| Abstract in Chinese | 第1-5页 |
| Abstract in English | 第5-9页 |
| Chapter 1 Introduction | 第9-11页 |
| Chapter 2 Literature Review on Brand and Brand Words | 第11-28页 |
| ·A General Survey of Brand and Brand Words | 第11-21页 |
| ·Definitions of Brand, Brand Words and Other Terms Concerned | 第11-14页 |
| ·Classification of Brand | 第14-15页 |
| ·Historical Evolution of Brand | 第15-17页 |
| ·Functions and Purposes of Brands and Brand Words | 第17-21页 |
| ·Classification of Brand Words | 第21-25页 |
| ·Proper Name Brand Words | 第21-23页 |
| ·Common Word Band Words | 第23页 |
| ·Coined Word Band Words | 第23-25页 |
| ·The Basic Principles for Designing Brand Words | 第25-26页 |
| ·The "Kiss" Principle | 第25页 |
| ·The Novelty Principle | 第25-26页 |
| ·The Readability Principle | 第26页 |
| ·Characteristics of Brand Words | 第26-27页 |
| ·Brevity and Sonority | 第26页 |
| ·Originality and Novelty | 第26-27页 |
| ·Elegance and Aptness | 第27页 |
| ·Summary | 第27-28页 |
| Chapter 3 Cultural Differences and Brand Words | 第28-40页 |
| ·What's Culture? | 第28-30页 |
| ·Definitions of Culture | 第28页 |
| ·Classification of Culture | 第28-29页 |
| ·The Basic Function of Culture | 第29页 |
| ·Characteristics of Culture | 第29-30页 |
| ·Cultural Differences Reflected in Brand Words | 第30-39页 |
| ·Cultural Property of Brand Words | 第30-34页 |
| ·Cultural Impact on Brand Words | 第34-39页 |
| ·Summary | 第39-40页 |
| Chapter 4 Cultural Differences and Brand Words' Translation | 第40-61页 |
| ·Intercultural Approach to Cultural Differences in Brand Words' Translation | 第40-44页 |
| ·Significance of Brand Words' Translation in Intercultural Communication | 第40-41页 |
| ·Hierarchy of Brand Words' Cultural Translation | 第41-44页 |
| ·Shortcoming of the Traditional Theory | 第44-45页 |
| ·Faithfulness, Expressiveness, Elegance | 第44页 |
| ·Equivalence | 第44-45页 |
| ·Newmark's Translation Theory | 第45-48页 |
| ·The Characteristics of Newmark's Translation Theory | 第45-47页 |
| ·Communicative Translation: the Main Strategy for Brand Words' Translation | 第47-48页 |
| ·Application of Communicative Translation to Brand Words' Translation | 第48-60页 |
| ·Existing Problems in Brand Words' Translation | 第48-51页 |
| ·The Principles of Brand Words' Translation | 第51-55页 |
| ·Application of Communicative Translation to Brand Words' Translation | 第55-60页 |
| ·Summary | 第60-61页 |
| Chapter 5 Conclusion | 第61-63页 |
| Bibliography | 第63-67页 |
| Acknowledgements | 第67-68页 |
| 攻读学位期间发表论文情况 | 第68页 |
