1st Edition
On Aesthetic and Cultural Issues in Pragmatic Translation Based on the Translation of Brand Names and Brand Slogans
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
Biography
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.
