On Aesthetic and Cultural Issues in Pragmatic Translation

Based on the Translation of Brand Names and Brand Slogans

Xiuwen Feng (Autor)

Buch | Hardcover

170 Seiten

2016
Routledge (Verlag)
978-1-138-85231-0 (ISBN)

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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.

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.

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

Erscheinungsdatum	24.05.2016
Reihe/Serie	China Perspectives
Zusatzinfo	19 Line drawings, black and white; 58 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	385 g
Themenwelt	Schulbuch / Wörterbuch ► Wörterbuch / Fremdsprachen
	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Anglistik / Amerikanistik
	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Literaturwissenschaft
	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Sprachwissenschaft
	Sozialwissenschaften ► Soziologie ► Spezielle Soziologien
ISBN-10	1-138-85231-7 / 1138852317
ISBN-13	978-1-138-85231-0 / 9781138852310
Zustand	Neuware