| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 内容摘要 | 第8-11页 |
| Chapter One Introduction | 第11-15页 |
| ·Background of the study | 第11-12页 |
| ·Purpose of the Study | 第12-13页 |
| ·Organization of the Thesis | 第13-15页 |
| Chapter Two Literature Review | 第15-25页 |
| ·Overview of Brand Name | 第15-20页 |
| ·Definition of Brand Name | 第15页 |
| ·Characteristics of Brand Name | 第15-17页 |
| ·Motivations of Brand Name Formation | 第17-19页 |
| ·Summary | 第19-20页 |
| ·Achievements of Brand Name Translation Study Made by Chinese Scholars | 第20-21页 |
| ·Limitation of Previous Translation Theories on Brand Name Translation | 第21-25页 |
| ·Limitations of Traditional Faithful Translation Theory on Brand Name Translation | 第21-22页 |
| ·Limitations of Functional Equivalence Theory on Brand Name Translation | 第22-24页 |
| ·Summary | 第24-25页 |
| Chapter Three Theoretical Framework of This Thesis:Skopostheorie | 第25-36页 |
| ·An Overview of Skopostheorie | 第25-27页 |
| ·Basic Concepts of Skopostheorie | 第27-30页 |
| ·Skopos | 第27-28页 |
| ·Culture Specificity | 第28-29页 |
| ·Initiator,Translator,and Receiver | 第29-30页 |
| ·Feasibility of Applying Skopostheorie to Brand Name Translation | 第30-36页 |
| ·Brand Name Translation as Intentional Activity | 第31-32页 |
| ·Brand Name Translation as Intercultural Activity | 第32-34页 |
| ·Brand Name Translation as Interpersonal Activity | 第34-36页 |
| Chapter Four Application of Skopostheorie to Brand Name Translation | 第36-59页 |
| ·The Skopos in Brand Name Translation | 第36-41页 |
| ·Realization of Informative Function | 第36-37页 |
| ·Realization of Aesthetic Function | 第37-39页 |
| ·Realization of Vocative Function | 第39-41页 |
| ·Analysis of Cultural Adaption in Brand Name Translation from the Perspective of Skopostheorie | 第41-49页 |
| ·Necessity of Cultural Adaption | 第41-42页 |
| ·Adaption to Various Cultural Elements | 第42-49页 |
| ·Adaption to National Psychology | 第42-44页 |
| ·Adaption to Concept of Value | 第44-45页 |
| ·Adaption to Social Custom | 第45-47页 |
| ·Adaption to Historical and Political Situation | 第47-48页 |
| ·Adaption to Literature and Art | 第48-49页 |
| ·Strategies and Examples under the Direction of Skopostheorie | 第49-59页 |
| ·Analysis of Transliteration from the Perspective of Skopostheorie | 第50-52页 |
| ·Analysis of Literal Translation from the Perspective of Skopostheorie | 第52-54页 |
| ·Analysis of Free Translation from the Perspective of Skopostheorie | 第54-55页 |
| ·Analysis of Combination of Sound and Meaning from the Perspective of Skopostheorie | 第55-57页 |
| ·Analysis of Creative Translation from the Perspective of Skopostheorie | 第57-59页 |
| Chapter Five Conclusion | 第59-62页 |
| References | 第62-64页 |
