As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement i...As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement including its definition, objective, and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation, and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, building on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the ＂hard nut＂--how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction, and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles： a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an optimum transfer of information.展开更多
In advertisements directed at consumers within a society or others ocieties, brands employ cultural signs （values, beliefs, rituals, and heroes and symbols） and in accordance, it can be observed that they consciousl...In advertisements directed at consumers within a society or others ocieties, brands employ cultural signs （values, beliefs, rituals, and heroes and symbols） and in accordance, it can be observed that they consciously make use of the terms ＂locality＂ and ＂globality＂. In this study, four global food brands＇ advertisements including cultural codes, locality, and globality have been randomly selected and analyzed. These advertising messages have been analyzed at an intercultural level from visual semiotics perspective. It has been tried to determine the ＂local＂ approaches of global brands by revealing the ＂intercultural＂ dimension transferred through visual and linguistic signs in the advertisements which we reselected with an eclectic method.展开更多
文摘As a practical style, Advertising English has gradually derived from the English language due to its particular social role. In this respect, this paper will generalise the fundamental knowledge of the advertisement including its definition, objective, and writing principles. This is followed by an analysis on language features based on vocabulary, grammar, punctuation, and rhetorical devices. However, the main thrust of the thesis is not devoted to a purely linguistic study. Rather, building on the theoretical reflections of equivalent theory and cultural conversion, this paper attempts to find the joint reflecting the similar functions of both English and Chinese. Therefore, This thesis will not confine itself simply to a list of language features but rather go further and crack the ＂hard nut＂--how to tackle translation in advertisements. Little ink, as the case stands, has been spilled over this crux. Taking into consideration the distinctive functions and stylistic features of advertisement, general principles that highlight the qualities of awareness, understanding, conviction, and action will be offered. Based on these general principles, tactics both regular and strategic are tentatively offered. As is often the case, a translator walking on a tightrope plays dual roles： a submissive servant and a defiant master. In this sense, it is proposed that a blend of regular and strategic tactics should be employed in pursuit of an optimum transfer of information.
文摘In advertisements directed at consumers within a society or others ocieties, brands employ cultural signs （values, beliefs, rituals, and heroes and symbols） and in accordance, it can be observed that they consciously make use of the terms ＂locality＂ and ＂globality＂. In this study, four global food brands＇ advertisements including cultural codes, locality, and globality have been randomly selected and analyzed. These advertising messages have been analyzed at an intercultural level from visual semiotics perspective. It has been tried to determine the ＂local＂ approaches of global brands by revealing the ＂intercultural＂ dimension transferred through visual and linguistic signs in the advertisements which we reselected with an eclectic method.
