| ABSTRACT | 第1-7页 |
| 中文摘要 | 第7-8页 |
| ACKNOWLEDGEMENTS | 第8-12页 |
| Chapter One INTRODUCTION | 第12-18页 |
| ·The Background to the Study | 第12-13页 |
| ·Literature Review | 第13-16页 |
| ·Objectives of the Thesis | 第16页 |
| ·Significance of the Thesis | 第16-17页 |
| ·Practical significance | 第16页 |
| ·Theoretical significance | 第16-17页 |
| ·Structure of the Thesis | 第17-18页 |
| Chapter Two A GENERAL SURVEY OF BRAND NAME | 第18-26页 |
| ·Definitions of Brand and Brand Name | 第18-19页 |
| ·Basic Principles for Designing Brand Names | 第19-20页 |
| ·The "KISS" principle | 第19页 |
| ·The novelty principle | 第19-20页 |
| ·The readability principle | 第20页 |
| ·Functions of Brand Names | 第20-23页 |
| ·Distinguishing products | 第20-21页 |
| ·Providing information | 第21页 |
| ·Advertising function | 第21-22页 |
| ·Stimulating consumption | 第22页 |
| ·Ensuring quality | 第22-23页 |
| ·Formation of Brand Names | 第23-26页 |
| ·Proper name used as brand name | 第23-24页 |
| ·Common word used as brand name | 第24页 |
| ·Coined word used as brand name | 第24-26页 |
| Chapter Three FUNCTIONALIST APPROACHES TO TRANSLATION AND THE ENLIGHTENMENT ON BRAND NAME TRANSLATION | 第26-38页 |
| ·Development of Functionalist Approaches | 第26-29页 |
| ·Katharina Reiss and the functionalist translation criticism | 第27页 |
| ·Vermeer and Skopostheorie | 第27-28页 |
| ·Holz-Manttari and the theory of translational action | 第28页 |
| ·Nord's function-plus-loyalty model | 第28-29页 |
| ·Major Concepts in Functionalist Approaches | 第29-34页 |
| ·Translating as intentional interaction | 第29页 |
| ·Translating as interpersonal interaction | 第29-30页 |
| ·Translating as a communicative action | 第30-31页 |
| ·Translating as intercultural action | 第31页 |
| ·Translating as a text-processing action | 第31页 |
| ·Translation brief | 第31-32页 |
| ·Three rules of Skopostheorie | 第32-34页 |
| ·Skopos rule | 第32-33页 |
| ·Coherence rule and fidelity rule | 第33-34页 |
| ·The Enlightenment of Functionalist Approaches on Brand Name Translation | 第34-38页 |
| ·Role of the source text | 第34-35页 |
| ·Role of the translator | 第35-36页 |
| ·Role of the target receiver | 第36页 |
| ·Cross-cultural awareness | 第36-38页 |
| Chapter Four BRAND NAME TRANSLATION IN LIGHT OF FUNCTIONALIST APPROACHES | 第38-66页 |
| ·Principles of Brand Name Translation | 第38-56页 |
| ·Principle of target-culture orientation | 第38-45页 |
| ·Orienting to the values of the target culture | 第39-41页 |
| ·Orienting to the target religion | 第41-42页 |
| ·Orienting to preference for different animals words | 第42-43页 |
| ·Orienting to preference for different colors | 第43-44页 |
| ·Orienting to preference for numbers | 第44-45页 |
| ·Principle of target-consumer orientation | 第45-56页 |
| ·Orienting to consumers' needs | 第46-49页 |
| ·Orienting to consumers' feelings | 第49-52页 |
| ·Orienting to consumers' gender | 第52-54页 |
| ·Orienting to consumers' age | 第54-56页 |
| ·Methods of Translating Brand Names | 第56-66页 |
| ·Transliteration | 第56-58页 |
| ·Literal translation | 第58-59页 |
| ·Free translation | 第59-60页 |
| ·Mixed translation | 第60-61页 |
| ·Communicative translation | 第61-63页 |
| ·Creative translation | 第63-64页 |
| ·Zero translation | 第64-66页 |
| Chapter Five CONCLUSION | 第66-69页 |
| ·Summary | 第66-67页 |
| ·Limitations | 第67-69页 |
| WORKS CITED | 第69-70页 |
