Xiuwen Feng

On Aesthetic and Cultural Issues in Pragmatic Translation

Based on the Translation of Brand Names and Brand Slogans

• Broschiertes Buch

Produktbeschreibung

This book focuses on cross-cultural advertising communication and aesthetic and cultural issues when translating brand names and brand slogans from English to Chinese and vice versa. Based on pragmatic translating theories and case studies of classic translations of some brand names and slogans, we put forward the Three Aesthetic Principles in brand translating, making the translation aesthetic in sound, sense, and form, as well as using equivalent appellative functions. China Time-Honored Brands, boasting a cultural legacy and commercial value, should be well protected and highly promoted in terms not only of their commercial aspect but also of their cultural aspect. As the saying goes, what is national must be global. Therefore, we lay much emphasis on the cultural connotations and anecdotes when introducing China Time-Honored Brands to foreign markets.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 158
• Erscheinungstermin: 28. April 2020
• Englisch
• Abmessung: 234mm x 156mm x 9mm
• Gewicht: 249g
• ISBN-13: 9780367516598
• ISBN-10: 0367516594
• Artikelnr.: 69893755

Autorenporträt

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.

Inhaltsangabe

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