On Aesthetic and Cultural Issues in Pragmatic Translation: Based on the Translation of Brand Names and Brand Slogans, 1st Edition (Paperback) book cover

On Aesthetic and Cultural Issues in Pragmatic Translation

Based on the Translation of Brand Names and Brand Slogans, 1st Edition

By Xiuwen Feng


158 pages | 58 B/W Illus.

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Paperback: 9780367516598
pub: 2020-05-01
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Hardback: 9781138852310
pub: 2016-07-13
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pub: 2016-07-15
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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.

Table of Contents

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

About the Author

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


About the Series

China Perspectives

The China Perspectives series focuses on translating and publishing works by leading Chinese scholars, writing about both global topics and China-related themes. It covers Humanities & Social Sciences, Education, Media and Psychology, as well as many interdisciplinary themes.

This is the first time that any of these books have been translated into English for international readers. The series aims to put forward a Chinese perspective, give insights into cutting-edge academic thinking in China, and inspire researchers globally.


Learn more…

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies
LANGUAGE ARTS & DISCIPLINES / Linguistics / General
LANGUAGE ARTS & DISCIPLINES / Translating & Interpreting