On Aesthetic and Cultural Issues in Pragmatic Translation: Based on the Translation of Brand Names and Brand Slogans / Edition 1

by Xiuwen Feng

Overview

This book focuses on the cross-cultural advertising communication and aesthetic issues of brands and brand slogans. Based on the pragmatic translating theories and case studies of a few classic brand translations, the book puts forward the Three Aesthetic Principles of translating brands. The book special features the cultural in addition to the business aspect of introducing China Time-honored Brands to foreign markets. Readers will learn about the great importance of the aesthetic issues and cultural communications in translating brands and brand slogans through this book.

Product Details

ISBN-13:	9780367516598
Publisher:	Taylor & Francis
Publication date:	04/28/2020
Series:	China Perspectives
Pages:	170
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Feng Xiuwen is Professor at Shanghai Jian Qiao University, Vice Director

of the National Business Secretary Society, and a member of the Translators

Association of China and the Shanghai Translation Society for Science and

Technology. He has written and co-written more than ten English textbooks

for university students and one monograph. His research project—On

Translating Foreign Trade Marks and Brands into Chinese—is helping greatly

to improve bilingual public signs in shopping areas and business areas. His

research includes cross-cultural communication and pragmatic translation

study.

Table of Contents

1: Trade Marks and Brands 1.1. Trade Mark Briefs 1.2. Brand Briefs 2: Aesthetic and Cultural Issues in Brands 2.1. Three Aesthetic Principles of Naming brands 2.2. Cultural Issues in Brands 2.3. Comparison between Chinese Brands and English ones 3: On Translating Brands 3.1. Importance of Translating Brands 3.2. On Theories of Translating Brands 3.3. On Principles and Methods of Translating Brands 4: On Translating Brand Slogans 4.1. Brand Slogans Briefs 4.2. On the translation of Brand Slogans