| 中文摘要 | 第1-5页 |
| Abstract in English | 第5-7页 |
| Contents | 第7-9页 |
| Chapter 1 Introduction | 第9-13页 |
| ·Background of the Research | 第9-10页 |
| ·Significance of the Research | 第10-12页 |
| ·Organization of the Thesis | 第12-13页 |
| Chapter 2 Literature Review on Brand Name Translation | 第13-19页 |
| ·Periodical Characteristics of the Researches Made on Brand Name Translation | 第13-17页 |
| ·Aim of the Thesis | 第17-19页 |
| Chapter 3 General Introduction to Brand Name | 第19-28页 |
| ·Definitions of Brand Name | 第19-20页 |
| ·Classifications of Brand Name | 第20-21页 |
| ·Classifications Based on the Division of Areas | 第20页 |
| ·Classifications Based on Different Users of the Brand Names | 第20-21页 |
| ·Features of Brand Name | 第21-23页 |
| ·Distinctiveness | 第21页 |
| ·Persuasiveness | 第21-22页 |
| ·Attractiveness | 第22-23页 |
| ·Values of Brand Name | 第23-28页 |
| ·Economic Value | 第23-24页 |
| ·Cultural Value | 第24-26页 |
| ·Aesthetic Value | 第26-28页 |
| Chapter 4 Pragmatics and Pragmatic Translation | 第28-32页 |
| ·The Development of Pragmatics | 第28-29页 |
| ·Pragmatic Translation | 第29页 |
| ·Pragmatic Equivalent Effect | 第29-31页 |
| ·The Application of Pragmatic Equivalence to Brand Name Translation | 第31-32页 |
| Chapter 5 Pragmatic Failures in Brand Name Translation | 第32-41页 |
| ·Pragmatic Failures | 第32-33页 |
| ·Pragmalinguistic Failures in English Translation of Chinese Brand Names | 第33-36页 |
| ·No Translation is Adopted | 第34页 |
| ·Chinese Pinyin is Used Instead of Idiomatic English | 第34-36页 |
| ·Abbreviation is Applied | 第36页 |
| ·Sociopragmatic Failures in English Translation of Chinese Brand Names | 第36-41页 |
| ·Sociopragmatic Failures Resulting from Ignorance of Different Cultural Associations | 第37-39页 |
| ·Sociopragmatic Failures Resulting from Ignorance of Different Consumer Psychology | 第39-41页 |
| Chapter 6 Principles and Methods for Brand Name Translation | 第41-52页 |
| ·Principles for Brand Name Translation | 第41-45页 |
| ·Target-oriented Principle | 第41-42页 |
| ·Relevant Principle | 第42-44页 |
| ·Concise Principle | 第44-45页 |
| ·Methods for Brand Name Translation | 第45-52页 |
| ·Commonly Used Methods | 第45-48页 |
| ·Creative Translation | 第48-52页 |
| Conclusion | 第52-54页 |
| Bibliography | 第54-56页 |
| Publications during the Postgraduate Program | 第56-57页 |
| Acknowledgements | 第57-58页 |
