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.

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.

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.

Basic philosophy of three essences theory in traditional Mongolian medicine

Traditional Mongolian medicine(TMM)integrates Tibetan and Chinese medicine with indigenous Mongolian practices,focusing on the balance of three core essences:Khii,Shar,and Badgan,derived from the Five Elements-earth,water,fire,wind,and space.These essences regulate both physical and psychological processes,and their imbalance,often caused by diet,behavior,or environment,leads to disease.TMM utilizes holistic diagnostic methods such as pulse diagnosis,visual inspection,and lifestyle evaluation to identify imbalances of three essences.Treatments include herbal remedies,dietary adjustments,behavior modification,and accessory therapies like moxibustion and massage to restore balance.This mini review examines the philosophical underpinnings,diagnostic techniques,and therapeutic strategies to Khii,Shar,and Badgan,highlighting their importance in both traditional and modern integrative healthcare.

Assessing the range of blasting-induced cracks in the surrounding rock of deeply buried tunnels based on the unified strength theory

Blasting-induced cracks in the rock surrounding deeply buried tunnels can result in water gushing and rock mass collapse,posing significant safety risks.However,previous theoretical studies on the range of blasting-induced cracks often ignore the impact of the in-situ stress,especially that of the intermediate principal stress.The particle displacement−crack radius relationship was established in this paper by utilizing the blasthole cavity expansion equation,and theoretical analytical formulas of the stress−displacement relationship and the crack radius were derived with unified strength theory to accurately assess the range of cracks in deep surrounding rock under a blasting load.Parameter analysis showed that the crushing zone size was positively correlated with in-situ stress,intermediate principal stress,and detonation pressure,whereas negatively correlated with Poisson ratio and decoupling coefficient.The dilatancy angle-crushing zone size relationship exhibited nonmonotonic behavior.The relationships in the crushing zone and the fracture zone exhibited opposite trends under the influence of only in-situ stress or intermediate principal stress.As the in-situ stress increased from 0 to 70 MPa,the rate of change in the crack range and the attenuation rate of the peak vibration velocity gradually slowed.

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.

On the “Online and Offline Blended Teaching” Mode for Ideological and Political Theory Courses in Universities—A Case of “Introduction to Basic Principles of Marxism”

With the deepening development of educational informatization, online and offline blended teaching, as a new teaching mode, is increasingly receiving widespread attention from educators [1]. At present, the reform of the “online and offline blended teaching” of ideological and political education courses directly affects the quality of talent cultivation in universities. The article takes the course “Introduction to Basic Principles of Marxism” as an example to explore the reform mode of “online and offline blended teaching” in ideological and political theory courses in universities from the aspects of reasonable allocation of class hours, design of online teaching activities, how to deepen classroom teaching offline, and diversified assessment modes. Furthermore, the article summarizes the experience of mode reform and promotes the deep development of the people-oriented education concept in ideological and political courses in universities, so as to achieve the ultimate goal of moral education in ideological and political education in universities.

A Skopos Theory-based Study of Translation Principles of Traditional Chinese Medicine Decoctions

English translations of Traditional Chinese medicine(TCM)terms and prescriptions need standardizing to minimize ambiguity as the popularity of TCM spreads globally.Herein an evaluation guide for translation of TCM decoctions in English into diverse social,cultural and medical systems,is proffered which integrates Skopos theory and Li Zhaoguo’s principles of English translation(conciseness of lexical composition,information accuracy,and similarity in lexical composition).Based on a case study of the traditional herbal medicine Mahuang Xingren Gancao Shigao Tang,direct translation methods with concise lexical composition are determined to most clearly convey the sophisticated and verbose original TCM prescription.

Comparative Study on Lin Yutang’s Translation Principle and Skopos Theory’s Three Rules of Translation

An review of the similarities and disparities on the ideas of translation between Lin Yutang’s translation principle and German Functional School’s Skopos Theory finds that,for the three rules in both theories,two rules which involve fidelity and smoothness/coherence share some similarities.Though both Lin and Skopos Theory argue that fidelity and smoothness/coher?ence are significant indicators for translation,their focus and priority are not identical.Lin stresses the importance of beauty while Skopos Theory focuses on the skopos of the translation.Lin’s translation rules are more suitable for literature translation,while Skopos Theory is more popular among those who conduct instrumental translation and documentary translation.

An Analysis of English-Chinese Translation Methods and Skills of UCP600 under the Three Rules of Skopos Theory

Documentary credits play an important role in China's foreign trade settlements and UCP600 is the current international uniform customs and practice for documentary credits. This paper takes UCP600 as the analytical text and combines the three rules of Skopos Theory to analyze and summarize English-Chinese translation methods and skills of UCP600, aiming to help translators especially participated in foreign trade, to have a better understanding of E-C translation of UCP600 and give them some inspira-tions on understanding and translating texts similiar to UCP600, hence making settlements of documentary credits smoothier in Chinese foreign trade.

A Study on Translation of Tourism Literature-from the Perspective of Skopos Theory

Tourism literature is a window for foreigners to know China and a medium for publicizing Chinese culture.Increasing the quality of translation of tourism literature is of great significance in promoting Chinese tourisms' further development.This paper explores the strategies to deal with the translation of tourism literature,taking Skopos Theory as the theoretical base.

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.

On Interpretation Teaching Strategies from the Perspective of Skopos Theory

In order to strengthen communications and cooperation with various fields of other countries, the demand for translators and interpreters has increased dramatically. At the same time, the quantity and quality of translators will be faced with more and more requirements of the employment market. Therefore, as a compulsory and main course for English majors in many colleges and universities, interpretation teaching has been challenged for a long time. How to train a great number of qualified interpreters rapidly and effectively has become an urgent issue. Based on reviewing the theory of Skopos theory and analyzing the status quo of interpretation teaching for undergraduate English majors, some new thoughts for interpretation teaching are proposed.

The Comparison of Two Chinese Versions(CUV and TCV) of Bible from the Perspective of Skopos Theory

Bible has a lot of Chinese versions, among which The Chinese Union Version(CUV) and Today's Chinese Version(TCV) are most popular. The skopos of CUV is for Chinese Christians while the skopos of TCV is not just for Chinese Christians but also for the non-believers. Different target readers decide different skopos of translation. The comparison of CUV and TCV of this essay will focus on the word choices and sentence patterns to illustrate the point. Concerning the word choice, CUV uses a lot of classical words that are hard for readers today to understand. As to the sentence pattern, CUV version is generally literal translation to be loyal to God. On the contrary, because of different skopos, TCV version is very free translation. We can not deny the fact that TCV using free translation is under the influence of Nida whose dynamic equivalence is influential during the1970s especially in the Bible translation. However, from the prospective of Vermeer's theory, the prime skopos of TCV is to help non-believers understand and be willing to read Bible. Strange sentences and vague meanings will prevent them from go on reading it. Since I am also a Christian, at the end of the essay I will illustrate the limitation of both versions from a Christian's perspective.

Performance-oriented Drama Translation from Skopos Theory: A Case in my Chinese Translation of Translations

Based on the guidelines set by Ningbo Theatre who asked me to translate translations and features of performance-oriented drama, this commentary will deal with how I translate characters and cultural specific items from prospective of skopos theory and explain the reason why I translate it this way.I am required to present vivid characters and bridge the cultural gap while translating. During the process of translation, I try to use specific words or local dialect to differ one person from another. Sometimes, I make one person's language less colloquial which is consistent with his own personality. When encountering some cultural barriers that would make audience confused, I adopt domestication to translate the dialogue. I will add some explanatory words to make audience get to know it and free translation to avoid cultural confusion. In this commentary, six examples are given to show my strategies of translating this book.

Skopos:The Central Theory of Functional Approach

Skopos is the central theory of functional approach. In this article, firstly, it will discuss Katharina Reiss's Skopostheorie. Secondly, it will explain Has. J. Vermeer's Skopostheorie. Thirdly, it will analyze Justa Holz-Manttari and Chrisriane Nord's Skopostheorie. Finally, it will give some opinions the importance and practicality of Skopostheorie in the translating.

Bending and wave propagation analysis of axially functionally graded beams based on a reformulated strain gradient elasticity theory

A new size-dependent axially functionally graded(AFG) micro-beam model is established with the application of a reformulated strain gradient elasticity theory(RSGET). The new micro-beam model incorporates the strain gradient, velocity gradient,and couple stress effects, and accounts for the material variation along the axial direction of the two-component functionally graded beam. The governing equations and complete boundary conditions of the AFG beam are derived based on Hamilton's principle. The correctness of the current model is verified by comparing the static behavior results of the current model and the finite element model(FEM) at the micro-scale. The influence of material inhomogeneity and size effect on the static and dynamic responses of the AFG beam is studied. The numerical results show that the static and vibration responses predicted by the newly developed model are different from those based on the classical model at the micro-scale. The new model can be applied not only in the optimization of micro acoustic wave devices but also in the design of AFG micro-sensors and micro-actuators.

Theory Critique of Kristen Swanson’s Theory of Caring

Theory is considered essential for integral assessment, adopting its foundations and concepts is of great utility. The theory provides different templates to help nurses provide care that respects patients and improves outcomes. Through understanding the intersection of nursing, patients, health, and the environment, theories aim to simplify the complicated, ever-evolving relationship that nurses have with their profession. Nursing theory helps distinguish nursing as a separate discipline from medicine and related sciences, and assists nurses in understanding their patients and their needs. The behaviors of healthcare providers affect how patients participate in and experience care situations. In the nursing discipline, the theoretical structures of caring have been established as the core concept of guidance in all nurses’ work. The aim of this paper is to develop a critique of Kristen Swanson’s theory of caring—a theory structured around five caring principles (maintaining belief, knowing, being with, doing for, and enabling) by applying it to nursing practice. When applied to nursing practice, each of these five stages stimulates the caregiver’s attitude, which in turn improves the overall patient’s well-being. Implications to nursing practice are mentioned [1] [2].

The Validity of the Thermohydrogravidynamic Theory Concerning the Predicted Dates of the Maximal Temporal Intensifications of the Global Seismotectonic Processes of the Earth during the Range 2020 - 2023 AD

We present (on the 13th International Conference on Geology and Geophysics) the convincing evidence that the strongest earthquakes (according to the U.S. Geological Survey) of the Earth (during the range 2020 - 2023 AD) occurred near the predicted (calculated in advance based on the global prediction thermohydrogravidynamic principles determining the maximal temporal intensifications of the global seismotectonic, volcanic, climatic and magnetic processes of the Earth) dates 2020.016666667 AD (Simonenko, 2020), 2021.1 AD (Simonenko, 2019, 2020), 2022.18333333 AD (Simonenko, 2021), 2023.26666666 AD (Simonenko, 2022) and 2020.55 AD, 2021.65 AD (Simonenko, 2019, 2021), 2022.716666666 AD (Simonenko, 2022), respectively, corresponding to the local maximal and to the local minimal, respectively, combined planetary and solar integral energy gravitational influences on the internal rigid core of the Earth. We present the short-term thermohydrogravidynamic technology (based on the generalized differential formulation of the first law of thermodynamics and the first global prediction thermohydrogravidynamic principle) for evaluation of the maximal magnitude of the strongest (during the March, 2023 AD) earthquake of the Earth occurred on March 16, 2023 AD (according to the U.S. Geological Survey). .

ENERGY PRINCIPLES IN THEORY OF ELASTIC MATERIALS WITH VOIDS

According to the basic idea of dual-complementarity, in a simple and unified way proposed by the author, various energy principles in theory of elastic materials with voids can be established systematically, In this paper, an important integral relation is given, which can be considered essentially as the generalized pr- inciple of virtual work. Based on this relation, it is possible not only to obtain the principle of virtual work and the reciprocal theorem of work in theory of elastic materials with voids, but also to derive systematically the complementary functionals for the eight-field, six-field, four-field and two-field generalized variational principles, and the principle of minimum potential and complementary energies. Furthermore, with this appro ach, the intrinsic relationship among various principles can be explained clearly.