| Introduction | 第1-18页 |
| I. Research Review on Trademark Translation | 第13-16页 |
| II. The Aim of the Present Study | 第16-18页 |
| Chapter One An Overview of Trademark | 第18-35页 |
| ·Definition of Trademark | 第18-20页 |
| ·Characteristics of Trademark | 第20-24页 |
| ·Being Simple and Easy to Pronounce and Remember | 第20-21页 |
| ·Indicating the Product's Characteristics | 第21-22页 |
| ·Being Distinctive from Similar Products | 第22-23页 |
| ·Arousing Desirable Associations | 第23-24页 |
| ·Classification of Trademark | 第24-29页 |
| ·Proper Word Trademarks | 第25-27页 |
| ·Common Word Trademarks | 第27-28页 |
| ·Coined Word Trademarks | 第28-29页 |
| ·Pragmatic Functions of Trademark | 第29-33页 |
| ·Distinguishing Products | 第29-30页 |
| ·Stimulating Consumption | 第30-31页 |
| ·Symbolizing Reputation | 第31-32页 |
| ·Advertising | 第32-33页 |
| ·The Significance of Trademark Translation | 第33-35页 |
| Chapter Two Pragmatic Translation of Trademark | 第35-57页 |
| ·The Origin and Development of Pragmatics | 第35-37页 |
| ·A Brief Introduction to Pragmatic Translation | 第37-39页 |
| ·Studying Trademark Translation from the Pragmatic Perspective | 第39-57页 |
| ·Pragmalinguistic Equivalent Translation of Trademark .28 | 第39-45页 |
| ·Application of Pragmalinguistic Equivalence to Trademark Translation | 第40-41页 |
| ·Beauty in Sound, Form and Image | 第41-45页 |
| ·Sociopragmatic Equivalence in Trademark Translation .34 | 第45-57页 |
| ·Theory of Adaptation | 第46-47页 |
| ·Modes of Adaptation | 第47-57页 |
| Chapter Three Pragmatic Failures in Trademark Translation | 第57-76页 |
| ·Pragmatic Failure | 第57-59页 |
| ·Pragmatic Failures Due to the One-sided Literal Translation | 第59-62页 |
| ·Pragmatic Failures for Neglecting Consumer Psychology | 第62-65页 |
| ·Pragmatic Failures Due to Cultural Differences | 第65-76页 |
| ·Geographic Locations Resulting in Cultural Difference | 第67-68页 |
| ·Cognitions Resulting in Cultural Differences | 第68-72页 |
| ·Religions Resulting in Cultural Differences | 第72-76页 |
| Chapter Four Principles and Methods of Trademark Translation | 第76-108页 |
| ·Principles of Trademark Translation | 第77-90页 |
| ·Target-text-oriented Principle | 第78-83页 |
| ·Relevance Principle | 第83-88页 |
| ·Concise Principle | 第88-90页 |
| ·Methods of Trademark Translation | 第90-105页 |
| ·Three Traditional Methods | 第91-98页 |
| ·Transliteration | 第91-94页 |
| ·Literal Translation | 第94-96页 |
| ·Combination of Transliteration and Literal Translation | 第96-98页 |
| ·Limitations of the Three Traditional Methods | 第98-100页 |
| ·New Methods of Trademark Translation | 第100-105页 |
| ·Semantic Compensation | 第101-102页 |
| ·Integrating Translation | 第102-105页 |
| ·Tendency of Chinese Trademark Translation | 第105-108页 |
| Conclusion | 第108-110页 |
| Bibliography | 第110-115页 |
