声明
Acknowledgements
Abstract
摘要
Content
Chapter One INTRODUCTION
1.1 Motivation of the study
1.2 Layout of the thesis
Chapter Two BRAND NAME AND BRAND NAME TRANSLATION
2.1 Brand Name
2.1.1 Definition
2.1.2 Making of Brand Names
2.1.3 Functions of Brand Names
2.2 Brand Name Translation
2.2.1 Importance of brand name translation
2.2.2 Complication of brand name translation
2.2.3 Existing criteria for brand name translation
2.2.4 Popular theories used in brand name translation
Chapter Three INVESTIGATION INTO BRAND NAME TRANSLATION IN CHINA
3.1 Introduction
3.2 Research on present brand name translation practices in China
3.2.1 Questionnaire investigation
3.2.2 A case study of Chinese brand name translation
3.3 Summary of the problems with brand name translation in China
3.3.1 Position of Chinese common brands in international market
3.3.2 Methods used in current brand name translation
3.4 Problem analysis of current Chinese brand name translation
Chapter Four CANNIBALISM AND ITS APPLICABLITY IN BRAND NAME TRANSLATION
4.1 An Overview of Cannibalism
4.2 Cannibalism in translation
4.3 Applicability of cannibalism in brand name translation
4.3.1 Significance of Cannibalism in translation
4.3.2 Applicability of cannibalism in brand name translation
4.4 A suggested procedures for brand name translation
4.5 Some techniques for brand name translation
Chapter Five Conclusion
5.1 Conclusion on the applicability of cannibalism in brand name translation
5.2 Suggestions for further study
References
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