| 摘要 | 第1-6页 |
| Abstract | 第6-9页 |
| Contents | 第9-13页 |
| Introduction | 第13-19页 |
| Chapter one Overview of Brand Names | 第19-37页 |
| ·Brand and Brand Name | 第19-21页 |
| ·Functions of a Brand Name | 第21-26页 |
| ·General Forms of English Brand Names | 第26-31页 |
| ·Proper Names Used as Brand Names | 第26-28页 |
| ·Common Words Used as Brand Names | 第28-30页 |
| ·Coined Words Used as Brand Names | 第30-31页 |
| ·Characteristics of a Good Brand Name | 第31页 |
| ·Problems in E-C Translation of Brand Name in the Previous Studies | 第31-37页 |
| Chapter Two A General Remark on Memetics | 第37-47页 |
| ·Origin and Definition of Meme | 第37-38页 |
| ·Several Groups of Terms about Memetics | 第38-44页 |
| ·Genotype of Memes and Phenotype of Memes | 第39-40页 |
| ·Meme and Memeplex | 第40页 |
| ·Meme Lifecycle | 第40-41页 |
| ·Strong Meme and Weak Meme | 第41-42页 |
| ·The Working Definition of "Strong Meme | 第42-43页 |
| ·Features of Strong Memes | 第43-44页 |
| ·Previous Research on Memetics Home and Abroad | 第44-47页 |
| ·Previous Research on Memetics Abroad | 第44-46页 |
| ·Previous Research on Memetics Home | 第46-47页 |
| Chapter Three Brand Name Translation in the Light of Memetics | 第47-78页 |
| ·The Connection between Memetics and Brand Name Translation | 第47-52页 |
| ·Memetic Study in Translation | 第47-50页 |
| ·Memetics Study on Advertising and Branding | 第50-52页 |
| ·The Application of Memetics in the E-C translation of Brand Name | 第52-62页 |
| ·Feasibility | 第52-56页 |
| ·Effectiveness | 第56-62页 |
| ·The Surviving Battle of E-C Translation of Brand Names | 第62-66页 |
| ·Brand Name and Its Translation | 第62-63页 |
| ·The Selection Process of Brand Memes | 第63-65页 |
| ·The Sorts of Brand Memes in Translation | 第65页 |
| ·Methods to Create Strong Memes | 第65-66页 |
| ·Meme Selective Criteria | 第66-69页 |
| ·A General Picture of the Selective Criteria at Each Selection Stage | 第66-68页 |
| ·A Deeper Insight of the Selective Criteria | 第68-69页 |
| ·Problems in E-C Translation of Brand Names in the Meme Eye View | 第69-77页 |
| ·Loss of Distinctiveness | 第71-72页 |
| ·Violation of the Principle of Invariance and Controllability | 第72-73页 |
| ·Lack of Novelty and Simplicity | 第73-74页 |
| ·Vialation of the Requirement of Coherence | 第74-75页 |
| ·Vialation of the Quality of Expressivity | 第75-76页 |
| ·Lack of Favorable Association | 第76-77页 |
| Summary | 第77-78页 |
| Chapter Four Enlightment for E-C Translation of Brand names | 第78-94页 |
| ·Suggestions for E-C Translation of Brand Names | 第78-83页 |
| ·Principles for E-C Translation of Brand Name | 第83-86页 |
| ·Differentiating the Target Consumer | 第83-84页 |
| ·Easy Pronunciation and Remembrance | 第84-85页 |
| ·Considering Chinese Psychology | 第85页 |
| ·The Principle of Avoiding Confusion | 第85-86页 |
| ·Methods to Create Strong Brand Memes | 第86-92页 |
| ·Application of Genotype of Memes in the Creation of Strong Brand Memes | 第86-87页 |
| ·Application of Phenotype of Memes in the Creation of Strong Brand Memes | 第87-90页 |
| ·Choice of Terms Associated with Fashions | 第90-92页 |
| ·Trying to make a successful language meme | 第92页 |
| Summary | 第92-94页 |
| Conclusion | 第94-97页 |
| Bibliography | 第97-102页 |
| Acknowledgements | 第102-103页 |
| 攻读学位期间主要的研究成果 | 第103页 |
