| 摘要 | 第1-6页 |
| Abstract | 第6-9页 |
| Contents | 第9-12页 |
| Introduction | 第12-17页 |
| ·General Description and the Importance of the Study | 第12-15页 |
| ·Overall Structure of the Study | 第15-17页 |
| Chapter One Advertisement and Metaphor | 第17-36页 |
| ·A brief Account of Advertisement | 第17-22页 |
| ·Definition of Advertisement | 第18-20页 |
| ·Function of Advertisement | 第20-22页 |
| ·A brief Account of Metaphor | 第22-36页 |
| ·An Overview of Studies of Metaphor | 第22-31页 |
| ·Metaphor in Advertisement | 第31-36页 |
| Chapter Two Difficulties in Translating Metaphor in English Advertisement | 第36-59页 |
| ·Difficulties Caused by Linguistic Conventions | 第36-48页 |
| ·Lexical Orientation | 第37-40页 |
| ·Syntactic Orientation | 第40-44页 |
| ·Semantic Orientation | 第44-47页 |
| ·Writing Style | 第47-48页 |
| ·Difficulties Caused by Cultural Conventions | 第48-59页 |
| ·Thinking Mode | 第49-51页 |
| ·Aesthetic Standards and Customs | 第51-54页 |
| ·Metaphor and Recognition on Ethnic and Value | 第54-59页 |
| Chapter Three An Overview of Relevance Theory | 第59-69页 |
| ·Related Concepts of Relevance Theory | 第59-66页 |
| ·Relevance | 第59-61页 |
| ·Context | 第61-63页 |
| ·Contextual Effects | 第63-64页 |
| ·Ostensive-Inferential Communication | 第64-66页 |
| ·Relevance Theory and Translation | 第66-69页 |
| Chapter Four Relevance Theory and Metaphor Translation inEnglish Advertisement | 第69-103页 |
| ·Metaphor Translation with Relevance Theory | 第69-71页 |
| ·Metaphor Translation strategies in English Advertisement | 第71-103页 |
| ·Metaphor versus Metaphor | 第71-86页 |
| ·Reproduction of the Same Image in the Target Language | 第71-79页 |
| ·Replacement of the Image in the Source Language by a Standard Target Language Image | 第79-83页 |
| ·Same Metaphor Combined with Sense | 第83-86页 |
| ·Metaphor versus Simile | 第86-95页 |
| ·Conversion of Metaphor to Simile Retaining the Image | 第86-90页 |
| ·Metaphor to Simile Combined with Sense | 第90-95页 |
| ·Metaphor versus Non-metaphor | 第95-103页 |
| ·Conversion of Metaphor to Sense | 第95-99页 |
| ·Deletion | 第99-103页 |
| Conclusion | 第103-106页 |
| Notes | 第106-107页 |
| Bibliography | 第107-111页 |
| Acknowledgements | 第111-112页 |
| 攻读学位期间主要的研究成果目录 | 第112页 |
