| 摘要 | 第4-5页 |
| Abstract | 第5-6页 |
| Chapter 1 Introduction | 第9-14页 |
| 1.1 The Background and Significance of the Study | 第9-12页 |
| 1.2 The Methodology and Outline of the Study | 第12-14页 |
| Chapter 2 Literature Review | 第14-29页 |
| 2.1 Introduction to Brands and Brand Names | 第14-21页 |
| 2.1.1 Definitions of Brands and Brand Names | 第14-15页 |
| 2.1.2 Characteristics of Brands and Brand Names | 第15-18页 |
| 2.1.3 Functions of Brands and Brand Names | 第18-21页 |
| 2.2 Studies on Brand Name Translation East and West | 第21-26页 |
| 2.2.1 Studies on Brand Name Translation in the West | 第21-23页 |
| 2.2.2 Studies on Brand Name Translation in China | 第23-26页 |
| 2.3 Studies on China Time-honored Brand Names and Translation | 第26-29页 |
| Chapter 3 A Study on China Time-honore d Brand Names | 第29-37页 |
| 3.1 Definition of China Time- honored Brand Names | 第29-30页 |
| 3.2 Development of China Time- honored Brand Names | 第30-31页 |
| 3.3 Features of China Time- honored Brand Names | 第31-37页 |
| 3.3.1 Emphasis on Cultural Connotations | 第31-32页 |
| 3.3.2 Emphasis on Associated Meanings | 第32-34页 |
| 3.3.3 Emphasis on Founders or Birthplaces | 第34-35页 |
| 3.3.4 Emphasis on Esthetic Philosophy | 第35-37页 |
| Chapter 4 The Translation of China Time -honored Brand Names | 第37-73页 |
| 4.1 Theoretical Framework | 第37-44页 |
| 4.1.1 Adaptation Theory | 第37-40页 |
| 4.1.2 Skopostheory | 第40-42页 |
| 4.1.3 The Application of Theories to Practice | 第42-44页 |
| 4.2 Principles of Translation | 第44-58页 |
| 4.2.1 Embodying the Culture of the Brand | 第45-48页 |
| 4.2.2 Embodying the Industry of the Brand | 第48-51页 |
| 4.2.3 Embodying the Origin of the Brand | 第51-55页 |
| 4.2.4 Embodying the History of the Brand | 第55-56页 |
| 4.2.5 Embodying the Business Philosophy of the Brand | 第56-58页 |
| 4.3 Suggested Techniques for Translating Time-honored Brands | 第58-73页 |
| 4.3.1 Pinyin Translation | 第58-61页 |
| 4.3.2 Homophonic Translation | 第61-63页 |
| 4.3.3 Optimum Translation | 第63-65页 |
| 4.3.4 Combined Translation | 第65-68页 |
| 4.3.5 Other Translation Methods | 第68-73页 |
| Chapter 5 Conclusion | 第73-76页 |
| References | 第76-83页 |
| Appendix | 第83-87页 |
| Acknowledgements | 第87-88页 |
