| 摘要 | 第1-6页 |
| ABSTRACT | 第6-10页 |
| Chapter One Introduction | 第10-14页 |
| ·Literature Review on Trademark Translation | 第10-12页 |
| ·The Aim of the Present Study | 第12-14页 |
| Chapter Two An Overview of Trademark | 第14-24页 |
| ·Definition of Trademark | 第14-15页 |
| ·Characteristics of Trademark | 第15-17页 |
| ·Being Simple and Easy to Pronounce and Memorize | 第15页 |
| ·Indicating the Product’s Characteristics | 第15-16页 |
| ·Being Distinctive from Similar Products | 第16页 |
| ·Arousing Desirable Associations | 第16-17页 |
| ·Classification of Trademarks | 第17-20页 |
| ·Proper Word Trademarks | 第17-19页 |
| ·Common Word Trademarks | 第19页 |
| ·Coined Word Trademarks | 第19-20页 |
| ·Pragmatic Functions of Trademarks | 第20-22页 |
| ·Distinguishing Products | 第20页 |
| ·Stimulating Consumption | 第20-21页 |
| ·Symbolizing Reputation | 第21页 |
| ·Advertising | 第21-22页 |
| ·The Significance of Trademark Translation | 第22-24页 |
| Chapter Three The Pragmatic Landscape | 第24-36页 |
| ·The Origin and Development of Pragmatics | 第24-25页 |
| ·Studying Trademark Translation from the Pragmatic Perspective | 第25-27页 |
| ·Pragmalinguistics in Trademark Translation | 第26页 |
| ·Sociopragmatics in Trademark Translation | 第26-27页 |
| ·Development of Adaptation Theory | 第27-36页 |
| ·Theory of Adaptatability | 第28-29页 |
| ·Defining Four Angles of Investigation | 第29-30页 |
| ·Modes of Adaptation in Translation | 第30-36页 |
| Chapter Four Trademark Translation From Perspective Of Adaptation Theory | 第36-64页 |
| ·Pragmatic Failure in Trademark Translation | 第36-46页 |
| ·Definition of Pragmatic Failure | 第36-37页 |
| ·Causes of Pragmatic Failure | 第37-46页 |
| ·Application of Adaptation in Trademark Translation | 第46-62页 |
| ·Principles of Trademark Translation | 第46-54页 |
| ·Methods of Trademark Translation | 第54-62页 |
| ·Tendency of Chinese Trademark Translation | 第62-64页 |
| Chapter Five Conclusion | 第64-66页 |
| Bibliography | 第66-69页 |
| Acknowledgements | 第69页 |
