论文目录 | |
Abstract in Chinese | 第1-5
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Abstract in English | 第5-9
页 |
Chapter One Introduction | 第9-14
页 |
· Literature review | 第9-11
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· Motivation of the present study | 第11-12
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· Significance of the study | 第12-13
页 |
· Practical significance | 第12-13
页 |
· Theoretical significance | 第13
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· Structure of the thesis | 第13-14
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Chapter Two Related Concepts and Practice in Retrospect | 第14-23
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· About brand name and brand name translation | 第14-19
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· Defining brand name | 第14-15
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· About brand name translation | 第15-16
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· The importance of brand name translation | 第16-18
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· Commonly-applied methods in brand name translation | 第18-19
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· Cultural properties of brand names | 第19-20
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· Brand name translation in an intercultural communication perspective | 第20-23
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Chapter Three Theoretical Framework | 第23-31
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· Language, culture and translation | 第23-25
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· Skopostheorie | 第25-26
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· The Theory of Adaptation | 第26-29
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· An introduction | 第26-28
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· Brand name translation as a process of adaptation | 第28-29
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· Skopostheorie and Adaptation Theory in brand name translation | 第29-31
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Chapter Four Cultural Adaptation in Brand Name Translation | 第31-60
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· Cultural adaptation | 第32-36
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· Adaptability of culture | 第32-34
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· Cultural adaptation and its importance | 第34-36
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· Condition of cultural adaptation in brand name translation | 第36-40
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· Cultural discrepancy and brand name translation | 第36-40
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· Contents of cultural adaptation in brand name translation | 第40-51
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· Adaptation to national character and aesthetic attitude | 第40-41
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· Adaptation to social value system | 第41-42
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· Adaptation to religious elements and allusions | 第42-45
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· Adaptation to purchasing psychology | 第45-51
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· Model of cultural adaptation in brand name translation | 第51-54
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· Function of cultural adaptation in brand name translation as a dynamic process | 第54-59
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· Passive adaptation and active adaptation | 第55-56
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· Cultural adaptation being an interactive phenomenon | 第56-57
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· Adaptation concerning the development of cultural correlates over time | 第57-58
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· Adaptation to both cultures | 第58-59
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· Cultural adaptation and its role in intercultural communication | 第59-60
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Conclusion | 第60-62
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Summary | 第60-61
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Suggestions for further research | 第61-62
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References | 第62-65
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Acknowledgements | 第65-66
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Appendix A: Publications during the program | 第66-67
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Appendix B: Informative Abstract in Chinese | 第67-70
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