致谢
文摘
英文文摘
Chapter 1: Introduction
1. 1 Purpose of the thesis
1.2Agenda
Chapter 2: Translating advertising and a briefassessmenton how it has been approached
2.1 International advertising and standardized advertising
2.2Translating advertising
2.3A brief assessment on how it has been approached
conclusion
Chapter 3: Characteristics of advertising
3. 1 Simplified message
3.2Positioning
3.3Complicated “context”
3.4Covert communication
3.5Making full use of language artifice
conclusion
Chapter 4: A brief review of how advertising language has been approached from the linguistic point of view
4. 1 Some semiotic approaches
4.2Some pragmatic approaches
4.3 Relevance Theory
conclusion
Chapter 5: Relevance Theory's contribution to translating advertising taglines
5. 1 Facilitating better comprehension by revealing the nature of advertising language
5.2Enlightening on establishing rules for translating advertising taglines
Chapter 6: Some concluding remarks
Bibliography
Exhibits
复旦大学;
Standardized Advertising; Translation with adaptation; Relevance Theory; Optimal Relevance; Loose talk;
