| ABSTRACT | 第8-9页 |
| ABSTRACT IN CHINESE | 第10-12页 |
| INTRODUCTION | 第12-14页 |
| CHAPTER ONE Overview of Trademark | 第14-22页 |
| 1.1 Defining Some Terms | 第14-18页 |
| 1.1.1 Defining Trademark | 第14-16页 |
| 1.1.2 Defining Trademark Word | 第16-17页 |
| 1.1.3 Defining Brand | 第17-18页 |
| 1.1.4 Defining Trademark Mark | 第18页 |
| 1.2 Functions of Trademark | 第18-22页 |
| 1.2.1 Identifying Products | 第19页 |
| 1.2.2 Promoting Consumption | 第19-20页 |
| 1.2.3 Providing Information of Products | 第20页 |
| 1.2.4 Symbolizing Reputation | 第20页 |
| 1.2.5 Providing Law Protection | 第20-21页 |
| 1.2.6 Facilitating Publicity | 第21-22页 |
| CHAPTER TWO Formation and Characteristics of English Trademark Words | 第22-26页 |
| 2.1 Formation of English Trademark Words | 第22-23页 |
| 2.1.1 Trademark Words Formed With Proper Words | 第22页 |
| 2.1.2 Trademark Words Formed With Common Words | 第22-23页 |
| 2.1.3 Trademark Words Formed With Coined Words | 第23页 |
| 2.1.4 Trademark Words Formed With Shortened Words | 第23页 |
| 2.2 Characteristics of English Trademark Words | 第23-26页 |
| 2.2.1 Exclusive Characteristic | 第24页 |
| 2.2.2 Universal Characteristic | 第24页 |
| 2.2.3 Relevant Characteristic | 第24-26页 |
| CHAPTER THREE Considerations in Translating English Trademark Words | 第26-33页 |
| 3.1 Abiding by Related Laws | 第26-27页 |
| 3.2 Paying Attention to Cultural Differences | 第27-29页 |
| 3.3 Considering Disyllabic Tendency of Chinese | 第29-30页 |
| 3.4 Avoiding Unwanted Meanings | 第30-33页 |
| CHAPTER FOUR Language, Culture and Translation | 第33-44页 |
| 4.1 A Perspective to the Relationship Between Culture and Translation | 第33-40页 |
| 4.1.1 A Brief Review of Definitions of Culture | 第33-36页 |
| 4.1.2 A Brief Review of Definitions of Translation | 第36-37页 |
| 4.1.3 Definitions of Translation from the Cultural Perspective | 第37-38页 |
| 4.1.4 The Role of Translation in Culture Constructing | 第38-40页 |
| 4.2 The Relationship Between Language, Culture and Translation | 第40-41页 |
| 4.3 The Role of Translator in Translation | 第41-44页 |
| 4.3.1 Embarrassment of the Translator | 第42页 |
| 4.3.2 The Role of Translator in the Process of Translation | 第42-44页 |
| CHAPTER FIVE Principles and Strategies for Translating English Trademark Words into Chinese | 第44-54页 |
| 5.1 Principles for Translating English Trademark Words into Chinese | 第44-48页 |
| 5.1.1 Being Sonorous and Smooth to Read | 第44-45页 |
| 5.1.2 Reflecting Attributes or Characteristics of Products | 第45-47页 |
| 5.1.3 Conforming to Psychology of Target Market | 第47页 |
| 5.1.4 Being Extensible | 第47-48页 |
| 5.2 Strategies for Translating English Trademark Words into Chinese | 第48-54页 |
| 5.2.1 Domestication Strategy and Foreignization Strategy | 第49-50页 |
| 5.2.2 Phonetic Relevance Strategy and Semantic Relevance Strategy | 第50-52页 |
| 5.2.3 Linguistic Relevance Strategy and Product Relevance Strategy | 第52-54页 |
| CHAPTER SIX Methods for Translating English Trademark Words into Chinese | 第54-61页 |
| 6.1 Transliteration | 第54-55页 |
| 6.2 Free Translation | 第55页 |
| 6.3 Transliteration with Meaning Implication | 第55-56页 |
| 6.4 Half-transliteration with Meaning Implication | 第56-57页 |
| 6.5 Combination of Transliteration and Free Translation | 第57-58页 |
| 6.6 Free Translation with Transliteration | 第58页 |
| 6.7 Coined Uses | 第58-59页 |
| 6.8 Resorting Rhetorics | 第59页 |
| 6.9 No Translation | 第59-61页 |
| CONCLUSION | 第61-63页 |
| NOTES | 第63-65页 |
| REFERENCES | 第65-68页 |
| ACKNOWLEDGEMENTS | 第68-69页 |
| 学位论文评阅及答辩情况表 | 第69页 |
