| 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 |
