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 advertisem...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.展开更多
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 illustra...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.展开更多
As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Informatio...As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Information-Centric Networking(ICN)came into being.From a technical point of view,ICN is a promising future network architecture.Researching and customizing a reasonable pricing mechanism plays a positive role in promoting the deployment of ICN.The current research on ICN pricing mechanism is focused on paid content.Therefore,we study an ICN pricing model for free content,which uses game theory based on Nash equilibrium to analysis.In this work,advertisers are considered,and an advertiser model is established to describe the economic interaction between advertisers and ICN entities.This solution can formulate the best pricing strategy for all ICN entities and maximize the benefits of each entity.Our extensive analysis and numerical results show that the proposed pricing framework is significantly better than existing solutions when it comes to free content.展开更多
In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwi...In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.展开更多
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...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.展开更多
Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The adverti...Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.展开更多
This paper is on the Chinese-English advertisement translation. It gives people an orderly discussion with examples in three parts:the problems in current advertisement translation, the causes of these problems, essen...This paper is on the Chinese-English advertisement translation. It gives people an orderly discussion with examples in three parts:the problems in current advertisement translation, the causes of these problems, essential steps of making the Chinese-English translation of advertisement onto an appropriate way. This paper also suggests the principles of Chinese-English advertisement translation:natural, precise and understandable.展开更多
The main errors in translating Chinese advertisements into English are pragmatic failures in which target-language readers fail to find the optimal relevance between the target text and source text.The translation str...The main errors in translating Chinese advertisements into English are pragmatic failures in which target-language readers fail to find the optimal relevance between the target text and source text.The translation strategies proposed under the guidance of Relevance Theory can effectively help translators find out optimal relevance in the process of translating Chinese advertisements into English to avoid pragmatic failures.展开更多
Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, sche...Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, schema theory is employed to analyze the graphological, phonological, lexical, grammatical and discoursal features of the advertising language and the cognitive change they bring about among the audience, aiming at helping the consumers have a better understanding of advertisements and helping the designers produce better works.展开更多
This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to a...This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to appreciate the charm of English.展开更多
With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its succes...With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its successful promotion in the Chinese market.Although the translation practice contains multiple difficulties,the translation of lexical stylistic devices is a big challenge for translators.It is not simply because lexical stylistic devices are diverse and various in form,but also because most devices involve linguistic and cultural differences between English and Chinese.This thesis analyzed a number of current English to Chinese translations of the devices in commercial advertisements,which mainly come from two translation scholars’works and official websites of world-known brands.By analyzing the selected data,seven translation strategies are found to be the major translation strategies in this respect,namely literal translation,free translation,flexible translation,extended translation,adaptation translation,compensation translation and amplification translation strategies.Moreover,a number of linguistic and cultural issues which need to be considered by translators are also illustrated here.展开更多
Our society has been filled with advertisements of all sorts. Advertisers and copy - writers are trying their best to sell their goods to us consumers. How are we tempted and persuaded to buy such things, especially s...Our society has been filled with advertisements of all sorts. Advertisers and copy - writers are trying their best to sell their goods to us consumers. How are we tempted and persuaded to buy such things, especially sometimes they are the things we do not really need? Advertisers and copy - writers certainly have their ways. This paper will illustrate how they achieve their purposes by looking at the linguistic features of advertising language.展开更多
This essay studies the words in English and Chinese advertising on the basis of the observation and statistics of words with high frequency in 100 commercial advertisements (50 English advertisements and 50 Chinese ad...This essay studies the words in English and Chinese advertising on the basis of the observation and statistics of words with high frequency in 100 commercial advertisements (50 English advertisements and 50 Chinese advertisements respectively). Based on the theories of lexicology and advertising psychology,such a comparative study is conducted with focus on word classes,namely,nouns,verbs and adjectives semantically. Moreover,the features of words are further analyzed with examples in the hope that English and Chinese advertisements could be understood better in the light of the linguistic meanings and cultural backgound of the advertisements.展开更多
Based on the Relevance Theory established by Sperber & Wilson, this paper sets out to look into the persuasive power in a chosen advertisement and at the same time tries to render plausible explanations of the con...Based on the Relevance Theory established by Sperber & Wilson, this paper sets out to look into the persuasive power in a chosen advertisement and at the same time tries to render plausible explanations of the contextual effects that are inferred by the audience in the communicative process.展开更多
Nowadays, advertising has become an important part in human life. Advertising is not only a carrier of information,but also an important part of culture. As a kind of cultural phenomenon, advertising has permeated thr...Nowadays, advertising has become an important part in human life. Advertising is not only a carrier of information,but also an important part of culture. As a kind of cultural phenomenon, advertising has permeated throughout people's social life. In its course of spread, it transmits cultural information and embodies different values. Thus it influences people's thoughts and values unconsciously, leads and changes their behaviors and patterns of consumption.In this essay, I will demonstrate the latent relationship between advertising and culture through analyzing different cultures reflected in Chinese and American advertisements. And this essay offers many solid theories and abundant examples acquired from books and periodicals of various ages.展开更多
This paper aims to explore the nature of English print advertisements by means of genre analysis and discussion on advertising language features from several pragmatic perspectives.It is suggested that the exquisite a...This paper aims to explore the nature of English print advertisements by means of genre analysis and discussion on advertising language features from several pragmatic perspectives.It is suggested that the exquisite advertisement designs,including both rhetorical moves and the special use of language,serve the common communicative purpose of advertisements-promoting the advertised products or service.展开更多
Interpersonal metafunction is one of the most important functions of language, through which people express their view-points, establish and maintain relations with other people. This paper analyzes the interpersonal ...Interpersonal metafunction is one of the most important functions of language, through which people express their view-points, establish and maintain relations with other people. This paper analyzes the interpersonal metafunction in tour advertise-ments from mood, modality and person system. Through the analysis, this paper reveals how tour advertisements achieve its pur-pose of persuading the potential consumers.展开更多
This paper contributes to discuss what functions puns can fulfill in advertisements. Based on the characters of pun, the author analyzes why pun is an important and effective device and how puns can serve the advertis...This paper contributes to discuss what functions puns can fulfill in advertisements. Based on the characters of pun, the author analyzes why pun is an important and effective device and how puns can serve the advertisement successfully. The results and conclusions was drawn by a survey which aims to help the advertisers have a good command of pun in advertisements and help customers understand the deep meaning and figurative effects well.展开更多
As china's reform and opening up and the gradual establishment of market economy, we have been setting up more and more contact with the whole world. However, cultural difference is an obstacle for both sides. In ...As china's reform and opening up and the gradual establishment of market economy, we have been setting up more and more contact with the whole world. However, cultural difference is an obstacle for both sides. In order to communicate more convenient with western countries, translation is a necessary tool. With translation, we can do business more directly with other countries, improving our fame and comprehensive national strength. But if you want foreigners to purchase your products you have to translate your advertisement slogan which can make foreigners understand the advantages of your products. We can find that the slogan of an ad is often composed of only few words. But what it expresses is profound and lasting. When compile slogans, many rhetoric devices are used. Such as simile、repetition、parallelism and exaggeration.展开更多
文摘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.
文摘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.
基金supported by the Key R&D Program of Anhui Province in 2020 under Grant No.202004a05020078China Environment for Network Innovations(CENI)under Grant No.2016-000052-73-01-000515.
文摘As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Information-Centric Networking(ICN)came into being.From a technical point of view,ICN is a promising future network architecture.Researching and customizing a reasonable pricing mechanism plays a positive role in promoting the deployment of ICN.The current research on ICN pricing mechanism is focused on paid content.Therefore,we study an ICN pricing model for free content,which uses game theory based on Nash equilibrium to analysis.In this work,advertisers are considered,and an advertiser model is established to describe the economic interaction between advertisers and ICN entities.This solution can formulate the best pricing strategy for all ICN entities and maximize the benefits of each entity.Our extensive analysis and numerical results show that the proposed pricing framework is significantly better than existing solutions when it comes to free content.
文摘In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.
文摘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.
文摘Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.
文摘This paper is on the Chinese-English advertisement translation. It gives people an orderly discussion with examples in three parts:the problems in current advertisement translation, the causes of these problems, essential steps of making the Chinese-English translation of advertisement onto an appropriate way. This paper also suggests the principles of Chinese-English advertisement translation:natural, precise and understandable.
文摘The main errors in translating Chinese advertisements into English are pragmatic failures in which target-language readers fail to find the optimal relevance between the target text and source text.The translation strategies proposed under the guidance of Relevance Theory can effectively help translators find out optimal relevance in the process of translating Chinese advertisements into English to avoid pragmatic failures.
文摘Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, schema theory is employed to analyze the graphological, phonological, lexical, grammatical and discoursal features of the advertising language and the cognitive change they bring about among the audience, aiming at helping the consumers have a better understanding of advertisements and helping the designers produce better works.
文摘This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to appreciate the charm of English.
文摘With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its successful promotion in the Chinese market.Although the translation practice contains multiple difficulties,the translation of lexical stylistic devices is a big challenge for translators.It is not simply because lexical stylistic devices are diverse and various in form,but also because most devices involve linguistic and cultural differences between English and Chinese.This thesis analyzed a number of current English to Chinese translations of the devices in commercial advertisements,which mainly come from two translation scholars’works and official websites of world-known brands.By analyzing the selected data,seven translation strategies are found to be the major translation strategies in this respect,namely literal translation,free translation,flexible translation,extended translation,adaptation translation,compensation translation and amplification translation strategies.Moreover,a number of linguistic and cultural issues which need to be considered by translators are also illustrated here.
文摘Our society has been filled with advertisements of all sorts. Advertisers and copy - writers are trying their best to sell their goods to us consumers. How are we tempted and persuaded to buy such things, especially sometimes they are the things we do not really need? Advertisers and copy - writers certainly have their ways. This paper will illustrate how they achieve their purposes by looking at the linguistic features of advertising language.
文摘This essay studies the words in English and Chinese advertising on the basis of the observation and statistics of words with high frequency in 100 commercial advertisements (50 English advertisements and 50 Chinese advertisements respectively). Based on the theories of lexicology and advertising psychology,such a comparative study is conducted with focus on word classes,namely,nouns,verbs and adjectives semantically. Moreover,the features of words are further analyzed with examples in the hope that English and Chinese advertisements could be understood better in the light of the linguistic meanings and cultural backgound of the advertisements.
文摘Based on the Relevance Theory established by Sperber & Wilson, this paper sets out to look into the persuasive power in a chosen advertisement and at the same time tries to render plausible explanations of the contextual effects that are inferred by the audience in the communicative process.
文摘Nowadays, advertising has become an important part in human life. Advertising is not only a carrier of information,but also an important part of culture. As a kind of cultural phenomenon, advertising has permeated throughout people's social life. In its course of spread, it transmits cultural information and embodies different values. Thus it influences people's thoughts and values unconsciously, leads and changes their behaviors and patterns of consumption.In this essay, I will demonstrate the latent relationship between advertising and culture through analyzing different cultures reflected in Chinese and American advertisements. And this essay offers many solid theories and abundant examples acquired from books and periodicals of various ages.
文摘This paper aims to explore the nature of English print advertisements by means of genre analysis and discussion on advertising language features from several pragmatic perspectives.It is suggested that the exquisite advertisement designs,including both rhetorical moves and the special use of language,serve the common communicative purpose of advertisements-promoting the advertised products or service.
文摘Interpersonal metafunction is one of the most important functions of language, through which people express their view-points, establish and maintain relations with other people. This paper analyzes the interpersonal metafunction in tour advertise-ments from mood, modality and person system. Through the analysis, this paper reveals how tour advertisements achieve its pur-pose of persuading the potential consumers.
文摘This paper contributes to discuss what functions puns can fulfill in advertisements. Based on the characters of pun, the author analyzes why pun is an important and effective device and how puns can serve the advertisement successfully. The results and conclusions was drawn by a survey which aims to help the advertisers have a good command of pun in advertisements and help customers understand the deep meaning and figurative effects well.
文摘As china's reform and opening up and the gradual establishment of market economy, we have been setting up more and more contact with the whole world. However, cultural difference is an obstacle for both sides. In order to communicate more convenient with western countries, translation is a necessary tool. With translation, we can do business more directly with other countries, improving our fame and comprehensive national strength. But if you want foreigners to purchase your products you have to translate your advertisement slogan which can make foreigners understand the advantages of your products. We can find that the slogan of an ad is often composed of only few words. But what it expresses is profound and lasting. When compile slogans, many rhetoric devices are used. Such as simile、repetition、parallelism and exaggeration.