| Acknowledgments | 第1-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-11页 |
| Chapter 1 Introduction | 第11-15页 |
| ·Background of the Study | 第11-12页 |
| ·Significance of the Study | 第12-13页 |
| ·Research Questions and Methodology | 第13页 |
| ·Organization of the Thesis | 第13-15页 |
| Chapter 2 Literature Review | 第15-27页 |
| ·Reception Theory | 第15-19页 |
| ·Definition of Reception Theory | 第15页 |
| ·Features of Reception Theory | 第15-16页 |
| ·Basic Concepts of Reception Theory | 第16-19页 |
| ·Skopostheorie | 第19-21页 |
| ·Basic Concepts of Skopostheorie | 第19页 |
| ·Basic Rules of Skopostheorie | 第19-21页 |
| ·Related Studies at Home and Abroad | 第21-27页 |
| ·Studies Abroad | 第21-23页 |
| ·Related Studies at Home | 第23-27页 |
| Chapter 3 An Introduction to Slogans | 第27-38页 |
| ·Definition of Slogans | 第27-28页 |
| ·Classification of Slogans | 第28-31页 |
| ·Features of Slogans | 第31-33页 |
| ·Comparison between Chinese and English Slogans | 第33-38页 |
| ·Cultural Similarities and Differences | 第33-34页 |
| ·Syntactical Similarities and Differences | 第34-36页 |
| ·Lexical Similarities and Differences | 第36页 |
| ·Rhetorical Similarities and Differences | 第36-38页 |
| Chapter 4 Empirical Research Design | 第38-43页 |
| ·Research Questions | 第38页 |
| ·Subjects | 第38-39页 |
| ·Instruments | 第39-41页 |
| ·Data Collection | 第41-42页 |
| ·Data Analysis | 第42-43页 |
| Chapter 5 Results and Discussion | 第43-69页 |
| ·General Impressions of the Sample Slogan Translations | 第43-48页 |
| ·All Subjects' First Impressions | 第43-44页 |
| ·ASEAN Subjects' First Impressions | 第44-45页 |
| ·Comparison between Native Speakers and Non-native Speakers | 第45-47页 |
| ·Information from the Open Questions | 第47-48页 |
| ·Participants' Comments on Specific Slogan Translations | 第48-58页 |
| ·Comments on the Translation Using Mathematical Formula | 第49-51页 |
| ·Comments on the Translation with Grammatical Errors | 第51-52页 |
| ·Comments on the Informative Translation | 第52-54页 |
| ·Comments on the Longest Translation | 第54-56页 |
| ·Comments on the Translation Using Personification | 第56-58页 |
| ·Requirements for Slogan Translation | 第58-64页 |
| ·Accuracy | 第59-60页 |
| ·Expressiveness and Uniqueness | 第60-61页 |
| ·Conciseness and Clearness | 第61-62页 |
| ·Psychological Requirements | 第62-64页 |
| ·Translation Principles | 第64-69页 |
| ·Highlighting Target Receptor's Status | 第65页 |
| ·Limiting Word Quantity | 第65-66页 |
| ·Using Simple and Clear Words | 第66-67页 |
| ·Applying Rhetoric and Innovative Structure | 第67页 |
| ·Bewaring of Chinglish and Emphasizing Revision | 第67-69页 |
| Chapter 6 Conclusion | 第69-72页 |
| ·Major findings | 第69-70页 |
| ·Limitation and Recommendations for Future Research | 第70-72页 |
| Bibliography | 第72-75页 |
| Appendix Ⅰ | 第75-77页 |
| Appendix Ⅱ | 第77-80页 |
| Appendix Ⅲ | 第80-81页 |
| Papers Published During the Study for M.A.Degree | 第81页 |
