The Chinese Recorder and Missionary Journal is one of the most valued English literature in China’s history of Christianity and the key publications of missionaries from the second half of the 19th Century to the fir...The Chinese Recorder and Missionary Journal is one of the most valued English literature in China’s history of Christianity and the key publications of missionaries from the second half of the 19th Century to the first half of the 20th Century.The advertisements in it have not been properly stressed by the academic world,most of which are even deleted in the bound volumes.This paper aims to give a preliminary study on the advertisements in Chinese Recorder and Missionary Journal,comparing and analyzing advertisers,slogans and text structures and appeal methods of advertisements of shipping,banking,schools and book introduction in Chinese Recorder and Missionary Journal,thus demonstrating its significance in China’s modern advertising industry and Sino-western commercial trade and cultural exchange.展开更多
How much an advertisement catches consumers' eyes determines how great his sales report is.People have witnessed homo-phones' importance in Chinese advertisements in recent years.This passage is about the anal...How much an advertisement catches consumers' eyes determines how great his sales report is.People have witnessed homo-phones' importance in Chinese advertisements in recent years.This passage is about the analysis of the relations between homophonesand humor in Chinese advertising from the perspective of Relevance Theory,Conversational Implicature,Context and Cooperative Princi-ple in pragmatics so that readers can better understand the usage of homophones in English learning.展开更多
The Rongshida Group, a leading electrical-applianceproducer in China, planned to choose its advertising agent fromfour candidates, the China Advertising Inc., Shanghai Ogilvy &Mather, Shanghai Leo Burnett and RSCG...The Rongshida Group, a leading electrical-applianceproducer in China, planned to choose its advertising agent fromfour candidates, the China Advertising Inc., Shanghai Ogilvy &Mather, Shanghai Leo Burnett and RSCG, by balancing one oftheir advertisement proposals against another. Lasting five daysand nights, the customer finally selected RSCG as its agent. Bossof the China Advertising Inc. said they bed lost the competitionto the three 4A companies not in terms of proposal but becauseof comprehensive power.展开更多
With the development of social media,the TV public service advertisements play an important role in environmental pro⁃tection.The essay will analyze PSA about environmental protection from the perspective of Attitude ...With the development of social media,the TV public service advertisements play an important role in environmental pro⁃tection.The essay will analyze PSA about environmental protection from the perspective of Attitude in Appraisal System,trying to find out how ads work by using different kinds of sub-systems in attitude.And the essay will also focus on the proportion of positive and negative meanings,researching the myth of PSA.展开更多
基金funded by the project“Translation of and Research on Sinology Literature in English newspapers in China(19JDZD04)”by Guangdong University of Foreign Studies.
文摘The Chinese Recorder and Missionary Journal is one of the most valued English literature in China’s history of Christianity and the key publications of missionaries from the second half of the 19th Century to the first half of the 20th Century.The advertisements in it have not been properly stressed by the academic world,most of which are even deleted in the bound volumes.This paper aims to give a preliminary study on the advertisements in Chinese Recorder and Missionary Journal,comparing and analyzing advertisers,slogans and text structures and appeal methods of advertisements of shipping,banking,schools and book introduction in Chinese Recorder and Missionary Journal,thus demonstrating its significance in China’s modern advertising industry and Sino-western commercial trade and cultural exchange.
文摘How much an advertisement catches consumers' eyes determines how great his sales report is.People have witnessed homo-phones' importance in Chinese advertisements in recent years.This passage is about the analysis of the relations between homophonesand humor in Chinese advertising from the perspective of Relevance Theory,Conversational Implicature,Context and Cooperative Princi-ple in pragmatics so that readers can better understand the usage of homophones in English learning.
文摘The Rongshida Group, a leading electrical-applianceproducer in China, planned to choose its advertising agent fromfour candidates, the China Advertising Inc., Shanghai Ogilvy &Mather, Shanghai Leo Burnett and RSCG, by balancing one oftheir advertisement proposals against another. Lasting five daysand nights, the customer finally selected RSCG as its agent. Bossof the China Advertising Inc. said they bed lost the competitionto the three 4A companies not in terms of proposal but becauseof comprehensive power.
文摘With the development of social media,the TV public service advertisements play an important role in environmental pro⁃tection.The essay will analyze PSA about environmental protection from the perspective of Attitude in Appraisal System,trying to find out how ads work by using different kinds of sub-systems in attitude.And the essay will also focus on the proportion of positive and negative meanings,researching the myth of PSA.
