Acknowledgements | 第1-4页 |
内容摘要 | 第4-6页 |
Abstract | 第6-11页 |
1 Introduction | 第11-18页 |
·The present theory of translation of brand names | 第11-13页 |
·Shortcomings of the traditional theory | 第13-15页 |
·Faithfulness, Expressiveness, Elegance | 第13-14页 |
·Equivalence | 第14-15页 |
·Purposes of this thesis | 第15-18页 |
2 Relevance and Translation | 第18-32页 |
·Concept of relevance | 第18-22页 |
·Relevance in Grice's co-operative principle | 第18-21页 |
·Relevance in relevance theory | 第21-22页 |
·Relevance theory | 第22-26页 |
·Communication as an ostensive-inferential process | 第22-23页 |
·Context and optimal relevance | 第23-25页 |
·Principle of relevance | 第25-26页 |
·Relevance-theoretic account of translation | 第26-32页 |
·Translation as inferential communication | 第26-27页 |
·Translation as a process of searching for optimal relevance | 第27-28页 |
·Translation as interpretive use | 第28-32页 |
3 Brand Name and its Culture Image | 第32-43页 |
·The definition of brand name | 第32页 |
·Characteristics of brand names | 第32-33页 |
·The 'KISS' principle | 第33页 |
·The novelty principle | 第33页 |
·The readability principle | 第33页 |
·Culture image of brand name | 第33-35页 |
·Culture images and the meanings brand names | 第35-40页 |
·Multi-level meanings of brand names | 第35-38页 |
·Importance of culture image to a brand name | 第38-40页 |
·Culture image and basic functions of brand names | 第40-43页 |
·Culture image and informative function | 第40-41页 |
·Culture image and aesthetic function | 第41-42页 |
·Culture image and vocative function | 第42-43页 |
4 Relevance-theoretic Account of Flexibility of Transferring Culture Images | 第43-58页 |
·Translatability of brand name and transferability of culture image | 第43-45页 |
·Translation as functional relevance in intercultural context | 第45-51页 |
·Cultural harmony vs. cultural clash in relevance translation | 第45-49页 |
·Semantic relevance vs. functional relevance | 第49-51页 |
·Culture images in specific translation methods | 第51-58页 |
·Culture images in transliteration | 第52-54页 |
·Culture images in semantic translation | 第54-58页 |
5 Flexible Methods of Transferring Culture Image in Translation of Brand Name | 第58-65页 |
·Duplication of culture image | 第59-60页 |
·Compensation of culture image | 第60-61页 |
·Deletion of culture image | 第61-63页 |
·Substitution of culture image | 第63-64页 |
·Addition of culture image | 第64-65页 |
6 Conclusion | 第65-67页 |
Bibliography | 第67-69页 |