| Abstract | 第1-3页 |
| 中文摘要 | 第3-9页 |
| 1. Introduction | 第9-12页 |
| 2. Literature Review | 第12-22页 |
| ·Theories applicable to brand name translation and advertising slogan translation | 第12-20页 |
| ·Nida’s Equivalence Theory | 第12-15页 |
| ·Reiss & Vermeer’s Skopostheorie | 第15-17页 |
| ·Sperber & D.Wilson’s Relevance Theory | 第17-20页 |
| ·Current researches on English-Chinese brand name translation and English-Chinese advertising slogan translation | 第20-22页 |
| 3. Similarities between Brand Name Translation and Advertising Slogan Translation from the Perspective of Skopostheorie and Relevance | 第22-32页 |
| ·Application of Skopostheorie | 第22-24页 |
| ·Application of Relevance Theory | 第24-25页 |
| ·Adaptation | 第25-32页 |
| ·Adaptation to lexical features | 第27-28页 |
| ·Adaptation to cultural values | 第28-29页 |
| ·Adaptation to aesthetic standards | 第29-30页 |
| ·Adaptation to consumers’psychological features | 第30-32页 |
| 4.Differences between Brand Name Translation and Advertising Slogan Translation from the Perspective of Equivalence Theory | 第32-41页 |
| ·Different essence of equivalence in brand name translation and advertising slogan translation | 第32-36页 |
| ·Brand name translation—formal equivalence and dynamic | 第32-34页 |
| ·Formal equivalence in pronunciation and the amount of syllables | 第32-33页 |
| ·Dynamic equivalence in meaning | 第33-34页 |
| ·Advertising slogan translation—dynamic equivalence | 第34-36页 |
| ·Dynamic Equivalence on Syntactic Level | 第34-35页 |
| ·Dynamic Equivalence on Rhetorical Level | 第35-36页 |
| ·Different strategies adopted in brand name translation and advertising slogan translation | 第36-41页 |
| ·Strategies of brand name translation | 第36-38页 |
| ·Homophonic translation | 第36-37页 |
| ·Combination of homophonic translation and semantic translati | 第37页 |
| ·Literal translation | 第37-38页 |
| ·Strategies of advertising slogan translation | 第38-41页 |
| ·Literal translation | 第38页 |
| ·Semantic translation | 第38-39页 |
| ·Creative translation | 第39-41页 |
| 5.Conclusion | 第41-43页 |
| References | 第43-45页 |
