On Aesthetic and Cultural Issues in Pragmatic Translation: Based on the Translation of Brand Names and Brand Slogans

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.