| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-9页 |
| Introduction | 第9-13页 |
| Chapter One Literature Review | 第13-18页 |
| ·Previous studies on advertisement translation | 第13-16页 |
| ·Present situation of advertisement translation | 第16-18页 |
| Chapter Two Theoretical Basis | 第18-27页 |
| ·Background and development of Skopos theory | 第18-21页 |
| ·Core concepts of Skopos theory | 第21-25页 |
| ·Translation Brief | 第21-22页 |
| ·Three rules and their relationship | 第22-24页 |
| ·Adequacy and equivalence | 第24页 |
| ·The role of translator and target receiver | 第24-25页 |
| ·Significance of Skopos theory to advertisement translation | 第25-27页 |
| Chapter Three Advertisement and Advertisement Translation | 第27-37页 |
| ·Advertisement in general | 第27-34页 |
| ·Definition and characteristics of advertisement | 第27-28页 |
| ·Classification and elements of advertisement | 第28-31页 |
| ·Functions and roles of advertisement | 第31-33页 |
| ·Requirements of advertisement | 第33-34页 |
| ·Basic Features of advertisement language | 第34页 |
| ·Advertisement translation | 第34-37页 |
| ·General understanding of advertisement translation | 第34-35页 |
| ·Basic principles of advertisement translation | 第35-37页 |
| Chapter Four Linguistic and Cultural Differences between English and Chinese Advertisements | 第37-55页 |
| ·Language, culture and advertisement translation | 第37-39页 |
| ·Linguistic differences between English and Chinese advertisements | 第39-49页 |
| ·Lexical features | 第39-41页 |
| ·Syntactic features | 第41-43页 |
| ·Rhetorical features | 第43-48页 |
| ·The impact of linguistic differences on English-Chinese advertisement translation | 第48-49页 |
| ·Cultural differences between English and Chinese advertisements | 第49-55页 |
| ·The differences of values | 第49-52页 |
| ·The differences of colors and numbers | 第52-53页 |
| ·The differences of aesthetics | 第53页 |
| ·The differences of social customs | 第53-54页 |
| ·The impact of cultural differences on advertisement translation | 第54-55页 |
| Chapter Five Integrated Application of Skopos Theory to Advertisement Translation in View of Linguistic and Cultural Differences | 第55-67页 |
| ·General consideration of Skopos theory in advertisement translation | 第55-58页 |
| ·Skopos theory as the most effective guiding theory in advertisement translation | 第55-56页 |
| ·The status of source text and target text in advertisement translation | 第56-57页 |
| ·Flexible advertisement translation strategies | 第57-58页 |
| ·Translation Strategies Applicable to Advertisement Translation in View of the Differences | 第58-67页 |
| ·Literal translation and its inadequacy | 第59-61页 |
| ·Free translation | 第61-65页 |
| ·Semantic translation | 第65-67页 |
| Conclusion | 第67-69页 |
| Bibliography | 第69-71页 |
