| Chapter One Introduction | 第1-11页 |
| 1．1 A general description of brand names | 第7页 |
| 1．2 The trend of foreign brand names in China | 第7-8页 |
| 1．3 The significance of this paper | 第8-11页 |
| Chapter Two Over-view of Brand, Brand Name and Brand Name Translation | 第11-33页 |
| 2．1 Definition of brand and its function | 第11页 |
| 2．1．1 Definition of brand | 第11页 |
| 2．1．2 Function of brand | 第11页 |
| 2．2 Definition of Brand Name and Its Desirable Qualities | 第11-12页 |
| 2．3 Function of brand names | 第12-13页 |
| 2．4 Functional requirements of brand names | 第13-14页 |
| 2．5 Formation of English Brand Names | 第14-15页 |
| 2．6 Commonly Used Methods of Chinese Translation of English Brand Names | 第15-18页 |
| 2．6．1 Literal Translation | 第15-16页 |
| 2．6．2 Homophonic Transliteration | 第16页 |
| 2．6．3 Semantic transliteration | 第16-18页 |
| 2．7 An analysis of Chinese brand naming | 第18-24页 |
| 2．7．1 Linguistic features of Chinese language | 第19-22页 |
| 2．7．2 The general Chinese branding principles | 第22页 |
| 2．7．3 Executive summary and implications | 第22-23页 |
| 2．7．4 Guidance for Chinese translation of English brand names | 第23-24页 |
| 2．8 The core and nature of Chinese renderings of English brand names | 第24-33页 |
| 2．8．1 Introduction | 第24页 |
| 2．8．2 Role of semiotics in translation theory | 第24-25页 |
| 2 ．8．3 Translation as a semiotie practice | 第25-26页 |
| 2．8．4 Translation of signs | 第26-27页 |
| 2．8．5 An introduction to message | 第27-28页 |
| 2．8．6 Sociosemiotic View of Meaning and Translation | 第28-29页 |
| 2．8．7 Conclusion | 第29-33页 |
| Chapter Three The Guiding Theory of Brand Name Translation | 第33-47页 |
| 3．1 Language, culture, brand name and translation | 第33-36页 |
| 3．2 Translation equivalence | 第36-42页 |
| 3．2．1 Definition of translation | 第36页 |
| 3．2．2 Factors for the translator to take into account | 第36-37页 |
| 3．2．3 Description of equivalence | 第37-38页 |
| 3．2．4 Types of equivalence | 第38-42页 |
| 3．3 Adaptation method | 第42-47页 |
| 3．3．1 Introduction | 第42-43页 |
| 3．3．2 The meaning of adaptation | 第43-47页 |
| Chapter Four The Application of Adaptation Approach to Chinese Renderings of English Brand Names | 第47-57页 |
| 4．1 Language-oriented adaptation | 第47-50页 |
| 4．1．1 Phonology-oriented adaptation | 第47-49页 |
| 4．1．2Meaning-oriented adaptation | 第49-50页 |
| 4．2 Product -oriented Adaptation | 第50-52页 |
| 4．3 Consumer-oriented adaptation | 第52-53页 |
| 4．4 Culture-oriented Adaptation | 第53-57页 |
| Chapter Five Conclusion | 第57-59页 |
| 5．1 Suggestions for future research | 第57页 |
| 5．2 Summary | 第57-59页 |
| Acknowledgement | 第59-61页 |
| References | 第61-65页 |
| Publications | 第65页 |
