| 中文摘要 | 第1-5页 |
| ABSTRACT | 第5-8页 |
| ABBREVIATIONS | 第8-9页 |
| CHAPTER ONE INTRODUCTION | 第9-13页 |
| ·A REVIEW OF STUDIES ON TRADEMARK TRANSLATION IN CHINA | 第9-10页 |
| ·MOTIVATION OF THIS THESIS | 第10-11页 |
| ·SIGNIFICANCE OF THIS THESIS | 第11-12页 |
| ·STRUCTURE OF THIS THESIS | 第12-13页 |
| CHAPTER TWO CULTURAL DIFFERENCES AND C-E TRADEMARK TRANSLATION | 第13-27页 |
| ·INTRODUCTION TO TRADEMARKS | 第13-15页 |
| ·Functions of Trademarks | 第13-14页 |
| ·Principles of Trademark Formation | 第14-15页 |
| ·CULTURAL DIFFERENCES IN C-E TRADEMARK TRANSLATION | 第15-25页 |
| ·Relationship between C-E Trademark Translation and Culture | 第15-17页 |
| ·Cultural Features of Chinese Trademarks | 第17-18页 |
| ·Cultural Barriers in C-E Trademark Translation | 第18-20页 |
| ·Cultural Differences—the Causes of Cultural Barriers | 第20-25页 |
| ·PREVAILING METHODS USED IN C-E TRADEMARK TRANSLATION | 第25-26页 |
| ·Translating Trademarks Through Chinese Pinyin | 第25页 |
| ·Translating Trademarks Literarily from Word to Word | 第25页 |
| ·Translating Trademarks by Imitating the Pronunciation of Chinese Words | 第25-26页 |
| ·Translating Trademarks Through a Combination of Imitating the Pronunciation of Chinese Words and Meaning Implication | 第26页 |
| ·IGNORANCE OF CULTURAL DIFFERENCES BEING THE EXISTING PROBLEM IN C-E TRADEMARK TRANSLATION | 第26-27页 |
| CHAPTER THREE FUNCTIONAL EQUIVALENCE AND C-E TRADEMARK TRANSLATION | 第27-35页 |
| ·NIDA'S "FUNCTIONAL EQUIVALENCE" | 第27-29页 |
| ·Experience from Bible Translation | 第27页 |
| ·Formal Equivalence and Dynamic Equivalence | 第27-28页 |
| ·Functional Equivalence | 第28-29页 |
| ·APPLICABILITY OF FUNCTIONAL EQUIVALENCE TO C-E TRADEMARK TRANSLATION | 第29-30页 |
| ·ENLIGHTENMENT OF "FUNCTIONAL EQUIVALENCE" TO C-E TRADEMARK TRANSLATION | 第30-35页 |
| ·Understanding "Functional Equivalence" in Specific Cases of C-E Trademark Translation | 第30-32页 |
| ·Strategy for C-E Trademark Translation | 第32-35页 |
| CHAPTER FOUR C-E TRADEMARK TRANSLATION | 第35-43页 |
| ·METHODS TO OVERCOME CULTURAL BARRIERS BASED ON "FUNCTIONAL EQUIVALENCE" | 第35-42页 |
| ·Substitution | 第35-37页 |
| ·Deletion | 第37-39页 |
| ·Addition | 第39-40页 |
| ·Transliteration | 第40-41页 |
| ·Compensation | 第41-42页 |
| ·SUMMARY | 第42-43页 |
| CHAPTER FIVE CONCLUSION | 第43-45页 |
| ·OVERVIEW OF THE STUDY | 第43页 |
| ·LIMITATIONS OF THE STUDY | 第43-44页 |
| ·SUGGESTIONS OF THE STUDY | 第44-45页 |
| ACKNOWLEDGEMENTS | 第45-46页 |
| REFERENCES | 第46-49页 |
| APPENDIX | 第49-50页 |
