| Acknowledgements | 第1-4页 |
| Abstract | 第4-6页 |
| 摘要 | 第6-10页 |
| Chapter 1 Introduction | 第10-14页 |
| ·Aim of the Study | 第10-12页 |
| ·Organization of the Thesis | 第12-13页 |
| ·Significance of the Study | 第13-14页 |
| Chapter 2 Literature Review | 第14-23页 |
| ·Untranslatability and Translatability in Pun Translation | 第14-16页 |
| ·Translation Strategies of Pun | 第16-21页 |
| ·Delabastita's Pun Translation Strategy | 第17-18页 |
| ·Analysis of Pun Translation from Theories in China | 第18-21页 |
| ·Analysis of Pun Translation from Social-semiotics | 第18-19页 |
| ·Analysis of Pun Translation from Functional Equivalence | 第19-20页 |
| ·Analysis of Pun Translation from Pragmatics | 第20页 |
| ·Analysis of Pun Translation from Other Perspectives | 第20-21页 |
| ·On Pun Translation in Advertisements | 第21-23页 |
| Chapter 3 A Brief Survey to Pun in Advertisements | 第23-33页 |
| ·Definition of Advertising | 第23-24页 |
| ·Definition of Pun | 第24-25页 |
| ·Classification of Puns in Advertisements | 第25-27页 |
| ·Homophonic Pun | 第25-26页 |
| ·Semantic Pun | 第26页 |
| ·Grammatical Pun | 第26-27页 |
| ·Idiomatic Pun | 第27页 |
| ·Characteristics and Functions of Pun in Advertisements | 第27-33页 |
| ·Characteristics of Pun in Advertisements | 第27-29页 |
| ·Function of Pun in Advertisements | 第29-33页 |
| ·Grabbing Attention | 第30页 |
| ·Arousing Interest | 第30-31页 |
| ·Stimulating Desire | 第31-32页 |
| ·Deepening Impression | 第32-33页 |
| Chapter 4 Analysis of Pun Translation in Advertisements from the Perspective of Aesthetics of Reception | 第33-62页 |
| ·Theoretical Background of Aesthetics of Reception | 第34-37页 |
| ·Several Important Concepts of Aesthetics of Reception | 第37-40页 |
| ·Appealing Structure | 第37-38页 |
| ·Horizon of Expectations | 第38页 |
| ·Concretization | 第38-40页 |
| ·Display of Translator's Subjectivity in Pun Translation in Advertisements | 第40-44页 |
| ·Techniques of Translation of Puns in Advertisements | 第44-62页 |
| ·Translation of a Pun inside a Brand Name in Advertisements | 第45-54页 |
| ·Literal Translation | 第46-48页 |
| ·Literal Translation with Annotation | 第48-49页 |
| ·Translating One Meaning of a Pun and Leaving Out the Other | 第49-50页 |
| ·Compensation | 第50-53页 |
| ·Transliteration | 第53-54页 |
| ·Translation of a Pun outside a Brand Name in Advertisements | 第54-61页 |
| ·Retaining a Pun in the Target Language | 第54-55页 |
| ·Creating a Pun in the Target Language | 第55-58页 |
| ·Replacing a Pun with other Rhetorical Devices | 第58-61页 |
| ·Conclusion | 第61-62页 |
| Chapter 5 Implications of Pun Translation in Advertisements from Aesthetics of Reception | 第62-66页 |
| ·Requirements for Translators | 第62-63页 |
| ·A Tolerant Attitude toward Multi-Versions of Pun Translation in Advertisements | 第63-64页 |
| ·Limitations of Application of Aesthetics of Reception to Pun Translation in Advertisements | 第64页 |
| ·Suggestions | 第64-66页 |
| Works Cited | 第66-70页 |
| Publications | 第70-71页 |
