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

ISBN-13: 9780367516598 / Angielski / Miękka / 2020 / 158 str.

Xiuwen Feng

Opis

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.

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