文摘
英文文摘
声明
1 Introduction
1.1 Thesis Motivation
1.2 Literature Review
1.2.1 Achievements Already Made
1.2.2 Current Problems in BNT
1.3 Objectives of This Thesis
1.4 Thesis Organization
1.5 Overview of Brand Name
1.5.1 Definition of Brand Name
1.5.2 Features of Brand Name
1.5.3 Formation of Brand Name
1.5.4 Functions of Brand Name
1.6 Brief Introduction to Skopostheorie
1.6.1 Historic Review of Skopostheorie
1.6.2 Skopos and Translation Brief
1.6.3 The Status of the Source Text
1.6.4 The Principles in Skopostheorie
1.7 Significance of Skopostheorie to BNT
2 Criteria (Skopos) of Brand NameTranslation
2.1 General Criteria
2.2 Specific Criteria
2.2.1 Products for the Female
2.2.2 Products for kids
2.2.3 Medicines
2.2.4 Electronic products
2.2.5 Vehicles
2.3 Legal Criteria
2.3.1 Legal Designing and Registration of Trademark
2.3.2 Avoiding Infringing on Exclusive Rights of Well-known Trademarks
3 Cooperative Principle in Brand Name Translation
3.1 Brief Introduction to CP
3.2 Application of CP in BNT
3.2.1 Quantity Maxim and Application in BNT
3.2.2 Quality Maxim and Application in BNT
3.2.3 Relevance Maxim and Application in BNT
3.2.4 Manner Maxim and Application in BNT
4 Methods of Brand Name Translation
4.1 Common Methods
4.1.1 Literal Translation
4.1.2 Transliteration
4.1.3 Combination of literal Translation and Transliteration
4.2 Limitations of the Common Methods
4.3 Creative Methods
4.3.1Coinage
4.3.2 Zero translation
4.4 Practice
4.4.1 Translation of Foreign Brand Names
4.4.2 Translation of Chinese Brand Names
5 Conclusion
Acknowledgements
Bibliography
攻读硕士学位期间发表的论文
