| Abstract in Chinese | 第1-5页 |
| Abstract in English | 第5-9页 |
| Chapter One Introduction | 第9-14页 |
| ·Literature review | 第9-11页 |
| ·Motivation of the present study | 第11-12页 |
| ·Significance of the study | 第12-13页 |
| ·Practical significance | 第12-13页 |
| ·Theoretical significance | 第13页 |
| ·Structure of the thesis | 第13-14页 |
| Chapter Two Related Concepts and Practice in Retrospect | 第14-23页 |
| ·About brand name and brand name translation | 第14-19页 |
| ·Defining brand name | 第14-15页 |
| ·About brand name translation | 第15-16页 |
| ·The importance of brand name translation | 第16-18页 |
| ·Commonly-applied methods in brand name translation | 第18-19页 |
| ·Cultural properties of brand names | 第19-20页 |
| ·Brand name translation in an intercultural communication perspective | 第20-23页 |
| Chapter Three Theoretical Framework | 第23-31页 |
| ·Language, culture and translation | 第23-25页 |
| ·Skopostheorie | 第25-26页 |
| ·The Theory of Adaptation | 第26-29页 |
| ·An introduction | 第26-28页 |
| ·Brand name translation as a process of adaptation | 第28-29页 |
| ·Skopostheorie and Adaptation Theory in brand name translation | 第29-31页 |
| Chapter Four Cultural Adaptation in Brand Name Translation | 第31-60页 |
| ·Cultural adaptation | 第32-36页 |
| ·Adaptability of culture | 第32-34页 |
| ·Cultural adaptation and its importance | 第34-36页 |
| ·Condition of cultural adaptation in brand name translation | 第36-40页 |
| ·Cultural discrepancy and brand name translation | 第36-40页 |
| ·Contents of cultural adaptation in brand name translation | 第40-51页 |
| ·Adaptation to national character and aesthetic attitude | 第40-41页 |
| ·Adaptation to social value system | 第41-42页 |
| ·Adaptation to religious elements and allusions | 第42-45页 |
| ·Adaptation to purchasing psychology | 第45-51页 |
| ·Model of cultural adaptation in brand name translation | 第51-54页 |
| ·Function of cultural adaptation in brand name translation as a dynamic process | 第54-59页 |
| ·Passive adaptation and active adaptation | 第55-56页 |
| ·Cultural adaptation being an interactive phenomenon | 第56-57页 |
| ·Adaptation concerning the development of cultural correlates over time | 第57-58页 |
| ·Adaptation to both cultures | 第58-59页 |
| ·Cultural adaptation and its role in intercultural communication | 第59-60页 |
| Conclusion | 第60-62页 |
| Summary | 第60-61页 |
| Suggestions for further research | 第61-62页 |
| References | 第62-65页 |
| Acknowledgements | 第65-66页 |
| Appendix A: Publications during the program | 第66-67页 |
| Appendix B: Informative Abstract in Chinese | 第67-70页 |
