| CONTENTS | 第1-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-9页 |
| CHAPTER ONE INTRODUCTION | 第9-13页 |
| ·Objectives of the Research | 第9-10页 |
| ·Significance of the Research | 第10页 |
| ·Methodology and Data Collection | 第10-11页 |
| ·Structure of the Thesis | 第11-13页 |
| CHAPTER TWO LITERATURE REVIEW | 第13-25页 |
| ·Relevant Research on Zero Translation | 第13-16页 |
| ·Phenomena of zero translation | 第13-15页 |
| ·Research status of zero translation | 第15-16页 |
| ·Previous Study on Translation of Brand Names | 第16-19页 |
| ·Current situation of translation of brand names | 第16-19页 |
| ·Overview of zero translation of brand names | 第19页 |
| ·Present Survey about Memetics | 第19-24页 |
| ·Origin of memetics | 第19-21页 |
| ·Development and application of memetics | 第21-24页 |
| ·Summary | 第24-25页 |
| CHAPTER THREE MEMETICS IN BRAND NAME TRANSLATION | 第25-35页 |
| ·A Brand Name as a Meme | 第25页 |
| ·Definition of Translation Memes | 第25-26页 |
| ·Five Translation Supermemes and Their Respective Relations to Brand Name Translation | 第26-28页 |
| ·Eight Major Stages and Their Respective Guidelines on Brand Name Translation | 第28-33页 |
| ·Locus of Translation Memes and Its Relevance to Brand Name Translation | 第33-35页 |
| CHAPTER FOUR MEMETIC APPROACH TO ZERO TRANSLATION OF BRAND NAMES | 第35-57页 |
| ·Equivalent Translation Principle in Memetics and Zero Translation | 第35-43页 |
| ·Overview of translation equivalence | 第35-37页 |
| ·Equivalent translation principle in memetics | 第37-41页 |
| ·Translation equivalence in translation supermemes | 第37-39页 |
| ·Translation equivalence in the evolutional stages of translation memes | 第39-41页 |
| ·Equivalent translation principle in zero translation | 第41-42页 |
| ·Feasibility and significance of analyzing zero translation by memetics | 第42-43页 |
| ·Equivalent-translated Memes and Zero-translated Brands | 第43-57页 |
| ·Zero-translated brands as equivalent-translated memes | 第43-45页 |
| ·Transmission stages of zero-translated brand names | 第45-47页 |
| ·Criteria of successful transmission | 第47-50页 |
| ·Transmission forms of zero-translated brand names and their superiority | 第50-57页 |
| ·Homotype transmission and its unique effect | 第51-53页 |
| ·Heterotype transmission and its special effect | 第53-55页 |
| ·Combination of homotype and heteortype transmission and its superior effect | 第55-57页 |
| CHAPTER FIVE CONCLUSION | 第57-61页 |
| ·Major Findings of the study | 第57-58页 |
| ·Limitations of the Study | 第58-59页 |
| ·Suggestions for Further Study | 第59-61页 |
| REFERENCES | 第61-65页 |
| ACKNOWLEDGEMENTS | 第65页 |
