On Aesthetic and Cultural Issues in Pragmatic Translation

This book focuses on cross-cultural advertising communication and aesthetic_x005F_x000D_ and cultural issues when translating brand names and brand slogans from_x005F_x000D_ English to Chinese and vice versa. Based on pragmatic translating theories_x005F_x000D_ and case studies of classic translations of some brand names and slogans, we_x005F_x000D_ put forward the Three Aesthetic Principles in brand translating, making_x005F_x000D_ the translation aesthetic in sound, sense, and form, as well as using equivalent_x005F_x000D_ appellative functions._x005F_x000D_ China Time-Honored Brands, boasting a cultural legacy and commercial_x005F_x000D_ value, should be well protected and highly promoted in terms not only of_x005F_x000D_ their commercial aspect but also of their cultural aspect. As the saying goes,_x005F_x000D_ what is national must be global. Therefore, we lay much emphasis on the cultural_x005F_x000D_ connotations and anecdotes when introducing China Time-Honored_x005F_x000D_ Brands to foreign markets.