| Contents | 第4-6页 |
| 摘要 | 第6-7页 |
| Abstract | 第7-8页 |
| Chapter one Introduction | 第9-13页 |
| 1.1 Research background | 第9-10页 |
| 1.2 Research methodology | 第10页 |
| 1.3 Research questions | 第10-11页 |
| 1.4 The significance of research | 第11页 |
| 1.5 Thesis structure | 第11-13页 |
| Chapter Two Literature Review | 第13-24页 |
| 2.1 Literature review of memetics | 第13-16页 |
| 2.1.1 A brief introduction to memetics | 第13-14页 |
| 2.1.2 An overview of studies on memetics at home and abroad | 第14-16页 |
| 2.2 Literature review of transliteration | 第16-24页 |
| 2.2.1 An overview of studies on transliteration | 第16-18页 |
| 2.2.2 An overview of studies on transliterated words | 第18-23页 |
| 2.2.3 An overview of studies on transliteration of English brand names | 第23-24页 |
| Chapter Three Theoretical Framework | 第24-31页 |
| 3.1 A brief introduction to Heylighen’s meme selection theory | 第24-28页 |
| 3.1.1 A Strong meme and transliterated meme in brand names | 第24-26页 |
| 3.1.2 Four criteria of Heylighen’s meme theory | 第26-28页 |
| 3.2 Application of four criteria of meme selection theory in transliteration of English brand names | 第28-31页 |
| 3.2.1 Application of objective criteria | 第28-29页 |
| 3.2.2 Application of subjective criteria | 第29页 |
| 3.2.3 Application of intersubjective criteria | 第29-30页 |
| 3.2.4 Application of meme-centered criteria | 第30-31页 |
| Chapter Four Norms of Character Selection in Transliteration of English Brand Names from the Perspective of Memetics | 第31-57页 |
| 4.1 Constraint Factors of Character Selection in Transliterating English Brand Names | 第31-45页 |
| 4.1.1 Linguistic factors | 第31-40页 |
| 4.1.2 Non-linguistic factors | 第40-45页 |
| 4.2 The existing norms for character selection | 第45-47页 |
| 4.3 Criteria for character selection in transliteration of English brand name | 第47-51页 |
| 4.3.1 Simplicity | 第48页 |
| 4.3.2 Unified norms | 第48-49页 |
| 4.3.3 Combination of both free translation and transliteration | 第49-50页 |
| 4.3.4 Association | 第50页 |
| 4.3.5 Relevance | 第50-51页 |
| 4.4 Suggestions on character selection in transliteration of English brand names | 第51-57页 |
| 4.4.1 Suggestions for the translator | 第51-54页 |
| 4.4.2 Suggestions for the users | 第54-55页 |
| 4.4.3 Suggestions for the language research department | 第55页 |
| 4.4.4 Suggestions for the commercial institutions | 第55-57页 |
| Chapter Five Conclusion | 第57-60页 |
| 5.1 Major findings and implications | 第57-59页 |
| 5.2 Limitations and suggestions for further study | 第59-60页 |
| Bibliography | 第60-63页 |
| Appendix | 第63-64页 |
| Acknowledgements | 第64页 |
