Abstract

Integral study of brand name translation needs promoting theoretical category system at relevant macro-meso-micro contextual levels. Taken E-C brand name translation as example, this paper establishes an explanatory frame of generation and construction of “meaning-senses” of translated brand name through discussing the macro-meso-micro contexts and their major factors in the process of brand name translation. This research shows that “named meaning”, determined by meso brand contextual factors, should be jointly delivered by micro linguistic contextual factors complying with demands of macro cultural contexts. This research will provide a feasible research dimension for systematic integration of theoretical categorization of pragmatic translation.

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