| 摘要 | 第1页 |
| Abstract | 第4-7页 |
| Chapter One Introduction | 第7-10页 |
| ·Objective of the thesis | 第7-8页 |
| ·Significance of the thesis | 第8页 |
| ·Structure of the thesis | 第8-10页 |
| Chapter Two Literature Review | 第10-15页 |
| ·Yan Fu's principle of faithfulness, expressiveness and elegance | 第10-11页 |
| ·Nida's dynamic equivalence theory | 第11-12页 |
| ·Sperber-Wilson's relevance theory | 第12-13页 |
| ·Translation strategies of brand name | 第13-15页 |
| Chapter Three Brand name and the relevance theory | 第15-29页 |
| ·Brand name and culture | 第15-22页 |
| ·Brand name | 第15-17页 |
| ·Concept of items related to culture | 第17-19页 |
| ·Cultural image and cultural context | 第19-22页 |
| ·Relevance theory | 第22-29页 |
| ·Description of relevance theory | 第22-23页 |
| ·The relevance-theoretic account of translation | 第23-26页 |
| ·The relevance-theoretic account of transferring cultural image | 第26-29页 |
| Chapter Four Cultural characteristics and transation strategies of E-C brand name | 第29-48页 |
| ·Cultural Characteristics of E-C brand name | 第29-36页 |
| ·Cultural Characteristics in the translation of automobile brands | 第29-31页 |
| ·Cultural Characteristics in the translation of cosmetic brands | 第31-34页 |
| ·Cultural Characteristics in the translation of clothing brands | 第34-36页 |
| ·Translation strategies of E-C brand name | 第36-44页 |
| ·Mutual translation strategies of the three brand names | 第36-43页 |
| ·Other translation strategies of automobile brand names from Japan | 第43页 |
| ·Other translation strategies of cosmetic brand names | 第43页 |
| ·Combination of transliteration and literal translation | 第43-44页 |
| ·Translation methods in transferring cultural image in the process of brand name translation | 第44-48页 |
| ·Duplication | 第44页 |
| ·Compensation | 第44-45页 |
| ·Deletion | 第45-46页 |
| ·Substitution | 第46-47页 |
| ·Addition | 第47-48页 |
| Chapter Five Conclusion | 第48-51页 |
| Bibliography | 第51-54页 |
| Acknowledgements | 第54-55页 |
| Publication | 第55页 |
