| 摘要 | 第1-4页 |
| 英文摘要 | 第4-12页 |
| Introduction | 第12-15页 |
| Chapter 1 General Survey of Trademarks | 第15-23页 |
| ·Importance of Trademarks | 第15-16页 |
| ·Previous Research in Trademark Translation | 第16-19页 |
| ·Domestic Research | 第16-18页 |
| ·Overseas Research | 第18-19页 |
| ·Significance in the Proposed Study | 第19-21页 |
| ·Cultural Value | 第19-20页 |
| ·Linguistic Value | 第20页 |
| ·Aesthetic Value | 第20页 |
| ·Economic Value | 第20-21页 |
| ·Social Value | 第21页 |
| ·Objective | 第21-23页 |
| ·Be Aware of Significance of Trademark Translation | 第21页 |
| ·Enhance More Cultural Awareness in the Process of Trademark Translation | 第21-22页 |
| ·Solve Problems in Trademark Translation and Put forward Suggestions | 第22页 |
| ·Emphasize Importance of Domestication Strategy in Trademark Translation | 第22页 |
| ·Accentuate the Internationalization of Chinese Trademarks | 第22-23页 |
| Chapter 2 Overview of the Trademark | 第23-40页 |
| ·Understand the Trademark | 第23-27页 |
| ·Definition of the Trademark | 第23-24页 |
| ·Classification of the Trademark | 第24-25页 |
| ·Distinguishing Trademark Name from Trade name | 第25页 |
| ·Distinguishing Trademark from Commodity Name | 第25-26页 |
| ·Distinguishing Trademark from Brand name | 第26-27页 |
| ·Functions of Trademark in Source Language and Target Language | 第27-32页 |
| ·The Informative Function | 第27-29页 |
| ·The Aesthetic Function | 第29-31页 |
| ·The Vocative Function | 第31-32页 |
| ·Formation of Trademark | 第32-37页 |
| ·Proper Name for Trademark | 第33-34页 |
| ·People's Name | 第33页 |
| ·Place's Name | 第33-34页 |
| ·Common Words | 第34-35页 |
| ·Numerals and Vocations | 第35-36页 |
| ·Coinages | 第36页 |
| ·Abbreviation of Trademark Names | 第36-37页 |
| ·Unique Characteristics of Trademark | 第37-40页 |
| ·Exclusivity of Trademark | 第37页 |
| ·Suggestibility of Trademark | 第37-38页 |
| ·Connotation Conversion of Trademark | 第38页 |
| ·Association of Trademark | 第38-40页 |
| Chapter 3 Intercultural Communication and Trademark Translation | 第40-76页 |
| ·Introduction to Intercultural Communication | 第40-46页 |
| ·Culture, Communication, and Intercultural Communication | 第40-44页 |
| ·The Concept of Culture | 第40-43页 |
| ·Communication | 第43页 |
| ·Intercultural Communication | 第43-44页 |
| ·Significance of Intercultural Communication to Trademark Translation | 第44-46页 |
| ·Cultural Property in Trademark | 第46-57页 |
| ·Cultural Connotations | 第46-50页 |
| ·Customs and Habits Embedded in Trademark | 第46-47页 |
| ·Values Contained in Trademark | 第47-48页 |
| ·Psychological Orientation of Trademarks | 第48-50页 |
| ·Cultural Association of Trademarks | 第50-53页 |
| ·National Culture and Trademarks | 第53-57页 |
| ·Cultural Adaptation and Trademark Translation | 第57-69页 |
| ·Skopos Theory | 第57-59页 |
| ·Basic Concepts of Vermeer's Theory | 第59-60页 |
| ·Significance of Skopos Theory to Trademark Translation | 第60-61页 |
| ·Cultural Adaptation | 第61-69页 |
| ·Adaptation to Target Consumers' Psychology | 第62-65页 |
| ·Adaptation to Consumers' Values in Target Market | 第65-67页 |
| ·Adaptation to Political Meaning in Target Market | 第67-68页 |
| ·Adaptation to Customs in Target Market | 第68-69页 |
| ·Aesthetics of Trademark Translation | 第69-76页 |
| ·Aesthetics and Trademark Translation | 第69-71页 |
| ·Beauty in Sound of Trademark Translation | 第71-73页 |
| ·Beauty in Form | 第73-74页 |
| ·Image Beauty in Trademark Translation | 第74-76页 |
| Chapter 4 Existing Problems in Trademark Translation | 第76-86页 |
| ·Existing Problems in Chinese Trademark Translation | 第76-82页 |
| ·Tendency of Chinese "Pinyin" | 第76-77页 |
| ·Mechanical Word-for-word Translation | 第77-79页 |
| ·Ignorance of Target Market Culture ￡g | 第79-81页 |
| ·Failure in Conforming to Religious Culture in Target Market | 第81-82页 |
| ·Failure in Conforming to Political Meaning in Target Market | 第82页 |
| ·Existing Problems in English Trademark Translation | 第82-86页 |
| ·Tendency of Transliteration | 第83页 |
| ·Improper Use of Chinese Diction | 第83-84页 |
| ·Failure in Suggesting the Attributes, Functions of Commodities | 第84页 |
| ·Problems Caused by Tones of the Chinese Language | 第84-85页 |
| ·Ignorance of China's Politics | 第85-86页 |
| Chapter 5 Principles, Strategies and Skills Applied to Trademark Translation | 第86-103页 |
| ·Principles of Trademark Translation | 第86-92页 |
| ·Equivalent Effect Principle | 第86-87页 |
| ·Relevance Principle | 第87-90页 |
| ·Relevance Theory | 第88-89页 |
| ·Relevance of Sound | 第89-90页 |
| ·Relevance of Semantic Meaning | 第90页 |
| ·Principle of Naturalization | 第90-91页 |
| ·Brevity and Concise Principle | 第91-92页 |
| ·Strategies Applied to Trademark Translation | 第92-95页 |
| ·Domestication and Foreignization Theory | 第92-93页 |
| ·Foreignization Applied to Trademark Translation | 第93-95页 |
| ·Domestication Applied to Trademark Translation | 第95页 |
| ·Skills Applied to Trademark Translation | 第95-103页 |
| ·Transliteration | 第95-97页 |
| ·Literal Translation | 第97-98页 |
| ·Combination of Sound and Meaning | 第98页 |
| ·Free Translation | 第98-99页 |
| ·Communicative Translation | 第99-100页 |
| ·Homophone Translation | 第100-101页 |
| ·Acculturation | 第101-103页 |
| Conclusion | 第103-105页 |
| Bibliography | 第105-112页 |
| I English Books | 第105-107页 |
| II Chinese Books | 第107-108页 |
| III Journals | 第108-111页 |
| IV Websites | 第111-112页 |
| 个人成果简介 | 第112-114页 |
| Acknowledgements | 第114页 |
