文摘
英文文摘
声明
Acknowledgements
Chapter Ⅰ Introduction
1.1 Definition and functions of advertising
1.1.1 Definition of advertising
1.1.2 Functions of advertising
1.2 Literature review
1.2.1 Tendencies in translation theories development
1.2.2 A debate on the nature of advertising translation
1.2.3 Domestic studies on the subject
1.3 The necessity and purpose of the study
1.4 The arrangement and main content of the thesis
Chapter Ⅱ Skopos Theory and Advertising Translation
2.1 Skopos Theory
2.1.1 Definition of translation and Skopos Theory
2.1.2 Skopos rule as guiding principle
2.1.3 Intertextual and intratextual conherence as subordinate principle
2.2 Advertising classification
2.2.1 Consumer advertising
2.2.2 Business advertising
2.3 Skopos Theory: inherent theory for advertising translation
2.4 Advertising Translation and Skopos Theory
2.4.1 Translation Process
2.4.2 Advertising translator
2.4.3 Original text
2.4.4 Equivalence
2.5 Summary
Chapter Ⅲ Culture and Advertising Translation
3.1 The concept of culture
3.2 Cultural differences reflected in advertising texts
3.2.1 Different patterns of thought
3.2.2 Different norms of society
3.2.3 Different values
3.3 Translating culture
3.3.1 Cultural dynamic equivalence
3.3.2 Cognitive equivalence and culture
3.3.3 Translating advertising texts culturally
3.4 Domestication
3.4.1 Translating strategy: domestication and foreignization
3.4.2 Advocate of domestication
3.4.3 Translation of advertising texts by means of Domestication
3.5 Summary
Chapter Ⅳ Translation of Advertising Texts
4.1 Translating brand names
4.2 Translating slogans
4.2.1 Translating puns
4.2.2 Translating proverbs
4.2.3 Change of translating slogans
4.3 Translating body texts
4.4 Foreignization
4.5 Summary
Chapter Ⅴ Conclusion
Bibliography
