|
Abstract(English) |
8-10 |
|
Abstract(Chinese) |
10-11 |
|
Chapter One Introduction |
11-15 |
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1.1 A review of studies on brand name translation in China |
11-13 |
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1.2 About the present study |
13-15 |
|
Chapter Two About Brand Name Translation |
15-22 |
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2.1 Concepts of brand and brand name |
15-16 |
|
2.2 Importance of brand name translation |
16-18 |
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2.3 Commonly used methods of brand name translation |
18-22 |
|
2.3.1 The Use of Pin Yin |
18-19 |
|
2.3.2 Literal Translation |
19 |
|
2.3.3 Homophonic Transliteration |
19 |
|
2.3.4 Semantic Transliteration |
19-20 |
|
2.3.5 Coinage |
20 |
|
2.3.6 Using Rhetoric |
20-22 |
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Chapter Three Theoretical Framework |
22-31 |
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3.1 Language, culture and translation |
22-24 |
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3.2 Functional equivalence |
24-25 |
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3.3 The Theory of Adaptation |
25-31 |
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3.3.1. An introduction to the Theory of Adaptation |
25-27 |
|
3.3.2 Brand name translation as a process of adaptation |
27-31 |
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Chapter Four The Dynamic Functioning of Cultural Adaptation in Brand Name Translation |
31-64 |
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4.1 Cultural adaptation and its importance |
32-33 |
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4.2 Adaptation to various cultural elements |
33-59 |
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4.2.1 Adaptation to national traits and values |
33-35 |
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4.2.2 Adaptation to politics and history |
35-37 |
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4.2.3 Adaptation to extended meanings of words |
37-39 |
|
4.2.4 Adaptation to people's attitudes towards animals, plants, and numbers |
39-41 |
|
4.2.5 Adaptation to geographical location |
41-42 |
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4.2.6 Adaptation to religious elements and allusions |
42-45 |
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4.2.7 Adaptation to age, sex, and race |
45-48 |
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4.2.8 Adaptation to purchasing psychology |
48-59 |
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4.3 Functioning of cultural adaptation being a dynamic process |
59-64 |
|
4.3.1 Passive adaptation and active adaptation |
60 |
|
4.3.2 Adaptation to both cultures |
60-61 |
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4.3.3 Cultural adaptation being an interactive phenomenon |
61-62 |
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4.3.4 Adaptation concerning the development of cultural correlates over time |
62-63 |
|
4.3.5 Dynamics of criteria of translation adequacy |
63-64 |
|
Chapter Five Conclusion |
64-66 |
|
5.1 Summary |
64-65 |
|
5.2 Suggestions for further research |
65-66 |
|
Bibliography |
66-69 |
|
Acknowledgements |
69-70 |
|
攻读学位期间发表的学术论文目录 |
70 |
