Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

On Translation Strategies of Commercial Advertisements From the Perspective of Skopos Theory

In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.

Transcreation in Advertisement Slogans from the Perspective of Communicative Translation Theory

Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.

A Comparative Study of Chinese Translations of Tagore’s Stray Birds From the Perspective of the“Three Beauties Theory”

For more than 60 years,Mr.Xu Yuanchong has been devoted to education.He has not only made remarkable achievements in translating from and into Chinese,English,French and other languages,but has also developed his own unique concept of translation.Since 1950,he has always adhered to the“Three Beauties Theory”,believing that translation should not only rely on the original text,but also realize the“beauty of meaning”,“beauty of sound”,and“beauty of form”.Based on Xu Yuanchong’s“Three Beauties Theory”,this paper takes Zheng Zhenduo’s and Feng Tang’s Chinese translations of Stray Birds as an example to explore in depth the specifics of poetry translation theory.The study summarizes the similarities and differences between these two translations in embodying the“three beauties”,providing insights into the Chinese translation techniques of philosophical prose poems.This endeavor seeks to offer valuable insights for the comparative study of Stray Birds translations。

Analysis of the Subtitle Translation of The Shawshank Redemption from the Perspective of the Skopos Theory

Translation is an important communication skill between different languages.In modern society,audiovisual products are distributed to worldwide areas as a popular means of mass media.As the globalization of economy and culture is advancing in the new century,audiovisual subtitle translation plays an increasingly important part.Good subtitles can enhance the audience’s experience of appreciating foreign films and make cultural communication more effective.This thesis conducts a brief survey on the strategies for film subtitle translation using the case study of the famous film The Shawshank Redemption.In this paper,based on Skopos theory,the author made a comprehensive analysis of subtitling activities and pointed out that subtitling,as a specialized area of translation,is not only guided by translation studies but also under the constraints of film properties.The Skopos theory of film subtitle translation is to provide,within the constraints of time and space,a well-translated subtitle that can contribute to a good understanding of what is happening on the screen.In short,the end justifies the means.Therefore,during the process of subtitle translation,the subtitler should take all the factors into consideration to identify the translation purpose,and then adopt corresponding translation strategies.From this perspective,the author takes the Skopos theory as instruction and applies the reduction and addition method to analyze the film subtitle translation.In the age of globalization,foreign films are increasingly entering people’s lives.Watching foreign films is a popular and effective way to understand foreign cultures.However,in China,subtitle translation has not attracted as much academic attention as it deserves and few theories could be appropriately applied to subtitle translation.Therefore,the author hopes that subtitle translation could be paid more attention in terms of cross-cultural communication.

Research on Chinese-English Translation of Enterprise Publicity Materials from the Perspective of Adaptation Theory

As the process of economic globalization continues to advance,China has undergone earth-shaking changes.High-quality products and promotional materials are crucial for Chinese companies to go global and build their brands.The English translation of external promotional materials is crucial.However,some companies do not pay enough attention to their publicity,resulting in a low international status.This paper analyzes the Chinese-English translation of enterprise external publicity materials from the perspective of adaptation theory,thereby exploring the translation strategies adopted under the guidance of adaptation theory,hoping to provide some references for related translation practices in the future.

The Translation of Chinese Literature under the Theory of Translation Compensation

In order to promote the exchange of Chinese culture with foreign countries,translators bear an important mission in the process of cross-cultural communication.Although there are cultural differences,we can achieve cultural dissemination and exchange through continuous cultural dialogue.As an important way for foreign scholars to understand the history of the Shang and Zhou Dynasties in China,the translation of historical texts is crucial.Multiple typical cases are selected under the guidance of the translation theory of compensation to use relevant methods or techniques from the three levels of language,culture,and aesthetics to compensate for the loss of Li Xueqin’s The Origin of Ancient Chinese Civilization in English translation proofreading.

Development of a Sports Safety Promotion Framework Based on KABP Theory and 4M Management

This study explores the significance,current research landscape,and conceptualization of sports safety promotion.Safety in sports is fundamental to youth physical activities,and an excessive focus on or neglect of safety is unwarranted.Globally,numerous countries have extensively researched sports safety promotion and implemented diverse strategies.Drawing from KABP(Knowledge,Attitude,Behavior,Practice)theory and 4M(Man,Machine,Medium,Management)management,this paper presents a conceptual framework for sports safety promotion.It integrates these theories to devise a comprehensive accident prevention model within a sports safety promotion system.The framework prioritizes enhancing students’safety literacy and underscores the practical application of safety knowledge and skills in simulated sports settings following structured safety education.It aims to enhance students’competency and proficiency in averting sports-related injuries.

Research on Risk Prevention and Resolution Strategies of College Network Ideology in the Context of the Internet

With the rapid development of the Internet,the network ideology of colleges and universities is facing severe challenges.This paper deeply analyzes the root of the risk of network ideology and makes a specific investigation of the status quo of network public opinion in colleges and universities.On this basis,the study explores and puts forward a series of targeted risk prevention and resolution strategies,aiming at providing a systematic solution for the network ideology security of colleges and universities.In this paper,with the combination of theory and practice as the path,we verify the effectiveness and applicability of the proposed strategy through the analysis of the implementation effect of the strategy.This study also provides theoretical support and practical guidance for the prevention and control of ideological risks and public opinion guidance in universities under the network environment,which has important practical significance.With the continuous progress of network technology,the threats to the network ideology of colleges and universities are increasing.For example,the spread of false information has become a serious problem affecting the security of college network ideology.

Research on the Application of Second Language Acquisition Theory in College English Speech Teaching

The teaching of English speeches in universities aims to enhance oral communication ability,improve English communication skills,and expand English knowledge,occupying a core position in English teaching in universities.This article takes the theory of second language acquisition as the background,analyzes the important role and value of this theory in English speech teaching in universities,and explores how to apply the theory of second language acquisition in English speech teaching in universities.It aims to strengthen the cultivation of English skilled talents and provide a brief reference for improving English speech teaching in universities.

Practice Analysis on the Teaching Theory and Skills of English Translation

As a universal language, English makes a better communication between China and the developed countries;English language teaching has become increasingly important in more and more Chinese Schools. At the beginning, when Chinese students start to learn a second language, they need to translate the second language such as English into Chinese in the first hand, and this procedure will help them to understand and learn English better. For English language translation teachers, they need to research and create the suitable, effective method of learning English translation for most students constantly in order to improve the English translation learning efficiency of the Chinese students. The local culture of China is quite different from the culture of other English speaking countries. When our Chinese students study English language translation, at the same time, they need to learn the different culture in different countries and learn how to accept and face up the cultural background difference between our country and the other English speaking countries. In the meantime, during the time of teaching English translation, the English translation subject teachers need to guide the students to learn and understand the difference in practice, and help them to establish a comprehensive and correct idea of learning English translation through teaching correct and different translation skills.

Type Synthesis of Fully Decoupled Three Translational Parallel Mechanism with Closed-Loop Units and High Stifness

In order to solve the problem of weak stifness of the existing fully decoupled parallel mechanism, a new synthesis method of fully decoupled three translational (3T) parallel mechanisms (PMs) with closed-loop units and high stifness is proposed based on screw theory. Firstly, a new criterion for the full decoupled of PMs is presented that the reciprocal product of the transmission wrench screw matrix and the output twist screw matrix of PMs is a diagonal matrix, and all elements on the main diagonal are nonzero constants. The forms of the transmission wrench screws are determined by the criterion. Secondly, the forms of the actuated and unactuated screws can be obtained according to their relationships with the transmission wrench screws. The basic decoupled limbs are generated by combination of the above actuated and unactuated screws. Finally, a closed-loop units construction method is investigated to apply the decoupled mechanisms in a better way on the high stifness occasion. The closed-loop units are constructed in the basic decoupled limbs to generate a high-stifness fully decoupled 3T PM. Kinematic and stifness analyses show that the Jacobian matrix is a diagonal matrix, and the stifness is obviously higher than that of the coupling mechanisms, which verifes the correctness of the proposed synthesis method. The mechanism synthesized by this method has a good application prospect in vehicle durability test platform.

Translation of Automobile Brands from the Perspective of Skopos Theory

With the steady growth of the Chinese economy,more and more countries are focusing on China.A great number of brands are entering the Chinese market and auto brand is one of them.Brand translation plays an important role for success of opening international market.This paper applies the Skopos theory to automobile brand translation,so as to provide a new angle to translation practice.

An Evaluation of the Core Controversies in Contemporary Western Human Rights Theory——A Study Based on the Examination of the Criterion of Fidelity to Practice

The development of theories on human rights with Chinese characteristics and China’s engagement in global human rights governance cannot be separated from attention to contemporary Western human rights theory.The debate between naturalistic and political conceptions of human rights has a long history,but discussions on the basic criteria for evaluating human rights theories have been insufficient.This article,focusing on the criterion of fidelity to practice,attempts to identify the development trajectory and direction of human rights theory.The universal claims of naturalistic human rights perspectives and the human rights catalog they propose have been criticized for deviating from practice.On the other hand,political conceptions of human rights,while emphasizing domestic human rights practices,have been criticized for their occasional nature and perceived loss of criticality.The broad-way practice theory seeks a third way that goes beyond the divide between these two perspectives.On the one hand,the theory itself faces limitations and the need for reshaping,while on the other hand,the traditional singular practice theory is also undergoing self-renewal.It can be said that the“internal critique”of contemporary Western human rights theory is already underway and will continue.

The Translation Strategies of Chinese Reduplicated Words From a Skopos Theory Perspective

This paper explores the translation strategies for Chinese reduplication to English from the perspective of Skopos theory. Drawing on previous research on the semantic functions of reduplication, the paper analyzes the three main types of semantic changes in Chinese reduplicated words: intensification of meaning, moderation of meaning, and addition of meaning. The paper then proposes different translation strategies for Chinese reduplication, including same-word repetition, near-synonym repetition, “have a try” form, “noun(pl.) + of” form, and “all”, “each”, and “every” pattern. Finally, the paper emphasizes the importance of understanding the intended communicative function of the reduplicated words and the need for flexible handling in order to achieve a natural translation with better readability.

A Study on German Translation Strategies of Culture-Loaded Words in Documentary Hexi Corridor(Expert)by Adaptation Theory

This paper deals with the translation strategies of Chinese Culture-Loaded Words from the perspective of adaptation theory.It is based on the translation text of the sixth episode“Silk Road”and the seventh episode“Dunhuang”of the documentary Hexi Corridor.Many words with Chinese cultural connotations appear in the subtitles of this documentary.This paper will be divided into four parts.The first part and the second part deal with the basic theories,i.e.,definition of Chinese Culture-Loaded Words and of adaptation theory.The original text is analysed in the third part.This part deals with the background and specifics of the language of the documentary film Hexi Corridor.The fourth part deals with the difficulties encountered by the author in translation practice and the corresponding solutions adopted by the author.The translation difficulties are solved by five translation methods,namely transliteration,loan translation,substitution,interpretation,and adaptation.

Translation Skills of Children’s Literature from the Perspective of Recep tion Theory:A Case Study of Bronze and Sunflower

With the development of society and the prosperity of Chinese literature,as a part of China’s soft power,Chinese chil dren literature is faced with the problem of international dissemination.The English version of Cao Wenxuan’s Bronze and Sunflow er won Hans Christian Andersen Award,the top award of children’s literature,which is a successful example of such dissemina tion.Therefore,the Chinese-English translation skills employed are worth studying.This paper aims to analyze the skills used to in the translation of short clauses,reiterative locution,simile,parallelism and dingzhen from the perspective of reception theory.It is found that by using such translation skills as omission,alliteration,repetition of prepositions and pronouns,and literal translation,the translator preserves and recreates the effect of the original text in ways that are more acceptable and idiomatic for the target reader.

Translation of Brand Names Based on Adaptation Theory

This paper,from the perspective of Verschueren’s adaptation theory,explores how a translator should adapt to the properties of products,different language customs,and consumers’psychology during the translation of brand names.First,a gen eral introduction is made on adaptation theory.Then,the application of adaptation theory in brand name translation is illustrated.Finally it is found that adaptation theory is very helpful for the translation of brand names.

On Translation Strategies and Cultural Effects of Chinese Menu in English Version——An Analysis from the Perspective of Reception Theory

Reception theory stresses reader's activeness.Translation of Chinese Menu in English Version reveals the universal principles of transnational strategies and methods of menu translation.Through analysis of Chinese Menu in English Version,the article studies its text and examines the linking mechanism between reception theory and menu translation.A comparative conclusion shows that in menu translation attention is paid to the accuracy of the target text by translators,who are simultaneously aware of the paradox between expectation and acceptance of individual readers.

A Comparative Study of Translation Course Teaching Mode of English Teacher and Chinese Teacher from the Perspective of Interactive Teaching Theory

The paper discusses a field study of different features of the teaching modes of English teacher and Chinese teacher from the perspective of interactive teaching theory.With survey of the translation course reform experimented in Chinese students classroom,the positive exposure of a foreign teacher combined with the work of a Chinese teacher's help in classroom are inspiring for further remolding of a better teaching mode tailored to some special group of Chinese students aiming for study abroad later.The newly teaching mode developed above would serve as a reference for the teaching field.