| Chapter One Introduction | 第1-13页 |
| ·Aims and Research Questions | 第9-10页 |
| ·Significance of the Study | 第10-11页 |
| ·Methodology | 第11-13页 |
| Chapter Two Literature Review | 第13-17页 |
| ·Language and the Translation of Advertisements | 第13-14页 |
| ·Culture and the Translation of Advertisements | 第14-15页 |
| ·Interactive Relationship between the Translation of Advertisements and the Target Environment | 第15-17页 |
| ·Jettmarová's Literalness as an Overall Strategy for Translating Advertisements in the Czech Republic | 第15-16页 |
| ·Jettmarová & Piotrowska & Zauberga's New advertising markets as target areas for translation | 第16-17页 |
| Chapter Three Theoretical Basis | 第17-28页 |
| ·The Cultural Turn in Translation Studies | 第17-18页 |
| ·Polysystem and Translation | 第18-21页 |
| ·Origin of the Polysystem Theory | 第18页 |
| ·Translation and the Literary System | 第18-20页 |
| ·Brief Conclusion of the Polysystem theory | 第20-21页 |
| ·Enlightenment of the Polysystem Theory | 第21页 |
| ·Translation as Rewriting | 第21-26页 |
| ·General Aspects of the Rewriting Theory | 第21-23页 |
| ·Two Key Factors Influencing Translation | 第23-26页 |
| ·The Combined Theoretical Framework | 第26-28页 |
| Chapter Four Overview of Advertisement and the Translation of Advertisements | 第28-35页 |
| ·Definitions of Advertisement | 第28-29页 |
| ·The Functions of Advertisement | 第29-32页 |
| ·The Function of Providing Information | 第30页 |
| ·The Function of Persuading Consumer | 第30页 |
| ·The Function of Creating Desire | 第30页 |
| ·The Function of Reflecting and Promoting Culture | 第30-32页 |
| ·The Mainstream of the Translation of Advertisements | 第32-35页 |
| ·Two Basic Translation Strategies------Domestication and Foreignization | 第33页 |
| ·Domestication------The Prevailing Strategy in Advertisement Translation | 第33-35页 |
| Chapter Five The Analysis | 第35-59页 |
| ·Two Key Factors Influencing the E-C Translation of Advertisements | 第35-47页 |
| ·Ideology in China | 第35-39页 |
| ·The Political Constraints on the Translation of Advertisements | 第35-37页 |
| ·The Cultural Constraints on the Translation of Advertisements | 第37-39页 |
| ·Advertising Poetics in China | 第39-47页 |
| ·The Formal Poetological Constraints on the E-C Translation of Advertisements | 第40-47页 |
| ·Rhyme | 第41-43页 |
| ·Four-Character Phraseology | 第43-44页 |
| ·Couplet | 第44-45页 |
| ·Pun | 第45-47页 |
| ·The Functional Poetological Constraints on the Translation of Advertisements | 第47页 |
| ·Impacts of the E-C Translation of Advertisements | 第47-59页 |
| ·Impacts on the Ideology in China | 第49-52页 |
| ·Impacts on the Advertising Poetics in China | 第52-59页 |
| ·Impacts on the Formal Poetological Constraints | 第52-55页 |
| ·Impacts on the Functional Poetological Constraints | 第55-59页 |
| Chapter Six Conclusion | 第59-61页 |
| ·Findings of the Study | 第59-60页 |
| ·Limitations of the Present Study and Recommendations for Further Study | 第60-61页 |
| References | 第61-64页 |
