Feng On Aesthetic and Cultural Issues in Pragmatic Translation

Based on the Translation of Brand Names and Brand Slogans
Erscheinungsjahr 2016
ISBN: 978-1-317-52855-5
Verlag: CRC Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 170 Seiten

Reihe: China Perspectives

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.

Autoren/Hrsg.

Feng, Xiuwen

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Geisteswissenschaften Sprachwissenschaft Übersetzungswissenschaft, Translatologie, Dolmetschen

Inhaltsverzeichnis

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

Über Autor(innen)

Xiuwen Feng is Professor of School of Journalism and Communication at Shanghai Jianqiao University, China.