| 摘要 | 第1-6页 |
| ABSTRACT | 第6-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Motivation | 第10页 |
| ·Aims and significance | 第10-11页 |
| ·Research questions | 第11页 |
| ·Research method, research objects and data source | 第11页 |
| ·Structure of the thesis | 第11-13页 |
| Chapter Two Advertising and Advertising Translation | 第13-21页 |
| ·Advertising | 第13-19页 |
| ·Definition of advertising | 第13-14页 |
| ·Classification of advertising | 第14页 |
| ·Components of advertising | 第14-15页 |
| ·Functions of advertising | 第15-17页 |
| ·Linguistic principles of advertising language | 第17-19页 |
| ·Advertising translation | 第19-21页 |
| Chapter Three An Overview of Schema Theory | 第21-33页 |
| ·Definition of schema | 第21-23页 |
| ·A review of schema theory | 第23-26页 |
| ·Classification of schema | 第26-28页 |
| ·Linguistic schema | 第26-27页 |
| ·Formal schema | 第27页 |
| ·Content schema | 第27-28页 |
| ·Features of schema | 第28-30页 |
| ·Being abstract | 第28-29页 |
| ·Being hierarchical | 第29页 |
| ·Being variable | 第29-30页 |
| ·Being culturally-specific | 第30页 |
| ·The basic models of schema activation | 第30-32页 |
| ·Summary | 第32-33页 |
| Chapter Four Schema Theory in Translation | 第33-41页 |
| ·Interaction between schema and text | 第33-34页 |
| ·The analysis of translating process | 第34-35页 |
| ·Schema analysis in translating process | 第35-39页 |
| ·Author of the source text | 第35-36页 |
| ·Translator in the decoding of schema | 第36-38页 |
| ·Schema transformation from translator to TT readers | 第38-39页 |
| ·Previous studies on the application of schema theory to translation | 第39-41页 |
| Chapter Five Schema Theory in Advertising Translation | 第41-65页 |
| ·Comparison of schemata in English and Chinese ads | 第41-48页 |
| ·Language schemata | 第41-43页 |
| ·Formal schemata | 第43-45页 |
| ·Content schemata | 第45-48页 |
| ·The importance of schema theory in advertising translation | 第48-50页 |
| ·Prerequisite for correct decoding | 第49页 |
| ·Facilitating encoding | 第49-50页 |
| ·Application of schema theory in advertising translation | 第50-54页 |
| ·Translator: the subject of ads translation | 第50-51页 |
| ·Schema in source text comprehension | 第51-52页 |
| ·Schema in target text production | 第52-53页 |
| ·Enrichment of translator’s schema | 第53-54页 |
| ·Enlightenment of schema theory on advertising translation strategies | 第54-65页 |
| ·The relationship between TT reader’s schema and ST | 第54-55页 |
| ·Analysis of schema correspondence and strategy | 第55-57页 |
| ·Analysis of schema divergence and strategy | 第57-65页 |
| Chapter Six Conclusion | 第65-67页 |
| ·Findings of the study | 第65-66页 |
| ·Limitations of the study | 第66-67页 |
| Bibliography | 第67-70页 |
| Acknowledgements | 第70页 |
