On Aesthetic and Cultural Issues in Pragmatic Translation / China Perspectives (PDF)
and cultural issues when translating brand names and brand slogans from
English to Chinese and vice versa. Based on pragmatic translating theories
and...
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This book focuses on cross-cultural advertising communication and aesthetic
and cultural issues when translating brand names and brand slogans from
English to Chinese and vice versa. Based on pragmatic translating theories
and case studies of classic translations of some brand names and slogans, we
put forward the Three Aesthetic Principles in brand translating, making
the translation aesthetic in sound, sense, and form, as well as using equivalent
appellative functions.
China Time-Honored Brands, boasting a cultural legacy and commercial
value, should be well protected and highly promoted in terms not only of
their commercial aspect but also of their cultural aspect. As the saying goes,
what is national must be global. Therefore, we lay much emphasis on the cultural
connotations and anecdotes when introducing China Time-Honored
Brands to foreign markets.
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.
- Autor: Xiuwen Feng
- 2016, 170 Seiten, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 1317528557
- ISBN-13: 9781317528555
- Erscheinungsdatum: 15.07.2016
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 1.02 MB
- Mit Kopierschutz
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