Xiuwen Feng

Gebundenes Buch

On Aesthetic and Cultural Issues in Pragmatic Translation

Based on the Translation of Brand Names and Brand Slogans

Beschreibung

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.

Autor

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.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 170
• Erscheinungstermin: 13. Juli 2016
• Englisch
• Abmessung: 240mm x 161mm x 14mm
• Gewicht: 426g
• ISBN-13: 9781138852310
• ISBN-10: 1138852317
• Artikelnr.: 44146770