| Preface | 第1-13页 |
| Chapter One A General Study of Advertising | 第13-31页 |
| ·Literature Review | 第13-14页 |
| ·Evolution and Definition of Advertising | 第14-18页 |
| ·Historical Evolution of Advertising | 第14-16页 |
| ·Definition of Advertising | 第16-18页 |
| ·Functions and Requirements of Advertising | 第18-27页 |
| ·Functions of Advertising | 第18-20页 |
| ·Requirements of Advertising Copywriting | 第20-27页 |
| ·Cross-cultural Advertising | 第27-31页 |
| ·Connotation of Culture | 第27-28页 |
| ·Linguistic Cultural Advertising | 第28-31页 |
| Chapter Two An Introduction to Rhetoric | 第31-42页 |
| ·What is Rhetoric | 第31-36页 |
| ·Historical Background of Rhetoric | 第31-32页 |
| ·Concept of Rhetoric | 第32-34页 |
| ·Categories of Modern Rhetoric | 第34-36页 |
| ·Significance and Requirements of Rhetoric | 第36-39页 |
| ·Significance of Studying Rhetoric | 第36-38页 |
| ·Requirements of Rhetoric | 第38-39页 |
| ·The Relationship between Rhetoric and Some Other Sciences | 第39-40页 |
| ·Phonetics | 第39页 |
| ·Semantics | 第39-40页 |
| ·Lexicology | 第40页 |
| ·Logic and Grammar | 第40页 |
| ·The Relationship between Rhetoric and Advertising English | 第40-42页 |
| Chapter Three The Art of Rhetoric in Advertising English | 第42-84页 |
| ·Phonetic Stylistic Devices | 第42-50页 |
| ·Alliteration | 第43-44页 |
| ·Rhyme | 第44-47页 |
| ·Assonance | 第47-48页 |
| ·Onomatopoeia | 第48-50页 |
| ·Lexical Stylistic Devices | 第50-71页 |
| ·Pun | 第50-53页 |
| ·Parody | 第53-55页 |
| ·Hyperbole | 第55-57页 |
| ·Antithesis | 第57-59页 |
| ·Personification | 第59-60页 |
| ·Irony | 第60-61页 |
| ·Climax | 第61-62页 |
| ·Simile | 第62-64页 |
| ·Metaphor | 第64-66页 |
| ·Paradox | 第66-67页 |
| ·Metonymy | 第67-69页 |
| ·Euphemism | 第69-71页 |
| ·Syntactical Stylistic Devices | 第71-84页 |
| ·Rhetorical Question | 第72-73页 |
| ·Repetition | 第73-76页 |
| ·Parallelism | 第76-79页 |
| ·Ellipsis | 第79-81页 |
| ·Aposiopesis | 第81-84页 |
| Chapter Four The Effective Application of Rhetoric to the Translation of Chinese Advertisements | 第84-104页 |
| ·Cross-cultural Advertising Translation | 第84-86页 |
| ·Significance of Translation | 第84-85页 |
| ·Concept of Cross-cultural Advertising Translation | 第85-86页 |
| ·Requirements of Advertising Translation | 第86-89页 |
| ·Familiarity with Product | 第86页 |
| ·Flexibility in Style | 第86-88页 |
| ·Naturalness in Translation | 第88-89页 |
| ·Difficulties of the Translation of Chinese Ads | 第89-92页 |
| ·Differences in Character | 第91页 |
| ·Differences in Rhetoric | 第91-92页 |
| ·The Principle of Advertising Translation | 第92-96页 |
| ·Theory of Functional Equivalence | 第93-95页 |
| ·A Tentative Principle of the Translation of Chinese Ads | 第95-96页 |
| ·Application of Rhetorical Devices to the Translation of Chinese Advertisements | 第96-104页 |
| ·Application of Metaphor to Translation | 第97页 |
| ·Application of Personification to Translation | 第97-98页 |
| ·Application of Pun to Translation | 第98-99页 |
| ·Application of Parody to Translation | 第99-101页 |
| ·Application of Parallelism to Translation | 第101-102页 |
| ·Application of Alliteration to Translation | 第102-104页 |
| Conclusion | 第104-106页 |
| Bibliography | 第106-108页 |
