On Aesthetic and Cultural Issues in Pragmatic Translation : Based on the Translation of Brand Names and Brand Slogans

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.

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.