论文目录 | |
Abstract | 第1-5
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Abstract in Chinese | 第5-9
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Ⅰ Introduction | 第9-12
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Ⅱ The properties of advertising | 第12-18
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· The Definition of Advertising | 第12
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· Advertising Components | 第12-13
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· Advertising Objectives | 第13-14
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· Advertising as a Form of Communication | 第14-17
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· The Human Communication Process | 第14-15
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· Advertising and Communication | 第15-16
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· The Communication Situation in Advertising | 第16-17
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Summary | 第17-18
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Ⅲ The stylistic characteristics of advertising English | 第18-28
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· The lexical Features of Advertising English | 第18-20
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· Coinage and Anagrammatic Spelling | 第18-19
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· Borrowed Words | 第19-20
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· Some Adjectives Frequently Used | 第20
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· Carefully Choosing the Verbs | 第20
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· The Syntactic Features of Advertising English | 第20-22
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· Simple Sentence vs Complex Sentence | 第20-21
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· Interrogative Sentence and Imperative Sentence | 第21-22
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· Disjunctive Clause | 第22
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· Minor Clause | 第22
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· The Rhetorical Characteristics of Advertising English | 第22-27
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· The musical beauty of the advertising language----the rhetorical devices in Advertising English | 第23-24
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· The visual beauty of the advertising----the lexical rhetorical device of advertising English | 第24-26
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· The structural beauty of the advertising----the syntactical rhetorical | 第26-27
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Summary | 第27-28
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Ⅳ The cultural properties of advertising | 第28-38
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· The Concept of Culture | 第28
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· Self-reference Criterion and Ethnocentrism | 第28-29
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· Cultural Distance | 第29-30
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· The Cultural Properties of International Advertising | 第30-37
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· National character and aesthetic attitude | 第31-32
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· National psychology and aspiration | 第32-33
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· Values and life styles | 第33-34
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· Colors and other signs and symbols | 第34-36
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· Religion, morals and ethical standards | 第36-37
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Summary | 第37-38
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Ⅴ Eugene A. Nida's functional equivalence theory and advertising translation | 第38-45
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· Eugene A. Nida and his translation theory | 第38
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· Functional equivalence vs formal equivalence | 第38-40
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· Functions of language and advertising language | 第40-41
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· Functional theory and advertising translation | 第41-43
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· Cultural aspects of translation | 第43-44
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Summary | 第44-45
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Ⅵ Skopostheorie and advertising translation | 第45-51
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· Hart J. Vermeer and Skopostheorie | 第45
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· The definition of translation in Skopostheorie | 第45
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· Translation brief in Skopostheorie | 第45-46
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· Criterion for advertising translation and the role of source text | 第46-48
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· Equivalence in Skopostheorie | 第48-50
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Summary | 第50-51
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Ⅶ Peter Newmark's Communicative Translation and advertising translation | 第51-56
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Summary | 第55-56
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Ⅷ The orientation of advertising translation-from literal to cultural translation | 第56-66
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· Advertising translation as an act of communication across cultural barriers | 第56
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· The translation of trademarks | 第56-61
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· The methods of brand name translation | 第57-61
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· The translation of advertising slogans | 第61-64
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Summary | 第64-66
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Bibliography | 第66-69
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Acknowledgements | 第69页 |