Abstract 4-5 摘要 6-13 Introduction 13-15 Chapter One A Review of the Functionalist Approach 15-27 1.1 Background of the Thoery 15-18 1.1.1 The Equivalence Theories 15-17 1.1.2 Limitations of Equivalence-based Theories 17-18 1.2 Development of the Functionalist Theory 18-22 1.2.1 Katharina Reiss and her Functionalist Translation Criticism 18-19 1.2.2 Vermeer's Skopos Theory 19-20 1.2.3 Justa Holz-Manttlan's Theory of Translation Action 20-21 1.2.4 Nord's "Function plus Loyalty" 21-22 1.3 Basic Concepts of Functionalist Approaches 22-24 1.4 Enlightenment of the Theory on Advertising Translation 24-27 1.4.1 The Active and Crucial Participation of the Translator in Translation 24 1.4.2 The Insight into the Idea of Dethronement of the Source-text 24-25 1.4.3 The Emphasis on the Role of Target Receiver 25-27 Chapter Two A Brief Review of Advertising 27-34 2.1 Definition of Advertising 27-29 2.2 Structure of Advertising 29-31 2.3 Characteristics of Advertising 31 2.4 Functions of Advertising 31-34 Chapter Three Culture, Language and Advertising 34-42 3.1 Culture 34-37 3.1.1 Definition of Culture 34-35 3.1.2 Characteristics of Culture 35-36 3.1.3 Functions of Culture 36-37 3.2 Culture and Language 37-38 3.3 Advertising Language in a Cultural Context 38-40 3.4 Language and Advertising 40-42 Chapter Four Cultural Differences That Reflected in the Advertising Language 42-52 4.1 Cultural Values and Advertising Language 42-47 4.1.1 Definition of Valu 42-43 4.1.2 Comparison between Chinese and Western Value 43-47 4.1.2.1 Individualism & Collectivism 43-45 4.1.2.2 Masculinity & Femininity 45-47 4.2 The Differences of Religion and Advertising Language 47-48 4.3 The Differences of Aesthetics and Advertising Language 48-50 4.4 The Differences of Social Customs and Advertising Langua 50-52 Chapter Five Linguistic Differences Reflected in the Advertising Language 52-60 5.1 Lexical Differences 52-55 5.1.1 Lexical Features in Advertising English 52-54 5.1.1.1 Mass Use of Adjective 52-53 5.1.1.2 Coinage and Anagrammatic Spelling 53-54 5.1.2 Unique Lexical Features in Advertising Chinese 54-55 5.2 Syntactic Differences 55-57 5.3 Rhetorical Differences 57-60 Chapter Six Functionalist Approch to Advertising Translation 60-70 6.1 Definition of Translation 60-61 6.2 Functionalist Approach to Advertising Translation 61-70 6.2.1 Transliteration 62-63 6.2.2 Literal Translation 63-65 6.2.3 Abridgement 65-67 6.2.4 Addition 67-68 6.2.5 Adaptive Translation 68-70 Conclusion 70-71 Works Cited 71-75 Acknowledgements 75 |
