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On Aesthetic and Cultural Issues in Pragmatic Translation: Based on the Translation of Brand Names and Brand Slogans
Hardcover
Series: China Perspectives
General ReferenceLinguisticsWriting Instruction
ISBN13: 9781138852310
Publisher: Routledge
Published: Jul 13 2016
Pages: 170
Weight: 0.95
Height: 0.60 Width: 6.40 Depth: 9.20
Language: English
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.
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