| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Chapter One Introduction | 第9-19页 |
| ·A Review of Studies on the Translation of Trademarks | 第9-12页 |
| ·Reflecting the Characteristics of the Product Itself | 第9-10页 |
| ·Following the Culture and Customs of Target Language | 第10-11页 |
| ·Aesthetics,Three Beauties and Five Beauties | 第11-12页 |
| ·Current Situation and Problems of the Translation of Trademarks | 第12-16页 |
| ·Current Situation | 第12页 |
| ·Problems of the Translation of Trademarks in China | 第12-16页 |
| ·Use of Chinese Ping Yin | 第13-14页 |
| ·Use of Literal Translation | 第14-15页 |
| ·Use of Abbreviation | 第15-16页 |
| ·Organization of the study | 第16-19页 |
| Chapter Two Definitions and Concepts Concerned with the Tanslation ofTrademarks | 第19-23页 |
| ·Definition and Difference of the Concepts of Brand and Trademark | 第19-20页 |
| ·The Features of Trademarks | 第20-21页 |
| ·The Qualities of Trademarks | 第21页 |
| ·The Importace of Studying the Translation of Trademarks | 第21-23页 |
| Chapter Three Theoretical Framework | 第23-35页 |
| ·The Theory of Functional Equivalence | 第23-29页 |
| ·The Origin of the Theory | 第23-24页 |
| ·Functional Equivalence | 第24-25页 |
| ·The Application of Functional Equivalence | 第25-29页 |
| ·Application in Intercultural Communication | 第26-28页 |
| ·Application in Consumer Psychology | 第28-29页 |
| ·The Theory of "Aesthetics" | 第29-35页 |
| ·Brief Introduction to Aesthetics | 第29-30页 |
| ·Brief Introduction to Chinese Aesthetics | 第30-31页 |
| ·Brief Introduction to "Three-Beauties" and "Five-Beauties" | 第31-32页 |
| ·Application in the Translation of Trademarks | 第32-33页 |
| ·Trademarks for Consumers and Companies | 第32-33页 |
| ·The Application of "Three-Beauties" and "Five-Beauties" | 第33页 |
| ·Summary | 第33-35页 |
| Chapter Four Methods in the Translation of Trademarks | 第35-48页 |
| ·Principles of the Translation of Trademarks | 第35-37页 |
| ·Relevant and Aesthetic Pronunciation | 第35-36页 |
| ·Relevant and Aesthetic Semantic Meaning | 第36-37页 |
| ·Relevant and Aesthetic Semiotic Meaning | 第37页 |
| ·Methods to the Translation of Trademarks | 第37-48页 |
| ·Transliteration | 第38-40页 |
| ·Import Trademark Transliteration | 第38-39页 |
| ·Export Trademark Transliteration | 第39-40页 |
| ·Literal Translation | 第40-43页 |
| ·Import Trademark Literal Translation | 第40-42页 |
| ·Export Trademark Literal Translation | 第42-43页 |
| ·Combination of Transliteration and Literal Translation | 第43-45页 |
| ·Free Translation | 第45-47页 |
| ·Free Translation of Export Trademark | 第45-46页 |
| ·Free Translation of Import Trademark | 第46-47页 |
| ·Summary | 第47-48页 |
| Chapter Five Conclusion | 第48-51页 |
| ·Summary | 第48-49页 |
| ·Suggestions for Future Research | 第49-51页 |
| Bibliography | 第51-54页 |
| Appendix | 第54-60页 |
| Appendix Ⅰ | 第54-55页 |
| Appendix Ⅱ | 第55-56页 |
| Appendix Ⅲ | 第56-57页 |
| Appendix Ⅳ | 第57-60页 |
| 攻读硕士学位期间取得的科研成果 | 第60-61页 |
| Acknowledgements | 第61页 |
