On Aesthetic and Cultural Issues in Pragmatic Translation: Based on the Translation of Brand Names and Brand Slogans: China Perspectives
Autor Xiuwen Fengen Limba Engleză Paperback – 28 apr 2020
Toate formatele și edițiile | Preț | Express |
---|---|---|
Paperback (1) | 381.83 lei 6-8 săpt. | |
Taylor & Francis – 28 apr 2020 | 381.83 lei 6-8 săpt. | |
Hardback (1) | 1298.47 lei 6-8 săpt. | |
Taylor & Francis – 13 iul 2016 | 1298.47 lei 6-8 săpt. |
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Specificații
ISBN-13: 9780367516598
ISBN-10: 0367516594
Pagini: 170
Ilustrații: 77
Dimensiuni: 156 x 234 x 9 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria China Perspectives
Locul publicării:Oxford, United Kingdom
ISBN-10: 0367516594
Pagini: 170
Ilustrații: 77
Dimensiuni: 156 x 234 x 9 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria China Perspectives
Locul publicării:Oxford, United Kingdom
Public țintă
Postgraduate, Professional, and UndergraduateCuprins
1: Trade Marks and Brands 1.1. Trade Mark Briefs 1.2. Brand Briefs 2: Aesthetic and Cultural Issues in Brands 2.1. Three Aesthetic Principles of Naming brands 2.2. Cultural Issues in Brands 2.3. Comparison between Chinese Brands and English ones 3: On Translating Brands 3.1. Importance of Translating Brands 3.2. On Theories of Translating Brands 3.3. On Principles and Methods of Translating Brands 4: On Translating Brand Slogans 4.1. Brand Slogans Briefs 4.2. On the translation of Brand Slogans
Notă biografică
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.
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.
Descriere
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.
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.