| Chapter 1 Introduction | 第1-14页 |
| Chapter 2 Literature Review | 第14-21页 |
| ·Equivalence Studies in China | 第14页 |
| ·Equivalence Studies in the West | 第14-21页 |
| ·Jakobson's Concept of Equivalence | 第15-16页 |
| ·Wilss' Concept of Equivalence | 第16页 |
| ·Newmark's Dichotomy | 第16-17页 |
| ·Nida's Functional Equivalence | 第17-21页 |
| Chapter 3 A General Description about Advertising | 第21-27页 |
| ·Definition of Advertising | 第21-22页 |
| ·Classification of Advertising | 第22-24页 |
| ·Functions and Purposes of Advertising | 第24-25页 |
| ·Linguistic and Cultural Factors in Advertising | 第25-27页 |
| Chapter 4 The Application of Functional Equivalence Theory in Advertising Translation | 第27-56页 |
| ·Feasibility of the Application | 第27-30页 |
| ·Functions of Language | 第27-28页 |
| ·Content over Form | 第28页 |
| ·Reader's Response | 第28-29页 |
| ·Translating Means Communicating | 第29-30页 |
| ·Exploration of Effective Strategies in Advertising Translation Practice | 第30-56页 |
| ·Translation Based on Target-language Orientation | 第31-38页 |
| ·On Lexical Level | 第31-33页 |
| ·On Syntactical Level | 第33-34页 |
| ·On Rhetorical Level | 第34-38页 |
| ·Translation Based on Target-culture Orientation | 第38-40页 |
| ·Culture-loaded Terms with Different Associative Meaning | 第38-40页 |
| ·Different Thinking Patterns | 第40页 |
| ·Strategies in Advertising Translation | 第40-56页 |
| ·Direct Transfer | 第41-46页 |
| ·Transliteration | 第41-42页 |
| ·Literal Translation | 第42-46页 |
| ·Adaptive Transfer | 第46-53页 |
| ·Fitting into a Ready-made Pattern | 第47-50页 |
| ·Translating the Implication of the Source Text | 第50-53页 |
| ·Direct Transfer vs. Adaptive Transfer | 第53-56页 |
| Chapter 5 Conclusion | 第56-59页 |
| ·A General Conclusion | 第56页 |
| ·Limitations and Suggestions for Further Research | 第56-59页 |
| Bibliography | 第59-62页 |
| Appendix | 第62-66页 |
| Paper Published | 第66页 |
