| Acknowledgements | 第1-4页 |
| Abstract | 第4-5页 |
| 中文摘要 | 第5-8页 |
| 0 Introduction | 第8-10页 |
| 1 Basic Theories of Translation | 第10-16页 |
| ·Theoretical Foundation of Modern Translation | 第10-11页 |
| ·Translation Principles and Advertising Texts | 第11-16页 |
| ·Translation Principles | 第11-12页 |
| ·Text Types | 第12-14页 |
| ·Vocative Texts and Advertising | 第14-16页 |
| 2 Advertising and Basic Features of Chinese Advertising Witticisms | 第16-29页 |
| ·Definition of Advertising | 第17-18页 |
| ·Distribution of Witticisms | 第18-22页 |
| ·Witticisms in Commercial Advertising | 第18-21页 |
| ·Witticisms in the Headline | 第18-19页 |
| ·Witticisms in the Slogan | 第19-20页 |
| ·Witticisms in the Text Proper | 第20-21页 |
| ·Witticisms in Non-commercial Advertising | 第21-22页 |
| ·Basic Features of Chinese Advertising Witticisms | 第22-29页 |
| ·Simple and Concise | 第23-24页 |
| ·Vivid and Attracting | 第24-26页 |
| ·Creative and Novel | 第26-27页 |
| ·Clear and Definite | 第27-29页 |
| 3 Restrictions in the C-E Translation of Advertising Witticisms | 第29-37页 |
| ·Restraints from Linguistic Untranslatability | 第29-32页 |
| ·Puns in Witticisms | 第29-31页 |
| ·Palindrome in Witticisms | 第31-32页 |
| ·Restraints from Cultural Untranslatability | 第32-35页 |
| ·Due to Differences in Association | 第33-34页 |
| ·Due to Differences in Values | 第34-35页 |
| ·Restraints from Advertising Laws and Regulations | 第35-37页 |
| 4 Approaches to C-E translation of Advertising Witticisms | 第37-52页 |
| ·Conventional Approaches | 第37-40页 |
| ·Literal Translation | 第37-38页 |
| ·Free Translation | 第38-39页 |
| ·Couplet | 第39-40页 |
| ·Adaptation | 第40-52页 |
| ·Structure-Borrowing | 第41-45页 |
| ·Borrowing from Proverbs and Idioms | 第41-43页 |
| ·Borrowing from Songs and Poems | 第43-45页 |
| ·Highlighting | 第45-46页 |
| ·Explanatory Translation | 第46-48页 |
| ·Treason | 第48-49页 |
| ·Personalization | 第49-52页 |
| 5 Conclusion | 第52-54页 |
| Bibliography | 第54-56页 |
