| 摘要 | 第1-7页 |
| Abstract | 第7-13页 |
| Chapter One Introduction | 第13-15页 |
| Chapter Two The Trademark | 第15-28页 |
| ·Definition of Trademark | 第15-18页 |
| ·Functions of Trademark | 第18-22页 |
| ·Identifying Function | 第19页 |
| ·Distinguishing Function | 第19-20页 |
| ·Stimulating Function | 第20页 |
| ·Informative Function | 第20-21页 |
| ·Advertising Function | 第21页 |
| ·Legal Protection Function | 第21-22页 |
| ·Reputation Symbolizing Function | 第22页 |
| ·Formation of Trademark | 第22-28页 |
| ·Proper Names Used as Trademarks | 第22-25页 |
| ·Common Words Used as Trademarks | 第25-26页 |
| ·Numeral and Profession Words | 第26页 |
| ·Coined Words | 第26-28页 |
| Chapter Three Literature Review | 第28-36页 |
| ·Study on Trademark Translation from the Perspective of Semiotic | 第28-29页 |
| ·Study on Trademark Translation from the Perspective of Inter-Cultural Communication | 第29-30页 |
| ·Study on Trademark Translation from the Perspective of Functional Equivalence | 第30-31页 |
| ·Study on Trademark Translation from the Perspective of Skopostheorie | 第31-32页 |
| ·Study on Trademark Translation from the Perspective of Adaptability Theory | 第32-33页 |
| ·Study on Trademark Translation from the Perspective of Cooperative Principle | 第33-34页 |
| ·Methods of Trademark Translation | 第34-36页 |
| ·Literal Translation | 第34页 |
| ·Transliteration | 第34页 |
| ·The Combination of Transliteration and Literal Translation | 第34-35页 |
| ·Semantic Compensation | 第35页 |
| ·Coined Translation | 第35-36页 |
| Chapter Four Theoretical Framework | 第36-45页 |
| ·Scope of the Present Thesis | 第36页 |
| ·An Introduction to Skopostheorie | 第36-43页 |
| ·History | 第36-38页 |
| ·Basic Concepts | 第38-41页 |
| ·Rules | 第41-43页 |
| ·The Status (Role) of the Source Text and Target Text—Offer of Information | 第43页 |
| ·Application of Skopostheorie to the Present Thesis | 第43-45页 |
| Chapter Five Problems in Trademark Translation | 第45-60页 |
| ·Problem Review | 第45-47页 |
| ·Introduction to the Survey | 第47-50页 |
| ·Aim of the Survey | 第47-48页 |
| ·Material Used in the Survey | 第48页 |
| ·Design of the Questionnaire | 第48-49页 |
| ·Subject of the Survey | 第49-50页 |
| ·Procedure of the Survey | 第50页 |
| ·Findings of the Survey | 第50-60页 |
| ·Status of the Subjects | 第50-51页 |
| ·Whether the Translated Trademarks Are Liked or Not | 第51-52页 |
| ·General Analysis of the Reasons for Likes and Dislikes | 第52-53页 |
| ·Detailed Analysis of the Likes and Dislikes | 第53-60页 |
| Chapter Six Suggestions and Principles for Trademark Translation | 第60-66页 |
| ·Suggestions for Trademark Translation | 第60-64页 |
| ·Principles for Trademark Translation | 第64-66页 |
| ·The Principle of Easy Pronunciation and Remembrance | 第64页 |
| ·The Principle of Differentiating the Target Consumer | 第64-65页 |
| ·The Principle of Considering Chinese Psychology | 第65页 |
| ·The Principle of Avoiding Confusion | 第65-66页 |
| Chapter Seven Conclusions | 第66-69页 |
| ·Creative points | 第66-67页 |
| ·Limitations | 第67页 |
| ·Suggestions for further Research | 第67-69页 |
| References | 第69-72页 |
| Appendix | 第72-76页 |
| Acknowledgements | 第76-77页 |
| 个人简历 | 第77-78页 |
| 已发表文章 | 第78页 |
