| 中文摘要 | 第1-10页 |
| Abstract | 第10-12页 |
| Introduction | 第12-14页 |
| Chapter One A General Survey of Brand Names | 第14-20页 |
| ·Definition of the brand name | 第14页 |
| ·Features of brand names | 第14-16页 |
| ·Functions of brand names | 第16-18页 |
| ·Formation of English brand names | 第18-20页 |
| ·Proper names used as brand names | 第18页 |
| ·Common words used as brand names | 第18-19页 |
| ·Coined-word brand names | 第19-20页 |
| Chapter Two Literature Review | 第20-26页 |
| ·The existing findings about the translation of brand names | 第20页 |
| ·Limitations of the traditional theories | 第20-22页 |
| ·Yan Fu' faithfulness, expressiveness and elegance | 第20-21页 |
| ·Nida's equivalent-effect principle | 第21-22页 |
| ·Newmark's semantic translation and communicative translation | 第22-26页 |
| ·Theoretical basis of semantic translation and communicative translation | 第22-23页 |
| ·The application of semantic translation and communicative translation and their limitations in brand name translation | 第23-26页 |
| Chapter Three Functionalist Theory and Its Application in the Translation of Brand Names | 第26-37页 |
| ·Functions of Language | 第26-27页 |
| ·Functionalist approach to translation | 第27-32页 |
| ·The background of the theory | 第27页 |
| ·The development of the theory and its basic view of translation | 第27-29页 |
| ·The principle of Skopostheorie | 第29页 |
| ·Features of Skopostheorie | 第29-30页 |
| ·Basic concepts of the theory | 第30-32页 |
| ·Feasibility of applying functionalist approach to brand name translation | 第32页 |
| ·The application of functionalist approach to brand name translation | 第32-37页 |
| ·The Skopos (purpose) in brand name translation | 第32-33页 |
| ·Culture and Culture-Specificity in Brand Name Translation | 第33-35页 |
| ·The role of the translator in brand name translation | 第35-37页 |
| Chapter Four The Methods for Translating Brand Names | 第37-46页 |
| ·The importance of the translation of brand names | 第37-38页 |
| ·The principle of brand name translation | 第38页 |
| ·The Methods for translating brand names | 第38-46页 |
| ·Transliteration | 第38-40页 |
| ·Literal Translation | 第40-42页 |
| ·Free translation | 第42页 |
| ·Adaptation | 第42-44页 |
| ·Blending | 第44-46页 |
| Conclusion | 第46-47页 |
| Bibliography | 第47-50页 |
