| Acknowledgements | 第1-5页 |
| Abstract | 第5-10页 |
| Preface | 第10-12页 |
| 1 Brand name and brand name translation | 第12-20页 |
| ·Brand and brand name | 第12-13页 |
| ·brand name translation | 第13-14页 |
| ·Features of brand name language and translation | 第14-17页 |
| ·Features of brand name language | 第14-15页 |
| ·Linguistic viewpoints on language features of brand names and their translations | 第15-16页 |
| ·Recognition and prestige values of brand names and their translations | 第16-17页 |
| ·Psychological effects of brand names and translations | 第17页 |
| ·Criteria of brand naming and translation | 第17-20页 |
| ·Three-beauty criterion for brand name translation | 第17-18页 |
| ·Criteria put forward by consumer psychologists | 第18-19页 |
| ·Other criteria | 第19-20页 |
| 2 Consumer Psychology | 第20-30页 |
| ·Psychology | 第20页 |
| ·Consumer | 第20-25页 |
| ·Definition | 第20-21页 |
| ·Consumer needs | 第21-23页 |
| ·Consumer motives | 第23-24页 |
| ·Consumer expectations | 第24-25页 |
| ·Consumer Psychology | 第25-28页 |
| ·Consumer psychology in a narrow sense | 第25-26页 |
| ·Consumer psychology as a science | 第26-28页 |
| ·Definition | 第26页 |
| ·Objects of study | 第26-27页 |
| ·Detailed contents of study | 第27-28页 |
| ·Relationship between sales promotion and consumer psychology | 第28-29页 |
| ·Significance | 第29-30页 |
| 3 The interactional relationship between consumer psychology and brand name translation | 第30-37页 |
| ·Consumer psychology in brand name translation | 第30-34页 |
| ·Roles of consumers in brand name translation | 第30-31页 |
| ·Consumer needs and motives in brand name translation | 第31页 |
| ·General principles of consumer psychology in brand name translation | 第31-33页 |
| ·Determination of translation approaches suggested by consumer psychology | 第33-34页 |
| ·Influences of brand name translation on consumers and consumer psychology | 第34-37页 |
| ·Influences on consumers | 第35-36页 |
| ·Influences on consumer psychology | 第36-37页 |
| 4 Functionalist theory and functionalist approaches to brand name translation | 第37-62页 |
| ·Function | 第37-44页 |
| ·Definition | 第37-38页 |
| ·Functions of language | 第38-40页 |
| ·Functions of brand name translation | 第40-44页 |
| ·Functions of advertising | 第40-42页 |
| ·Linguistic functions of brand name translation | 第42页 |
| ·Social-economic functions of brand name translation | 第42-44页 |
| ·Functionalist theory | 第44-53页 |
| ·Historical overview | 第44-48页 |
| ·Basic aspects of functionalist theory | 第48-51页 |
| ·Skopos and function | 第48-49页 |
| ·Initiator, translator, and receiver | 第49-51页 |
| ·Primary translation principles | 第51-52页 |
| ·Text function | 第52-53页 |
| ·Functionalist approaches to brand name translation | 第53-62页 |
| ·Functionalist approaches: a general statement | 第53-54页 |
| ·Procedures of brand name translation | 第54-60页 |
| ·Literal translation | 第55-56页 |
| ·Transliteration | 第56-57页 |
| ·Literal-transliteration | 第57-58页 |
| ·Loan translation | 第58-59页 |
| ·Adaptation | 第59-60页 |
| ·Errors and problems in brand name translation | 第60-62页 |
| 5 Conclusion | 第62-63页 |
| Notes | 第63-64页 |
| Bibliography | 第64-68页 |
