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

ISBN-13: 9781138852310 / Angielski / Twarda / 2016 / 158 str.

Xiuwen Feng;¬Abar;¬Abar

Opis

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.

Spis treści

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