·Dynamics of Adaptability Orientation | 第53-57页 |
| ·Salience of the Adaptation Processes Orientation | 第57-64页 |
| ·The Purpose of Translation | 第57-59页 |
| ·Ethic values | 第59-60页 |
| ·The Habitual Way of Thinking and Speaking | 第60-64页 |
| Chapter 4 Strategies of Puns Advertising Translation | 第64-77页 |
| ·Rendering Puns into Puns | 第64-68页 |
| ·Rendering a Pun into One of the Same or Similar Nature | 第64-66页 |
| ·Rendering a Pun into One of the Different Nature | 第66-68页 |
| ·Rendering Puns into Non-puns | 第68-74页 |
| ·Retaining Both Senses | 第68-70页 |
| ·Sacrificing One Sense | 第70页 |
| ·Structure-borrowing | 第70-72页 |
| ·Rendering with Other Rhetoric Devices | 第72-74页 |
| ·Translation Approach of Puns Named After People | 第74-77页 |
| ·Literal Translation | 第74-75页 |
| ·Rendering into Other Natures | 第75-77页 |
| Conclusion | 第77-79页 |
| Bibliography | 第79-84页 |
| Acknowledgments | 第84-85页 |
| Publications | 第85页 |
