| Acknowledgements | 第1-5页 |
| 摘要 | 第5-7页 |
| Abstract | 第7-12页 |
| CHAPTER ONE INTRODUCTION | 第12-16页 |
| ·WHY THE THEORY OF SEMIOTICS？ | 第12-13页 |
| ·WHY ADVERTISING LANGUAGE TRANSLATION? | 第13-14页 |
| ·HOW DOES THE THEORY WORK ON THE PRACTICAL TRANSLATION？ | 第14页 |
| ·THE STRUCTURE OF THE DISSERTATION | 第14-16页 |
| CHAPTER TWO SEMIOTICS: A BRIEF INTRODUCTION | 第16-19页 |
| ·DEVELOPMENT OF THE DISCIPLINE OF SEMIOTICS | 第16-17页 |
| ·THE APPLICATION OF SEMIOTICS TO TRANSLATION | 第17-19页 |
| CHAPTER THREE THEORY FRAMEWORK | 第19-39页 |
| ·THE PROBLEM TO BE FOCUSED | 第19-21页 |
| ·CHARACTERISTICS OF ADVERTISING LANGUAGE | 第21-24页 |
| ·The characteristics of the words of ads language are as follows | 第21-23页 |
| ·The characteristics of sentence pattern of ads are: | 第23-24页 |
| ·RHETORIC DEVICES OF ADVERTISING LANGUAGE. | 第24-26页 |
| ·LITERARY FORMS OF ADVERTISING LANGUAGE | 第26页 |
| ·SAUSSUREAN & PEIRCEAN SEMIOTICS | 第26-30页 |
| ·What is semiotics? | 第28页 |
| ·The characteristics of semiotics | 第28-29页 |
| ·Linguistic sign | 第29-30页 |
| ·BASIC TERMS OF SEMIOTICS | 第30-32页 |
| ·Language sign | 第31-32页 |
| ·Sign, signal and symbol | 第32页 |
| ·MODES OF SIGNIFYING | 第32-34页 |
| ·SEMIOTIC APPROACHES TO TRANSLATION | 第34-39页 |
| ·Signs in advertising language and buying motives | 第36-37页 |
| ·Purpose and principle of advertising language translation | 第37-39页 |
| CHAPTER FOUR THE APPLICATION OF THE THEORY IN ADVERTISING LANGUAGE TRANSLATION | 第39-68页 |
| ·SYNTACTICS | 第39-47页 |
| ·Phonetics | 第39-41页 |
| ·Numbers | 第41-42页 |
| ·Gender | 第42页 |
| ·Person | 第42-43页 |
| ·Pun | 第43-44页 |
| ·Grammatical structure/word order | 第44-45页 |
| ·Sentence | 第45-47页 |
| ·SEMANTICS | 第47-57页 |
| ·Word level | 第48-51页 |
| ·Sentence level | 第51-54页 |
| ·Text level: | 第54-57页 |
| ·PRAGMATICS | 第57-64页 |
| ·Communication and context | 第57-61页 |
| ·Context | 第61-62页 |
| ·Macro context elements—culture and society | 第62-64页 |
| ·THE FOUR BASIC TRANSFERRING MODELS OF ENGLISH AND CHINESE ADVERTISING SIGNS | 第64-66页 |
| ·Corresponding transfer | 第64页 |
| ·Semantic Transfer | 第64-65页 |
| ·Semantic+Syntactic Transfer | 第65页 |
| ·Semantic+Pragmatic transfer | 第65-66页 |
| ·THREE ELEMENTS THAT TRANSLATOR MUST TAKE INTO CONSIDERATION | 第66-68页 |
| ·Psychology: | 第66-67页 |
| ·Ideology | 第67页 |
| ·Market. | 第67-68页 |
| CHAPTER FIVE CONCLUSION | 第68-70页 |
| BIBLIOGRAPHY | 第70-73页 |
