| OUTLINE | 第1-6页 |
| ABSTRACT(IN CHINESE) | 第6-8页 |
| ABSTRACT | 第8-11页 |
| INTRODUCTION | 第11-14页 |
| CHAPTER ONE THE TRADE MARK | 第14-29页 |
| ·History and Definition of the Trade Mark | 第14-17页 |
| ·History and Definition of the Trade Mark | 第14-15页 |
| ·Characteristics of the Trade Mark | 第15页 |
| ·Values of the Trade Mark | 第15-17页 |
| ·Functions of the Trade Mark | 第17-18页 |
| ·Classifications of the Trade Mark | 第18-20页 |
| ·Classification by Function | 第19页 |
| ·Classification by Formation | 第19-20页 |
| ·Formation of Trade Mark Diction | 第20-27页 |
| ·Proper Names Used as Trade Mark Diction | 第20-24页 |
| ·Person's Names Used as Trade Mark Diction | 第21-23页 |
| ·Geographical Names Used as Trade Mark Diction | 第23-24页 |
| ·Geographical Names Used as Trade Mark Diction | 第24-26页 |
| ·Coined Words Used as Trade Mark Diction | 第26-27页 |
| ·The Significance for Studying Trade Mark Diction | 第27-29页 |
| CHAPTER TWO GUIDING PRINCIPLES AND CRITERIA FOR TRANSLATING TRADE MARK ICTION | 第29-46页 |
| ·Language Functions | 第29-31页 |
| ·Guiding Principles and Criteria for Translating Trade Mark Diction | 第31-41页 |
| ·The Trinity Principle of Faithfulness, Expressiveness and Elegance | 第32-35页 |
| ·Eugene A. Nida's Equivalent-Effect Principle | 第35-39页 |
| ·Essence of Equivalent-Effect Principle | 第35-37页 |
| ·Limitations of Equivalent-Effect Principle | 第37页 |
| ·The Significance of Equivalent-Effect Principle on Guiding the Translation of Trade Mark Diction | 第37-39页 |
| ·Peter Newmark's Semantic Translation and Communicative Translation | 第39-41页 |
| ·Theoretical Basis of Semantic Translation and Communicative Translation | 第39-40页 |
| ·Differences and Characteristics of Semantic Translation and Communicative Translation | 第40-41页 |
| ·The Application of Semantic Translation and Communicative Translation | 第41页 |
| ·Translatability and Limitations of Translatability | 第41-46页 |
| ·Translatability | 第42-44页 |
| ·Limitations of Translatability | 第44-46页 |
| CHAPTER THREE TECHNIQUES AND SKILLS FOR TRANSLATING TRADE MARK DICTION | 第46-62页 |
| ·Methods for Translating Foreign Trade Marks into Chinese | 第46-57页 |
| ·Transliteration | 第46-49页 |
| ·Literal Translation | 第49-51页 |
| ·Free Translation | 第51-52页 |
| ·Semantic Transliteration | 第52-56页 |
| ·Coined Translation | 第56-57页 |
| ·Methods for Translating Chinese Trade Marks into English | 第57-62页 |
| ·Transliteration | 第57-58页 |
| ·Literal Translation | 第58-59页 |
| ·Free Translation | 第59-60页 |
| ·Semantic Transliteration | 第60-61页 |
| ·Coined Translation | 第61-62页 |
| CHAPTER FOUR PROBLEMS ARISING FROM THE TRANSLATING OF TRADE MARKS | 第62-75页 |
| ·Avoiding Words With Adverse Or Negative Meaning When Translating Chinese Trade Marks into English | 第62-65页 |
| ·Attending to Words with Different Associations under Different Cultures When Translating Trade Marks | 第65-72页 |
| ·Selecting Simple and Plain Words, Easy to be Pronounced and Memorized | 第72-75页 |
| CONCLUSION | 第75-77页 |
| GLOSSARY Ⅰ | 第77-89页 |
| GLOSSARY Ⅱ | 第89-95页 |
| BIBLIOGRAPHY | 第95-96页 |
