| Acknowledgements | 第1-4页 |
| Abstract in Chinese | 第4-5页 |
| Abstract in English | 第5-9页 |
| Chapter One Introduction | 第9-11页 |
| Chapter Two Strategies of Translation & Functionalist Approach to Translation | 第11-18页 |
| ·Source-language-oriented Strategy & Target-language-oriented Strategy | 第11-14页 |
| ·A Functionalist Approach to Translation | 第14-18页 |
| ·Reiss's Functionalist Translation Criticism | 第14-15页 |
| ·Hans J. Vermeer's Skopostheorie | 第15-16页 |
| ·Justa Holz-Manttari's Theory of the Translational Action | 第16-18页 |
| Chapter Three Functions and Purposes of Trademark Words | 第18-29页 |
| ·Historical Evolution of Trademark Words | 第18-19页 |
| ·Classification of the Trademark | 第19-21页 |
| ·Basic Principles for Designing Trademark Words | 第21-22页 |
| ·The 'KISS' Principle | 第21-22页 |
| ·The Novelty Principle | 第22页 |
| ·The Readability Principle | 第22页 |
| ·Characteristics of Trademark Words | 第22-25页 |
| ·Brevity and Sonority | 第23页 |
| ·Originality and Novelty | 第23-24页 |
| ·Elegance and Aptness | 第24-25页 |
| ·Functions and Purposes of Trademark Words in the Source and Target Languages | 第25-29页 |
| ·Functions of Trademark words | 第25-28页 |
| ·Informative Function | 第25-26页 |
| ·Aesthetic Function | 第26-28页 |
| ·Vocative Function | 第28页 |
| ·Purposes of Trademark Words | 第28-29页 |
| Chapter Four Basic Strategy of the Translation of Trademark Words & Application of the Functionalist Approach to the Translation of Trademark Words | 第29-42页 |
| ·Theoretical Analysis of the Basic Strategy of the Translation of Trademark Words | 第29-31页 |
| ·Target-culture Orientation in the Translation of Trademark Words | 第31-33页 |
| ·Application of the Functionalist Approach to the Translation of Trademark Words | 第33-42页 |
| ·Analysis of Literal Translation from the Functionalist Perspective | 第33-35页 |
| ·Analysis of Liberal Translation from the Functionalist Perspective | 第35-38页 |
| ·Analysis of Transliteration from the Functionalist Perspective | 第38-40页 |
| ·Analysis of Combination of Partials and Meanings from the Functionalist Perspective | 第40-41页 |
| ·Analysis of Combination of Literal Translation, Liberal Translation and Transliteration from the Functionalist Perspective | 第41-42页 |
| Chapter Five Conclusion | 第42-44页 |
| Bibliography | 第44-45页 |
