| ACKNOWLEDGEMENTS | 第1-6页 |
| ABSTRACT | 第6-8页 |
| 摘要 | 第8-9页 |
| CONTENTS | 第9-11页 |
| LIST OF ABBREVIATIONS | 第11-12页 |
| CHAPTER ONE INTRODUCTION | 第12-16页 |
| ·Rationale and significance of the present study | 第12-13页 |
| ·Research questions | 第13-14页 |
| ·Research methodology and data collection | 第14-15页 |
| ·Structure of the thesis | 第15-16页 |
| CHAPTER TWO LITERATURE REVIEW | 第16-28页 |
| ·Overview on advertisement | 第16-19页 |
| ·Definition and classification of advertisement | 第16-18页 |
| ·Function and characteristics of advertisement language | 第18-19页 |
| ·Review on the studies of advertising translation | 第19-23页 |
| ·Overseas studies on advertisement translation | 第20-21页 |
| ·Domestic studies on advertisement translation | 第21-23页 |
| ·Review on the studies of metaphor | 第23-25页 |
| ·Review on the studies of metaphor translation | 第25页 |
| ·Summary | 第25-28页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第28-42页 |
| ·Working definition | 第28-29页 |
| ·Verschueren's Theory of Linguistic Adaptation | 第29-38页 |
| ·Making Choices | 第29-31页 |
| ·Three Properties of Language | 第31-33页 |
| ·Four Angles of Pragmatic Investigation | 第33-38页 |
| ·Theoretical framework of metaphor translation | 第38-40页 |
| ·Translator's adaptation to the communicative context | 第38-40页 |
| ·Translator's adaptation to the linguistic context | 第40页 |
| ·Summary | 第40-42页 |
| CHAPTER FOUR TRANSLATOR'S ADAPTATION TO THE COMMUNICATIVE CONTEXT | 第42-54页 |
| ·Translator's Choice Making in Translating Metaphor in Advertisements | 第42-44页 |
| ·Translator's adaptation to the communicative context | 第44-53页 |
| ·Translator's adaptation to the physical world | 第45-46页 |
| ·Translator's adaptation to the social world | 第46-52页 |
| ·Translator's adaptation to the mental world | 第52-53页 |
| ·Summary | 第53-54页 |
| CHAPTER FIVE TRANSLATOR'S ADAPTATION TO THE LINGUISTIC CONTEXT | 第54-62页 |
| ·Translator's adaptation at the syntactic level | 第54-57页 |
| ·Translator's adaptation at the semantic level | 第57-59页 |
| ·Translator's adaptation on the pragmatic level | 第59-60页 |
| ·Summary | 第60-62页 |
| CHAPTER SIX CONCLUSION | 第62-66页 |
| ·Major findings of the present thesis | 第62-63页 |
| ·Implications of the present thesis | 第63-64页 |
| ·Limitations of the thesis and suggestions for future researches | 第64-66页 |
| BIBLIOGRAPHY | 第66-70页 |
