On Aesthetic and Cultural Issues in Pragmatic Translation

<p>This book focuses on cross-cultural advertising communication and aesthetic</p> <p>and cultural issues when translating brand names and brand slogans from</p> <p>English to Chinese and vice versa. Based on pragmatic translating theories</p> <p>and case studies of classic translations of some brand names and slogans we</p> <p>put forward the Three Aesthetic Principles in brand translating making</p> <p>the translation aesthetic in sound sense and form as well as using equivalent</p> <p>appellative functions.</p> <p>China Time-Honored Brands boasting a cultural legacy and commercial</p> <p>value should be well protected and highly promoted in terms not only of</p> <p>their commercial aspect but also of their cultural aspect. As the saying goes </p> <p>what is national must be global. Therefore we lay much emphasis on the cultural</p> <p>connotations and anecdotes when introducing China Time-Honored</p> <p>Brands to foreign markets.</p>