Acknowledgements 3-4 Abstract in Chinese 4-6 Abstract in English 6 Standard Abbreviations 9-10 Chapter Ⅰ Introduction 10-15 1.1 Background of the Study 10-12 1.2 Objectives of the Study 12-13 1.3 Scope of the Study and Sources of Data 13 1.4 Layout of the Thesis 13-15 Chapter Ⅱ Literature Review 15-30 2.1 Inadequacy of Traditional Approaches 15-17 2.2 German Functionalist Translation Approaches 17-25 2.2.1 Reiss‘s Text-type Classifications 17-19 2.2.2 Vermeer’s Skopos Theory 19-21 2.2.3 Nord‘s Translation-oriented Model 21-22 2.2.4 Merits of Functionalist Approaches 22-25 2.3 Previous Research on Advertising Translation 25-28 2.3.1 Hurbin (1972) 25-26 2.3.2 Talilon (1990) 26-27 2.3.3 Mathieu Guidère (2000) 27-28 2.4 Summary 28-30 Chapter Ⅲ Probing into the Advertising Language 30-44 3.1 Previous Studies on Advertising Language 30-32 3.2 Functions of Advertising Language 32-33 3.3 Linguistic Features of Advertisements 33-37 3.3.1 Essential Parts of an Advertising Text 33-34 3.3.2 Basic Linguistic Features of Advertising 34-36 3.3.3 Rhetoric Figures 36-37 3.4 A Comparison of English and Chinese Advertisements 37-42 3.4.1 At Syntactical Level 38-39 3.4.2 On Rhetorical Figures 39-40 3.4.3 On Choice of Words 40-42 3.5 Implications for Translating Chinese and English Advertisements 42-43 3.6 Summary 43-44 Chapter Ⅳ Analysis of the Advertising Translation 44-66 4.1 Methodology: Two Analytic Procedures 44-45 4.2 Discovery Stage 45-53 4.2.1 The Identification of ST and TT 45-47 4.2.2 Translator’s Role and Requirements in Advertising Translation 47-51 4.2.3 Criteria for Advertising Translation 51-52 4.2.4 The Role of Source text 52-53 4.3 Justification Stage 53-63 4.3.1 Anticipating Problems Encountered in Advertising Translation 53-56 4.3.2 Economic Dimension 56-59 4.3.3 Cultural Dimension 59-61 4.3.4 Ideological Dimension 61-63 4.4 Enlightenment on Other Fields 63-65 4.4.1 Enlightenment on Translator Training 64 4.4.2 Enlightenment on TQA 64-65 4.5 Summary 65-66 Chapter Ⅴ Conclusion 66-68 5.1 Summary of the Major Findings 66-67 5.2 Limitations of the Present Study 67 5.3 Recommendations for Further Research 67-68 Bibliography 68-71 |
