| Chapter 1 Introduction | 第1-11页 |
| Chapter 2 Brand Name Translation and Domestication/Foreignization | 第11-25页 |
| ·Brand Names and Brand Name Translation | 第12-16页 |
| ·Brand Names and Culture | 第12-14页 |
| ·Brand Name Translation | 第14-16页 |
| ·Domestication and Foreignization | 第16-25页 |
| ·The Definitions of Domestication and Foreignization | 第16-18页 |
| ·The History of Domestication and Foreignization | 第18-22页 |
| ·The Bases of, the Dialectical Relationship between, and the Significance of Domestication and Foreignization | 第22-25页 |
| Chapter 3 The Application of Domestication and Foreignization in Brand Name Translation and Its Characteristics | 第25-54页 |
| ·English-Chinese Translation | 第26-39页 |
| ·Abbreviations | 第26-27页 |
| ·Numbers | 第27-28页 |
| ·Personal Names | 第28-30页 |
| ·Geographical Terms | 第30-32页 |
| ·Animal and Plant Words | 第32-33页 |
| ·Mythological & Religious Words | 第33-34页 |
| ·Words in Literary Works | 第34-35页 |
| ·Meaningless Coined Words | 第35-36页 |
| ·Words Whose Versions Have Strong Cultural Colors | 第36-38页 |
| ·Others without Strong Cultural Colors | 第38-39页 |
| ·Chinese-English Translation | 第39-47页 |
| ·Numbers | 第39页 |
| ·Personal Names | 第39-41页 |
| ·Geographical Terms | 第41-42页 |
| ·Animal and Plant Words | 第42-45页 |
| ·Words Whose Versions Are Mythological & Religious Words | 第45页 |
| ·Words in Literary Works | 第45-46页 |
| ·Words Whose Versions Are Coined Words in Pleasant Form | 第46页 |
| ·Others without Strong Cultural Colors | 第46-47页 |
| ·The Characteristics | 第47-54页 |
| Chapter 4 The Factors Influencing the Choice of Domestication or Foreignization | 第54-62页 |
| ·The Target Consumers | 第55-56页 |
| ·The Translation Purpose | 第56-57页 |
| ·The Aim of the Source Name | 第57-58页 |
| ·The Cultural Status of the Source Name | 第58-59页 |
| ·The Target Culture | 第59-62页 |
| Chapter 5 The Principles and the Existing Problems | 第62-77页 |
| ·The Principles | 第63-72页 |
| ·Conciseness | 第63-64页 |
| ·Stressing Attributes | 第64-65页 |
| ·Favorable Pronunciations and Meanings | 第65-67页 |
| ·Aesthetic Feelings | 第67-69页 |
| ·Functional Equivalence | 第69-72页 |
| ·The Existing Problems | 第72-77页 |
| ·Chinese Phonetic Letters | 第72-74页 |
| ·Inconsistency | 第74-77页 |
| Chapter 6 Conclusion | 第77-82页 |
| ·A General Summary | 第78-80页 |
| ·Possible Theoretical and Practical Significance | 第80页 |
| ·Limitations and the Further Study | 第80-82页 |
| Notes | 第82-84页 |
| Bibliography | 第84-88页 |
| Seeondary Sources for the Corpora of the Thesis | 第88-89页 |
| Appendix | 第89-94页 |
| Ⅰ Questionnaire | 第89-90页 |
| Ⅱ Brand Terminology | 第90-91页 |
| Ⅲ The Most Valuable Brands | 第91-94页 |
| Ⅳ Brand Websites | 第94页 |
