| Acknowledgements | 第5-6页 |
| Abstract(English) | 第6页 |
| Abstract(Chinese) | 第8-11页 |
| Chapter 1 Introduction | 第11-15页 |
| Chapter 2 Literature Review | 第15-27页 |
| 2.1 Previous studies on Advertising English and Chinese | 第15-21页 |
| 2.1.1 Linguistic Characteristics of Advertising English and Chinese | 第15-18页 |
| 2.1.1.1 Linguistic Characteristics on Lexical Level | 第15-16页 |
| 2.1.1.2 Linguistic Characteristics on Syntactic Level | 第16-17页 |
| 2.1.1.3 Linguistic Characteristics on Rhetorical Level | 第17-18页 |
| 2.1.2 Cultural Features of Advertising English and Chinese | 第18-21页 |
| 2.2 Previous Studies on Equivalence | 第21-27页 |
| 2.2.1 Analysis of Equivalence in the West | 第22-26页 |
| 2.2.1.1 Linguistic Approach | 第22-24页 |
| 2.2.1.2 Communicative Approach | 第24-26页 |
| 2.2.2 Similar Pursuit of Equivalence in China | 第26-27页 |
| Chapter 3 Pragmatic Factors in Advertising and Its Translation | 第27-33页 |
| 3.1 Advertising: a Pragmatic Style | 第27-28页 |
| 3.2 Pragmatic Failure: the Main Problem in Translating Advertising | 第28-33页 |
| 3.2.1 What is Pragmatic Failure? | 第28-29页 |
| 3.2.2 Grammatical Errors and Pragmatic Failures | 第29-30页 |
| 3.2.3 Pragmatic Failures in Advertisements Translation | 第30-33页 |
| 3.2.3.1 Pragmalinguistic Failure in Advertisement Translation | 第30-31页 |
| 3.2.3.2 Sociopragmatic Failure in Advertisement Translation | 第31-33页 |
| Chapter 4 Aspects about the Theory of Pragmatic Equivalence | 第33-44页 |
| 4.1 The Theory of Pragmatic Equivalence | 第33-36页 |
| 4.1.1 Understanding of Pragmatic Equivalence | 第34-36页 |
| 4.1.2 Pragmalinguistic Equivalence and Sociopragmatic Equivalence | 第36页 |
| 4.2 Its Evaluation | 第36-40页 |
| 4.2.1 Settling the Dispute over Literal Translation and Free Translation | 第36-37页 |
| 4.2.2 Presenting a New Perspective on Translation Equivalence | 第37-38页 |
| 4.2.3 Advantages over the Traditional Theory of Translation Equivalence | 第38-40页 |
| 4.3 Enlightenment of the Theory on Advertisement Translation | 第40-44页 |
| 4.3.1 The Necessity of Paying Enough Attention to ST | 第40-41页 |
| 4.3.2 The Extension of the Concept of Translation to Translational Action | 第41页 |
| 4.3.3 The Active Participation of the Translator in Translating | 第41-42页 |
| 4.3.4 The Emphasis on the Role of Target Receiver | 第42-44页 |
| Chapter 5 Pragmalinguistic Equivalence in Translating Advertisements | 第44-52页 |
| 5.1 Proper Transformation of Pragmatic Rules | 第44-45页 |
| 5.2 Reproduction of Pragmatic Meaning | 第45-52页 |
| 5.2.1 Addition | 第46-47页 |
| 5.2.2 Abridgement | 第47-49页 |
| 5.2.3 Adaptation | 第49-52页 |
| Chapter 6 Sociopragmatic Equivalence in Translating Advertisements | 第52-60页 |
| 6.1 Correct Conveyance of Associative Meaning | 第52-54页 |
| 6.2 Orientating Towards Target Values and Norms | 第54-56页 |
| 6.3 Avoiding Taboos in the Target Culture | 第56-58页 |
| 6.4 Summary | 第58-60页 |
| Conclusion | 第60-62页 |
| Bibliography | 第62-65页 |
| Appendix | 第65页 |
