| 摘要 | 第3-5页 |
| ABSTRACT | 第5-6页 |
| I. Literature Review | 第8-15页 |
| 1. A General Survey of Pragmatics | 第8-10页 |
| 2. Definition of Pragmatic Failure | 第10-11页 |
| 3. Classification of Pragmatic Failure | 第11-15页 |
| II. Causes of Pragmatic Failure | 第15-28页 |
| 1. Cognitive Approach to Pragmatic Failure | 第16-19页 |
| 2. Theory of Transfer | 第19-23页 |
| 3. Pragmatic Transfer | 第23-26页 |
| 4. Grammatical Errors and Pragmatic Failures | 第26-28页 |
| III. Pragmalinguistic Failure in Advertising Translation | 第28-45页 |
| 1. Transferences of Pragmatic Rules | 第30-31页 |
| 2. Transferences of Pragmatic Meanings | 第31-33页 |
| 3. Overgeneralization of Linguistic Materials | 第33-36页 |
| 4. Equivalence in Translation | 第36-42页 |
| 5. Pragmatic Translation-An Approach to Translation Equivalence | 第42页 |
| 6. Pragmatic Translation of Advertising | 第42-45页 |
| IV. Sociopragmatic Failure in Translated English Advertisements | 第45-66页 |
| 1. Different Associative Meanings | 第49-52页 |
| 2. Misuse of Taboos and Idioms and Slangs | 第52-56页 |
| 3. Ingorance of Different Value Systems | 第56-61页 |
| 4. Different Political Background | 第61-62页 |
| 5. Transferences of Value | 第62-66页 |
| V. Conclusion | 第66-70页 |
| Reference | 第70-71页 |
