| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 中文摘要 | 第8-11页 |
| Chapter One Introduction | 第11-13页 |
| ·Objective | 第11-12页 |
| ·Format | 第12-13页 |
| Chapter Two Literature review | 第13-18页 |
| ·Survey about the Studies of Zero Translation | 第13-15页 |
| ·The Study of Qiu Maoru | 第13-14页 |
| ·Viewpoint of Liu Mingdong | 第14页 |
| ·Other researches | 第14-15页 |
| ·Survey about Brand Name Translation | 第15-17页 |
| ·Research questions of this thesis | 第17-18页 |
| Chapter Three Functionalist theory and zero translation | 第18-27页 |
| ·Introduction of zero translation | 第18-19页 |
| ·Introduction to functionalist translation theory | 第19-24页 |
| ·Katharina Reiss | 第19-20页 |
| ·Hans J.Vermeer | 第20-22页 |
| ·Justa Holz-Manttari | 第22-23页 |
| ·Christiane Nord | 第23-24页 |
| ·The necessity of analyzing zero translation by functionalist translation | 第24页 |
| ·The feasibility of applying functionalist translation theory to zero translati | 第24-25页 |
| ·The significance of zero translation of brand names in the light of functionalist translation theory | 第25-27页 |
| Chapter Four Brand zero translation and its classification | 第27-41页 |
| ·Brand name and its characteristics | 第27-29页 |
| ·Brief introduction to brand name | 第27页 |
| ·The characteristics of brand names | 第27-29页 |
| ·Conciseness | 第28页 |
| ·Identification | 第28-29页 |
| ·Novelty | 第29页 |
| ·Brief introduction to brand zero translation | 第29-30页 |
| ·The categories of brand zero translation | 第30-39页 |
| ·Direct use of foreign words without any change: transference | 第32-34页 |
| ·The use of TL words to express SL words with artful skills | 第34-39页 |
| ·Transliteration | 第34-37页 |
| ·Complementary translation | 第37-39页 |
| ·The criteria of the use of translation methods in brand name translation | 第39-41页 |
| Chapter Five Essence and significance of brand zero translation | 第41-50页 |
| ·The cause for the emergence of brand zero translation | 第41-42页 |
| ·The essence of brand zero translation | 第42-44页 |
| ·Zero translation vs. borrowing | 第42-43页 |
| ·Absolute zero translation vs. non-translation | 第43-44页 |
| ·The function of brand zero translation | 第44-47页 |
| ·The achievement of functional equivalence furthest | 第44-45页 |
| ·Function of least effort | 第45-46页 |
| ·The same advertising function | 第46-47页 |
| ·Function of a bridge in connecting two different cultures | 第47页 |
| ·The significance of brand zero translation | 第47-49页 |
| ·Redeeming features of brand zero translation | 第49-50页 |
| Chapter Six Misunderstandings of zero of zero translation | 第50-54页 |
| ·Zero translation and untranslatability | 第50-53页 |
| ·The problems which are caused by overuse of brand zero translation | 第53-54页 |
| Chapter Seven Conclusion | 第54-57页 |
| Bibliography | 第57-61页 |
