On Aesthetic and Cultural Issues in Pragmatic Translation

Feng Xiuwen is Professor at Shanghai Jian Qiao University, Vice Directorof the National Business Secretary Society, and a member of the TranslatorsAssociation of China and the Shanghai Translation Society for Science andTechnology. He has written and co-written more than ten English textbooksfor university students and one monograph. His research project—OnTranslating Foreign Trade Marks and Brands into Chinese—is helping greatlyto improve bilingual public signs in shopping areas and business areas. Hisresearch includes cross-cultural communication and pragmatic translationstudy.

• 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