| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| I. Introduction | 第10-14页 |
| ·Research Background | 第10-12页 |
| ·Research Motivation and Methodology | 第12-13页 |
| ·Structure of the Thesis | 第13-14页 |
| II. General Review of Traditional Translation Theories | 第14-24页 |
| ·Some Translation Theories and Criterion in General and Their Shortcomings | 第14-21页 |
| ·Linguistic School | 第14-15页 |
| ·Hermeneutic School | 第15-17页 |
| ·Functional School | 第17-18页 |
| ·Culture School | 第18-19页 |
| ·Translation Criterion of Faithfulness, Expressiveness, Elegance | 第19-21页 |
| ·Other Researches on Brand Name Translation Based on Relevance Theory | 第21-24页 |
| III. Relevance Theory and Translation | 第24-34页 |
| ·Origin of Relevance Theory | 第24-25页 |
| ·Relevance Theory | 第25-30页 |
| ·Cognitive Context | 第26页 |
| ·Communication as an Ostensive-inferential Process | 第26-28页 |
| ·Optimal Relevance | 第28-29页 |
| ·Mutual Manifestness and Violation | 第29-30页 |
| ·Application of Relevance Theory to Translation | 第30-34页 |
| ·Translation as Communication with Ostension and Inference | 第30-31页 |
| ·Translation as a Process of Searching for Optimal Relevance | 第31-34页 |
| IV. Brand Names and their Language Features | 第34-48页 |
| ·Definition of Brand Names | 第34-35页 |
| ·Features of Band Names | 第35-38页 |
| ·Brevity | 第35-36页 |
| ·Readability | 第36页 |
| ·Conspicuousness | 第36-37页 |
| ·Descriptive Attribute | 第37页 |
| ·Associability | 第37-38页 |
| ·Functions of Brand Names | 第38-40页 |
| ·Distinguishing Function | 第38-39页 |
| ·Informative Function | 第39页 |
| ·Advertising Function | 第39-40页 |
| ·Formations of Brand Names | 第40-42页 |
| ·Proper nouns | 第40页 |
| ·Common Words | 第40-41页 |
| ·Coined Words | 第41-42页 |
| ·Rationales for Brand Name Formation | 第42-48页 |
| ·Rationales for Brand Name Formation from the Perspective of Psychology | 第42-44页 |
| ·Rationales for Brand Name Formation from the Perspective of Marketing | 第44-45页 |
| ·Rationales for Brand Name Formation from the Perspective of Culture | 第45-48页 |
| V. Brand Name Translation from the Perspective of Relevance Theory | 第48-70页 |
| ·Translatability of Brand Names and Transferability of Culture Image | 第49-54页 |
| ·Mutual Manifestness of Cognitive Context in Brand Name Translation | 第49-50页 |
| ·Optimal Relevance in Brand Name Translation | 第50-52页 |
| ·Intercultural Communicative Process of Ostensive Inference | 第52-54页 |
| ·Translation Methods for Brand Names | 第54-62页 |
| ·Direct Translation Based on Relevance Theory | 第54-60页 |
| ·Indirect Translation Based on Relevance Theory | 第60-62页 |
| ·Brand Name Translation on Three Research Objects (Cosmetics, Automobile and Luxuries) | 第62-70页 |
| ·Cosmetics and Their Translations | 第62-65页 |
| ·Automobiles and Their Translations | 第65-67页 |
| ·Luxuries and Their Translations | 第67-70页 |
| VI. Conclusion | 第70-74页 |
| ·Summary of the Major Findings | 第70-72页 |
| ·Limitations of the Thesis and Suggestions for Future Studies | 第72-74页 |
| Acknowledgements | 第74-76页 |
| Bibliography | 第76-80页 |
| Publication | 第80-82页 |
| Appendix | 第82-88页 |
