| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| List of Tables | 第9-10页 |
| Introduction | 第10-15页 |
| Chapter 1 Analysis of Brand Names | 第15-22页 |
| ·Nature of Brand Name | 第15-17页 |
| ·Function of Brand Name | 第17-20页 |
| ·Informative Function | 第17-18页 |
| ·Aesthetic Function | 第18-19页 |
| ·Vocative Function | 第19-20页 |
| ·Difficulties in Brand Name Translation | 第20-22页 |
| Chapter 2 Reception Aesthetics and Brand Name Translation | 第22-39页 |
| ·The Theoretical Origins and Development of Reception Aesthetics | 第23-25页 |
| ·The Core Concepts of Reception Aesthetics | 第25-33页 |
| ·Reception Aesthetics as Guidance | 第33-39页 |
| Chapter 3 Comparative Study of English and ChineseBrand Names | 第39-62页 |
| ·Linguistic Comparison of Brand Names | 第39-53页 |
| ·Phonetic Comparison of Brand Names | 第40-45页 |
| ·Morphological Expectation of Brand Name | 第45-49页 |
| ·Semantic Expectation of Brand Names | 第49-53页 |
| ·Cultural Comparison of Brand Names | 第53-62页 |
| ·Cultural Comparison in Self- construal | 第56-57页 |
| ·Cultural Comparison in Motivation Drives | 第57-59页 |
| ·Cultural Comparison in Context | 第59-62页 |
| Chapter 4 Principles and Methods for Brand Name Translation | 第62-85页 |
| ·Principles of Brand Name Translation | 第62-78页 |
| ·Respecting Translator's Subjectivity | 第63-65页 |
| ·Satisfying Reader's Horizon of Expectation | 第65-74页 |
| ·Fulfilling the General Requirements of a Good Brand Name | 第74-78页 |
| ·Methods of Brand Name Translation | 第78-85页 |
| ·Literal Translation | 第79-80页 |
| ·Transliteration | 第80-82页 |
| ·Synthesis | 第82-85页 |
| Conelusion | 第85-88页 |
| Bibliography | 第88-97页 |
| Acknowledgements | 第97页 |
