| 英文摘要 | 第1-9页 |
| 1． INTRODUCTION | 第9-13页 |
| 1．1 What Is Advertising & Its Composition? | 第11-12页 |
| 1．2 About This Thesis | 第12-13页 |
| 2． CHARACTERISTICS OF ADVERTISING LANGUAGE | 第13-32页 |
| 2．1 What Are They? | 第13-14页 |
| 2．2 Marketing and Legal Components in the Development of Advertisements | 第14页 |
| 2．3 Linguistic Component in the Development of Advertisements | 第14-32页 |
| 2．3．1 Morphology Requirements | 第14-19页 |
| 2．3．2 Syntactic Requirements | 第19-24页 |
| 2．3．3 Rhetoric Requirements | 第24-31页 |
| 2．3．4 Semantic Requirements | 第31-32页 |
| 3． CREATIVITY IN ADVERTISING TRANSLATION | 第32-61页 |
| 3．1 Why Advertising Translation is Needed? | 第32页 |
| 3．2 Classifications and the Processes of Translation | 第32-34页 |
| 3．3 Transliteration | 第34页 |
| 3．4 Free Translation | 第34-35页 |
| 3．5 Literal Translation | 第35页 |
| 3．6 Adapted Translation: Theory and Techniques | 第35-44页 |
| 3．6．1 Examples of Failures in the Translation of Advertisements | 第35-37页 |
| 3．6．2 Translation Theories behind the Adapted Translation | 第37-39页 |
| 3．6．3 Techniques in Adapted Translation | 第39-44页 |
| 3．7 Adapted Translation in Application: English （?） Chinese | 第44-52页 |
| 3．7．1 Translation of English Advertisements into Chinese | 第44-48页 |
| 3．7．2 Translation of Chinese Advertisements into English | 第48-52页 |
| 3．8 Cultural Factors in Advertising Translation | 第52-56页 |
| 3．8．1 What is Culture? | 第52-53页 |
| 3．8．2 Culture, Language and Translation | 第53-54页 |
| 3．8．3 Cultural Factors in Adapted Translation | 第54-56页 |
| 3．9 Several Marketing Approaches in Advertising Translation | 第56-59页 |
| 3．9．1 Placement of an Advertisement | 第57页 |
| 3．9．2 Design and Layout of an Advertisement | 第57-58页 |
| 3．9．3 Gaining Full Access to the Product or Service Advertised | 第58页 |
| 3．9．4 Understanding of the Buying Power | 第58页 |
| 3．9．5 Understanding of the Value of the Society | 第58-59页 |
| 3．9．6 Understanding of the Uniqueness of the Target Language Society | 第59页 |
| 3．10 Contention: Translation Approaches in the International Markets | 第59-61页 |
| 4． CONCLUSION | 第61-63页 |
| 4．1 Advertising & Its Language | 第61页 |
| 4．2 Why the Adapted Translation is Used in Translating Advertisements? | 第61-62页 |
| 4．3 Areas for Further Research | 第62-63页 |
| BIBLIOGRAPHY | 第63-64页 |
