文摘
英文文摘
声明
Introduction
Chapter One Literary Review
1.1 Overview on Traditional Translation Theories
1.2 Current Situation of Chinese Brand Name Translation Into English
1.3 Purpose and Significance of the Translation Study for Chinese Brand Name into English
Chapter Two An Introduction to the Skopos Theory and Naming Principles of Brand Name
2.1 A Brief Introduction to the Skopos Theory
2.1.1 The Definition of the Skopos Theory
2.1.2 Representatives of the Skopos Theory
2.1.3 Three Rules of Vermeer's Skopos Theory and Their Relationship
2.2 Naming Principles of Brand Name
2.2.1 Definition and Characteristics of Brand Name
2.2.2 The Types and Functions of Brand Name
2.2.3 The Naming Principles of Brand Name
Chapter Three The Key Factors Influencing upon Chinese Brand Name Translation into English
3.1 Language Factors
3.1.1 Different Linguistic Features Between Chinese and English
3.1.2 Different Textual Features Between Chinese and English
3.2 Culture Factors
3.2.1 Psychological Structure
3.2.2 Different Beliefs and Customs
3.2.3 Different Patterns
3.2.4 Different Concepts of Values
Chapter Four The Translation Principles and Strategies in Translating Chinese Brand Name into English in Perspective of Skopos Theory
4.1 The Basie Principles in Brand Name's Translation
4.1.1 The Principle of Language Coherence
4.1.2 The Principle of Targeting Culture Orientation
4.1.3 The Principle of Brand Name Translation as a Purposeful Adaptation
4.1.4 The Principle of Function plus Loyalty
4.2 The Strategies of Chinese Brand Name's Translation into English in Perspective of Skopos Theory
4.2.1 Direct Transfer to Meet the Original Purpose
4.2.2 Transliteration to Make the Version Sound Beautiful
4.2.3 Adjustment to Aim at the Esthetics Purpose)
Conclusion
Bibliography
Appendix
Acknowledgements
