| 摘要 | 第1-4页 |
| ABSTRACT | 第4-7页 |
| Chapter One Introduction | 第7-10页 |
| ·The significance and purpose of present study | 第7-8页 |
| ·Data collection and research methodology | 第8页 |
| ·Organization of the thesis | 第8-10页 |
| Chapter Two Literature Review | 第10-25页 |
| ·Overview | 第10页 |
| ·Brands and brand names | 第10-19页 |
| ·Definition of brand and brand name | 第10-11页 |
| ·History and function of brands | 第11-13页 |
| ·Characteristics and classification of brand names | 第13-17页 |
| ·General survey of brand naming | 第17-19页 |
| ·Previous studies of brand names | 第19-23页 |
| ·Studies on brand names from the perspective of economy | 第19-21页 |
| ·Translation and culture studies on brand names | 第21-22页 |
| ·Linguistic studies on brand names | 第22-23页 |
| ·Comment on the literature | 第23-25页 |
| Chapter Three Theoretical Framework | 第25-39页 |
| ·Overview | 第25页 |
| ·Lexicology | 第25-39页 |
| ·Morphology | 第26-33页 |
| ·Morpheme | 第26-27页 |
| ·Inflection | 第27-28页 |
| ·Word-formation | 第28-33页 |
| ·Semantics | 第33-39页 |
| Chapter Four Analysis of English Brand Names from Lexical Perspective | 第39-58页 |
| ·Morphological analysis of English brand names | 第39-52页 |
| ·Inflectional analysis of English brand names | 第39-40页 |
| ·Word-formation processes in English brand names | 第40-52页 |
| ·Main word-formation processes in English brand names | 第40-49页 |
| ·Minor word-formation processes in English brand names | 第49-52页 |
| ·Lexical meaning of English brand names | 第52-58页 |
| ·Analysis of brand names with traditional semantics | 第52-54页 |
| ·Leech’s theory applied in brand names | 第54-58页 |
| ·Conceptual meaning | 第54页 |
| ·Associative meaning | 第54-56页 |
| ·Thematic meaning | 第56-58页 |
| Chapter Five Differences between English and Chinese Brand Names | 第58-63页 |
| ·Difference in source | 第58-59页 |
| ·Difference in syllable | 第59-60页 |
| ·Difference in word structure | 第60-61页 |
| ·Difference in meaning | 第61-63页 |
| Chapter Six Conclusion | 第63-65页 |
| ·Conclusion of the thesis | 第63-64页 |
| ·Limitations and suggestions | 第64-65页 |
| Bibliography | 第65-68页 |
| 个人简介 | 第68-69页 |
| 导师简介 | 第69-70页 |
| Acknowledgements | 第70页 |
