| Abstract | 第1-6页 |
| 中文摘要 | 第6-9页 |
| 1.Introduction | 第9-11页 |
| 2 Literature Review | 第11-21页 |
| ·Eugene A. Nida's Functional Equivalence Theory | 第11-15页 |
| ·Definition of Functional Equivalence | 第11-13页 |
| ·Nida's Main Points of Functional Equivalence | 第13页 |
| ·Features of Functional Equivalence | 第13-15页 |
| ·Hans J. Vermeer’s Skopos Theory | 第15-16页 |
| ·Richard E. Porter’s Cross-cultural Communication Theory | 第16-17页 |
| ·Brief Introduction to Localization and Its Connection with Advertising Translati | 第17-18页 |
| ·Previous Scholars’Research on Advertising Translation from the Perspective of Cultural Difference | 第18-21页 |
| 3 Sino-western Cultural Differences and Their Impacts in Advertising Translation | 第21-33页 |
| ·Differences in Core Cultural Values | 第21-23页 |
| ·Differences in Viewpoints | 第23-24页 |
| ·Differences in Socio-political Settings | 第24-25页 |
| ·Differences in Authority | 第25-26页 |
| ·Differences in Life Styles | 第26-29页 |
| ·Differences in Purchasing Psychology | 第29-31页 |
| ·Differences in National Character and Aesthetic Standards | 第31-33页 |
| 4 Localization Strategies of E-C Advertising Translation | 第33-44页 |
| ·Paraphrase with Transliteration | 第33-34页 |
| ·Addition | 第34-36页 |
| ·Imitation and Creation | 第36-38页 |
| ·Adapted Translation | 第38-42页 |
| ·Adaptation to Consumers Mental World | 第38-39页 |
| ·Adaptation to the Consumer’s Social World | 第39页 |
| ·Adaptation to the Physical World | 第39-40页 |
| ·Adaptation to the Linguistic Reality | 第40-42页 |
| ·Applying Other Rhetorical Devices | 第42-44页 |
| 5 Conclusion | 第44-45页 |
| Bibliographies | 第45-48页 |
| Acknowledgements | 第48页 |
