| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-8页 |
| Contents | 第8-10页 |
| Chapter One Introduction | 第10-14页 |
| ·Background of the Research | 第10-11页 |
| ·Purpose and Significance of the Research | 第11-12页 |
| ·Layout of the Thesis | 第12-14页 |
| Chapter Two Review ofAdvertisement Translation Studies | 第14-22页 |
| ·General Introduction to Advertisement | 第14-18页 |
| ·Definition of Advertising | 第14-16页 |
| ·Classification of Advertisement | 第16页 |
| ·Functions and Features ofAdvertising Language | 第16-18页 |
| ·Advertisement Translation from Various Perspectives | 第18-22页 |
| ·Equivalence and Equivalent Effect | 第18-19页 |
| ·Functionalism and Skopos Theory | 第19-20页 |
| ·Interdisciplinary Studies of Advertisement Translation | 第20-22页 |
| Chapter Three Implication of Schema Theory forAdvertisement Translation | 第22-37页 |
| ·Overview of Schema Theory | 第22-29页 |
| ·Definition and Development of Schema Theory | 第22-24页 |
| ·Classification and Characteristics of Schema | 第24-25页 |
| ·Basic Information Processing Modes in Schema-based Comprehension | 第25-27页 |
| ·Cognitive Development Based on Piaget’s Schema Adaptation | 第27-29页 |
| ·Role of Schema in Advertisement Comprehension | 第29-35页 |
| ·Language Schema | 第30-32页 |
| ·Content Schema | 第32-35页 |
| ·Schematic View of Branding and Translation of Brand Names | 第35-37页 |
| ·Necessity of Brand Name in Modern Advertising | 第35页 |
| ·Schematic Analysis of Brand Name’s Function in Advertising | 第35-37页 |
| Chapter Four Enlightenment of Schema Theory to Advertisement Translation Strategies | 第37-66页 |
| ·Critical Review of Schematic Studies onAdvertisement Translation | 第37-39页 |
| ·Advertisement Translation Considering Target-readers’Schemata | 第39-59页 |
| ·Reinforcing Target-readers’ Schemata | 第39-50页 |
| ·Refreshing Target-readers’ Schemata | 第50-53页 |
| ·Preserving Target-readers’ Schemata | 第53-59页 |
| ·Limited Translatability in Advertisement Translation | 第59-66页 |
| ·Information Gap between ST and TT | 第59-60页 |
| ·Untranslatabilty and Compensation in Advertisement Translation | 第60-66页 |
| Chapter Five Conclusion | 第66-68页 |
| ·Major Findings of the Study | 第66-67页 |
| ·Limitations and Suggestions for Future Research | 第67-68页 |
| Bibliography | 第68-72页 |
