On Aesthetic and Cultural Issues in Pragmatic Translation
Product details
- ISBN 9781138852310
- Weight: 385g
- Dimensions: 156 x 234mm
- Publication Date: 13 Jul 2016
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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.
