| ABSTRACT | 第1-6页 |
| 摘要 | 第6-11页 |
| Introduction | 第11-13页 |
| Chapter 1 Introduction to Semiotic Basics and Semiotic-based Translation Theories | 第13-36页 |
| ·A brief survey of the study of semiotics | 第14-19页 |
| ·Signs | 第14-17页 |
| ·Types of signs | 第17-18页 |
| ·Denotation and connotation | 第18-19页 |
| ·Semiosis | 第19-22页 |
| ·The concept of infinite semiosis | 第19-20页 |
| ·Semiosis in communication | 第20-22页 |
| ·Code | 第22-26页 |
| ·The concept of code | 第22-24页 |
| ·The cultural property of code | 第24-25页 |
| ·Decode and encode | 第25-26页 |
| ·Semiotics and translation | 第26-34页 |
| ·The advantages of semiotic translation | 第27页 |
| ·Semiotic translation theories | 第27-30页 |
| ·Semiotic translation theories of Nida | 第30-34页 |
| ·Summary | 第34-36页 |
| Chapter 2 Advertisements | 第36-54页 |
| ·The concept of advertisement | 第36-42页 |
| ·The definitions of advertising | 第36-38页 |
| ·The components of advertising | 第38-39页 |
| ·The objectives of advertising | 第39-41页 |
| ·The functions of adverting | 第41-42页 |
| ·Six Ms in advertisement designing | 第42页 |
| ·Advertising language | 第42-52页 |
| ·Lexical characteristics | 第43-44页 |
| ·Syntactical characteristics | 第44-46页 |
| ·Rhetorical characteristics | 第46-52页 |
| ·Making semiotic analyses of advertisements | 第52-53页 |
| ·Summary | 第53-54页 |
| Chapter 3 Culture in Advertisement Translation | 第54-70页 |
| ·Definitions of culture | 第54-55页 |
| ·Categories of culture | 第55-57页 |
| ·Culture and linguistic signs | 第57-59页 |
| ·Culture and language | 第57-58页 |
| ·Culture and advertising language | 第58-59页 |
| ·Cultural similarities and cultural differences | 第59-60页 |
| ·Cultural gaps | 第60-61页 |
| ·Translating signs---translating culture | 第61-62页 |
| ·A brief survey of Western and Chinese cultural differences | 第62-69页 |
| ·Cultural differences in ecological aspect | 第62-64页 |
| ·Cultural differences in communicative aspect | 第64-65页 |
| ·Cultural differences in institutional aspect | 第65页 |
| ·Cultural differences in conceptual aspect | 第65-69页 |
| ·Summary | 第69-70页 |
| Chapter 4 Practical Advertising Translation Techniques Guided by Semiotic Theories | 第70-84页 |
| ·Literal translation | 第70-72页 |
| ·Free translation | 第72-74页 |
| ·Transliteration | 第74-75页 |
| ·The combination of transliteration and free translation | 第75-77页 |
| ·Parody translation | 第77-78页 |
| ·Adaptation | 第78-81页 |
| ·Compensation translation | 第81-82页 |
| ·Summary | 第82-84页 |
| Conclusion | 第84-86页 |
| References | 第86-89页 |
| Acknowledgements | 第89-90页 |
| Paper Published | 第90页 |
