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.

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.