| 摘要 | 第1-4页 |
| Abstract | 第4-7页 |
| Chapter One Introduction | 第7-11页 |
| ·Background of the Study | 第7页 |
| ·The Aim of the Study | 第7-8页 |
| ·The Significance of the Study | 第8页 |
| ·The Methodology and Organization of this Paper | 第8-11页 |
| Chapter Two Overview of Brand Names | 第11-27页 |
| ·Brand and Brand Names | 第11-12页 |
| ·Formation of English Brand Names | 第12-14页 |
| ·Proper Noun Brand Names | 第12-13页 |
| ·Common Word Brand Names | 第13-14页 |
| ·Coined Word Brand Names | 第14页 |
| ·Characteristics of a Good Brand Name | 第14-17页 |
| ·Sonority and Distinctness | 第15页 |
| ·Brevity | 第15-16页 |
| ·Novelty | 第16-17页 |
| ·Brand Name Translation | 第17-19页 |
| ·Features of Brand Name Translation | 第17-18页 |
| ·The Existing Findings about the Translation of Brand Names | 第18-19页 |
| ·Methods for Translating Foreign brand names into Chinese | 第19-24页 |
| ·Literal Translation | 第19-21页 |
| ·Transliteration | 第21-22页 |
| ·Adaptation | 第22-24页 |
| ·Problems in English-Chinese Brand Name Translation | 第24-27页 |
| Chapter Three Guiding Theories of Brand Name Translation | 第27-37页 |
| ·Theoretical Background of Reception Aesthetics | 第27-28页 |
| ·Main Ideas of Reception Aesthetics | 第28-29页 |
| ·Key Concepts of Aesthetics of Reception | 第29-36页 |
| ·The Concept of Literary Works | 第29-30页 |
| ·The Concept of Reception | 第30页 |
| ·The Concept of Aesthetic Experience | 第30-31页 |
| ·Reader’s Role and Status | 第31-32页 |
| ·Translator’s Role and Status | 第32页 |
| ·Horizon of Expectations | 第32-34页 |
| ·Fusion of Horizons | 第34-35页 |
| ·Horizontal Reception and Vertical Reception | 第35-36页 |
| ·Literary Translation from the Reception Aesthetic Perspective | 第36-37页 |
| Chapter Four An Aesthetic Analysis of English Brand Name Translation | 第37-55页 |
| ·Consumer-centerd Orientation | 第38-41页 |
| ·Consumers and Reception | 第38-39页 |
| ·Arousing Consumers’Purchasing Desire | 第39-41页 |
| ·Aesthetic Objects and Translator | 第41-44页 |
| ·Different Aesthetic Tendencies in the Aesthetic Objects | 第42-43页 |
| ·Translator and Reception | 第43-44页 |
| ·Aesthetic Activities in English-Chinese Brand Name Translation | 第44-48页 |
| ·Fusion of Two Horizons | 第45-46页 |
| ·The Expansion of Consumers’Horizon of Expectation | 第46页 |
| ·Achieve the Best Fusion | 第46-48页 |
| ·Aesthetic Values in Brand Name Translation | 第48-55页 |
| ·Beauty in Sound | 第49-50页 |
| ·Beauty in Form | 第50页 |
| ·Beauty in Sense | 第50-55页 |
| Chapter Five Conclusion | 第55-57页 |
| Acknowledgements | 第57-59页 |
| Bibliography | 第59-62页 |
| Publication | 第62-63页 |
