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On Aesthetic and Cultural Issues in Pragmatic Translation by Xiuwen Feng
On Aesthetic and Cultural Issues in Pragmatic Translation by Xiuwen Feng
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On Aesthetic and Cultural Issues in Pragmatic Translation

Based on the Translation of Brand Names and Brand Slogans
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Description

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.

Author 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.
Release date NZ
April 28th, 2020
Author
Audiences
  • Professional & Vocational
  • Tertiary Education (US: College)
Illustrations
19 Line drawings, black and white; 58 Illustrations, black and white
Pages
158
ISBN-13
9780367516598
Product ID
33323988

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