| Acknowledgements | 第1-4页 |
| Abstract | 第4-8页 |
| Chapter 1 Introduction | 第8-11页 |
| Chapter 2 Literature Review | 第11-30页 |
| ·The Study of Advertisement and Its Language | 第11-16页 |
| ·Definition and Function of Advertising | 第11-13页 |
| ·Developmental Perspective of Advertising Language | 第13-15页 |
| ·Study of Advertising Language Abroad | 第13-14页 |
| ·Study of Advertising Language at Home | 第14-15页 |
| ·The Practical Significance of Exploring Advertising Language | 第15-16页 |
| ·A General Survey of Pragmatic Failure | 第16-30页 |
| ·Pragmatics | 第16-18页 |
| ·Definition of Pragmatic Failure | 第18-19页 |
| ·Classification of Pragmatic Failure | 第19-23页 |
| ·Pragmalinguistic Failure | 第19-21页 |
| ·Sociopragmatic Failure | 第21-23页 |
| ·Cause of Pragmatic Failure | 第23-25页 |
| ·Consequences of Cross-cultural Pragmatic Failure | 第25-27页 |
| ·Pragmatic Translation Theory and Pragmatic Failure | 第27-28页 |
| ·Evaluation | 第28-30页 |
| Chapter 3 Cross-cultural Pragmatic Failure in Translated Advertisements | 第30-57页 |
| ·Case Analysis | 第30-31页 |
| ·Sociopragmatic Failure in Translated English Advertisements | 第31-50页 |
| ·Failures Caused by Different Cultural Associations | 第32-37页 |
| ·Failure Caused by Use of Taboo Words | 第37-42页 |
| ·Failures in Ignorance of Different Value Systems | 第42-46页 |
| ·Misuse of Idiom or Slang in English | 第46-49页 |
| ·Failures Caused by Different Political Background | 第49-50页 |
| ·Pragmalinguistie Failure in Translated English Advertisements | 第50-57页 |
| ·Literal Translation without Full Understanding of Pragmatic force | 第50-53页 |
| ·Indiscriminate Use of Chinese Expressions and Text Structures | 第53-55页 |
| ·Negative Transference of Pragmatic Force | 第55-57页 |
| Chapter 4 Findings from the Research | 第57-66页 |
| ·Tentative Strategies to Avoid Pragmatic Failures in Translated Advertisements | 第57-62页 |
| ·Catering to Foreign Readers' Purchasing Psychology | 第57-58页 |
| ·Avoiding Violation of Advertising English Conventions | 第58-59页 |
| ·Using Free Translation to Relieve Culture Shock | 第59-60页 |
| ·Conforming to Foreign Readers' Way of Thinking | 第60-61页 |
| ·Avoiding Unhappy Association | 第61-62页 |
| ·Enlightenment of PF to Translators and Foreign Language Learners | 第62-66页 |
| ·Necessity of Cross-cultural Pragmatic Contrast | 第62-63页 |
| ·Importance of Cultural Awareness | 第63-64页 |
| ·Importance of Pragmatic Competence | 第64-66页 |
| Chapter 5 Conclusion | 第66-69页 |
| ·Significance of the Research | 第66-67页 |
| ·Limitations and Suggestions for Further Research | 第67-69页 |
| Bibliography | 第69-73页 |
