| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| Chapter I Introduction | 第10-18页 |
| ·Background of the Research | 第11-15页 |
| ·Scope of the Research | 第15-16页 |
| ·Research Questions | 第16页 |
| ·Methodology and Data Collection | 第16-17页 |
| ·Organization of the Thesis | 第17-18页 |
| Chapter II Literature Review | 第18-30页 |
| ·Studies of Markedness Abroad | 第18-23页 |
| ·Development of Markedness | 第18-22页 |
| ·Criteria for Identification of Markedness | 第22-23页 |
| ·Studies of Markedness at Home | 第23-24页 |
| ·Inconsistencies in advertisements | 第24-27页 |
| ·Studies on Advertising Translation in China | 第27-30页 |
| Chapter III Similarities of English and Chinese Advertising Languages in Terms of Markedness | 第30-45页 |
| ·Similarities in Lexemes | 第30-34页 |
| ·Monosyllabic Verbs | 第30-32页 |
| ·Adjectives and Adverbials | 第32-34页 |
| ·Similarities in Syntaxes | 第34-40页 |
| ·Interrogative Sentences | 第34-37页 |
| ·Imperative Sentences | 第37-38页 |
| ·Elliptical Sentences | 第38-40页 |
| ·Similarities in Rhetorical Devices | 第40-45页 |
| ·Simile | 第40-41页 |
| ·Personification | 第41页 |
| ·Hyperbole | 第41-42页 |
| ·Repetition | 第42-43页 |
| ·Pun | 第43页 |
| ·Parody | 第43-45页 |
| Chapter IV Disparities of English and Chinese Advertising Languages in Terms of Markedness | 第45-60页 |
| ·Disparities in Rhythm | 第45-49页 |
| ·Alliteration, Assonance and Consonance in English Advertising Language | 第46-47页 |
| ·Paregmenon in English Advertising Language | 第47页 |
| ·Alliteration and Consonance in Chinese Advertising Language | 第47-48页 |
| ·Reduplicative Sound Phenomenon in Chinese Advertising Language | 第48-49页 |
| ·Disparities in Morphology | 第49-52页 |
| ·Coined words in English Advertising Language | 第49-50页 |
| ·Shortened words in English Advertising Language | 第50-51页 |
| ·Bisyllables, Tri-syllables, tetrasyllables in Chinese Advertising Language | 第51-52页 |
| ·A Unique Syntactical Characteristic—Disjunctive Sentences in English Advertising Language | 第52-53页 |
| ·Particular Rhetoric Devices and popular styles in Chinese Advertising Language | 第53-57页 |
| ·Antithesis and Anadiplosis | 第53-55页 |
| ·Palindrome and Acrostic | 第55-56页 |
| ·Mixed Language | 第56-57页 |
| ·Disparities in Cultures | 第57-60页 |
| ·Individualism, and Facts in English Advertising Language | 第57-58页 |
| ·Collectivism, Authority and Oldness in Chinese Advertising Language | 第58-60页 |
| Chapter V Techniques in E-C and C-E Advertising Translation from the Perspective of Markedness Theory | 第60-77页 |
| ·Literal translation | 第61-66页 |
| ·Circumbendibus | 第66-77页 |
| Chapter VI Conclusion | 第77-80页 |
| ·Research Findings | 第77-79页 |
| ·Limitations | 第79页 |
| ·Suggestions for Further Research | 第79-80页 |
| Bibliography | 第80-82页 |
| Acknowledgements | 第82页 |
