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On Aesthetic and Cultural Issues in Pragmatic Translation

- Based on the Translation of Brand Names and Brand Slogans

About On Aesthetic and Cultural Issues in Pragmatic Translation

This book focuses on cross-cultural advertising communication and aestheticand cultural issues when translating brand names and brand slogans fromEnglish to Chinese and vice versa. Based on pragmatic translating theoriesand case studies of classic translations of some brand names and slogans, weput forward the Three Aesthetic Principles in brand translating, makingthe translation aesthetic in sound, sense, and form, as well as using equivalentappellative functions.China Time-Honored Brands, boasting a cultural legacy and commercialvalue, should be well protected and highly promoted in terms not only oftheir 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 culturalconnotations and anecdotes when introducing China Time-HonoredBrands to foreign markets.

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  • Language:
  • English
  • ISBN:
  • 9781138852310
  • Binding:
  • Hardback
  • Pages:
  • 170
  • Published:
  • July 12, 2016
  • Dimensions:
  • 163x243x15 mm.
  • Weight:
  • 410 g.
Delivery: 2-3 weeks
Expected delivery: November 22, 2024

Description of On Aesthetic and Cultural Issues in Pragmatic Translation

This book focuses on cross-cultural advertising communication and aestheticand cultural issues when translating brand names and brand slogans fromEnglish to Chinese and vice versa. Based on pragmatic translating theoriesand case studies of classic translations of some brand names and slogans, weput forward the Three Aesthetic Principles in brand translating, makingthe translation aesthetic in sound, sense, and form, as well as using equivalentappellative functions.China Time-Honored Brands, boasting a cultural legacy and commercialvalue, should be well protected and highly promoted in terms not only oftheir 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 culturalconnotations and anecdotes when introducing China Time-HonoredBrands to foreign markets.

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