Chapter One Introduction 1.1 Background of the Study 1.2 A Review of Studies on Trademark Translation in China 1.3 The Layout of the Book Chapter Two The Theoretical Foundations 2.1 The Relationship between Language and Culture 2.2 Nida's Functional Equivalence 2.2.1 An Overview of Nida's Functional Equivalence 2.2.2 The Necessity of Nida's Theory on Trademark Translation Chapter Three The Effect of Cultural Factors in Trademark Translation 3.1 Different Religious Beliefs 3.2 Different Customs and Habits 3.3 Different Thought Patterns and Concept Values 3.4 Different Consumer Concepts 3.4.1 Pursuing Good Luck 3.4.2 Pursuing Elegance 3.5 Different Psychology Structures 3.5.1 Consumer Psychology 3.5.2 Aesthetic Psychology 3.6 Cognitive Differences 3.6.1 Cognitive Differences of Trademark Translation toward Animals 3.6.2 Cognitive Differences of Trademark Translation toward Plants 3.6.3 Cognitive Differences of Trademark Translation in Color Preferences 3.6.4 Cultural Differences in Numbers Chapter Four The Strategies of Trademark Translation 4.1 Definition of Trademark 4.2 Functions of Trademark 4.3 The Strategies of Trademark Translation Based on \
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