Nowadays, as the economy is soaring up with the course of globalization, all kinds of industries are full of acute and intense competitions. For the sake of benefits for companies, advertisements in English to promote...Nowadays, as the economy is soaring up with the course of globalization, all kinds of industries are full of acute and intense competitions. For the sake of benefits for companies, advertisements in English to promote the sale of goods are essential. Under this circumstance, advertisement is coming into being. Advertising English, as one of the members of advertisement family, has gradually got independence and separated from the common English after a long term development, which has great effects on the form of language itself. Definitely, this development needs more study as well. The advertising English has not only brought precious and vast commercial values to all walks of life, which can be proved in various examples, but also is provided with certain values for appreciation and language study. We all know that life lies in movement. Our familiar sports good industry is standing out particularly in this regard, such as a good and impressive advertisement. A resounding and impressive advertisement can leave people an unforgettable and indelible impression, which certainly will bring endless commercial benefits to this product and also help to establish a favorable brand image. Brand image, with its irreplaceable effects to companies, all starts with the advertising English as a small field of the big advertisement family, because the global communication between sport brands is most outstanding. By doing the research on sport English, we hope the general principles in advertising English canbe summarized and thus achieve the goal of putting English to the economy era to best make use of it.展开更多
Growing applied linguistics research has discussed the upsurge of the usage of Arabic language among Arabic speakers in the United States （Bale, 2010; Sehlaoui, 2008）; language contact and conflict among Arab Americ...Growing applied linguistics research has discussed the upsurge of the usage of Arabic language among Arabic speakers in the United States （Bale, 2010; Sehlaoui, 2008）; language contact and conflict among Arab Americans （AAs） （Rouchdy, 2002）; and how mobility--both virtual and physical--influences their identities （Duff, 2015） This study researches how AAs define their affiliation to the Arabic language in the United States to understand their attitudes on language variety and ethnic diversity, religion and identity, and stereotypes of Arabs. After analyzing interviews, all three AA participants self-selected their identity based on linguistic and physical contexts Thus, the findings suggest further research on AAs should consider cyber identity as a factor for bilingual speakers and compare it with Arabic speakers in their home country展开更多
The article discusses the role of food as an instrument of identity and a channel of contact through cultures. This is discussed drawing from three cases of Italian food culture hybridization spanning from the early 2...The article discusses the role of food as an instrument of identity and a channel of contact through cultures. This is discussed drawing from three cases of Italian food culture hybridization spanning from the early 20th century to the first decade of the 2000s： the role of Italian food in Italian-American identity as depicted in Leonardo Coviello＇s work, the meeting of Southern and Northern food cultures following the Italian internal migrations in the 50s and 60s, the food practices of international migrants in the context of the global flows of people and commodities in present day Italy. In this regard, food plays an essential role in the rebuilding of a familiar context in which migrants can feel temporarily ＂at home＂. At the same time, food is an important form of communication and contact between different cultures and social contexts. In this process of exchange both migrants＇ and hosts＇ food habits and diets are modified as they incorporate elements and ingredients from each other, making boundaries more porous.展开更多
Cultuare difference always exists in many aspects. Due to the national characters, regionalism, and times, translation can not be in a position when we try to translate without considering the language culture. Cultur...Cultuare difference always exists in many aspects. Due to the national characters, regionalism, and times, translation can not be in a position when we try to translate without considering the language culture. Cultural difference between English and Chinese, determines the different features between English and Chinese.展开更多
Shakespeare has been studied from many perspectives so far. However, his language style used in his literary works is still worth studying. First of all, this study explores changing sense of emblem and emblem languag...Shakespeare has been studied from many perspectives so far. However, his language style used in his literary works is still worth studying. First of all, this study explores changing sense of emblem and emblem language comparing Shakespeare＇s era and today. Secondly, it puts stress on the effects of emblem traditions on Shakespeare. Lastly, this article aims to shed light on his emblematical language in his Midsummer Night＇s Dream, which is one of his most leading works in terms of having highly visible emblematical interpretations.展开更多
In this paper, we conduct research on the packaging and illustration design development trend from the psychology and aesthetics perspective. Commercial illustration in packaging design which can provide extremely div...In this paper, we conduct research on the packaging and illustration design development trend from the psychology and aesthetics perspective. Commercial illustration in packaging design which can provide extremely diversified forms of style, to convey the brand＇ s core idea, brand or product difference, and brand personality. Application of illustration in packaging design should use human language, which would make the commodity characteristics. Our methodology combines the principles of psychology and aesthetics to optimize the traditional approaches which will not only enhance the design pattern of the current model and help make innovative products.展开更多
The objective of this paper is to demonstrate that the processual aspect of literary works of art deserves much more attention than it normally receives by readers, critics, and theorists. The most important reason fo...The objective of this paper is to demonstrate that the processual aspect of literary works of art deserves much more attention than it normally receives by readers, critics, and theorists. The most important reason for this is seen in the fact that texts since the advent of print culture have been disseminated and passed on in written form and that in the medium of writing the processual character of language is only insufficiently taken care of by a cultural convention of arranging and approaching the presented signs in an particular sequence. Whereas in an oral culture the dynamic processuality of a speech or recitation was directly experienced by the listeners, the spatial arrangement of signs in writing enables and even entices readers and critics to read this or that part of a written text in a sequence of their own making. What remains out of focus is that in doing so they miss the particular semantic profile and aesthetic character of the work as created by the author--a procedure particularly hurtful in the case of literary works of art. There is hope, however, that this will somewhat change by our moving towards a performance culture展开更多
Nida＇ s Functional Equivalence Theory has made a great contribution to the translation industry, which means the translation should reach the functional equivalence between two languages rather than the rigid corresp...Nida＇ s Functional Equivalence Theory has made a great contribution to the translation industry, which means the translation should reach the functional equivalence between two languages rather than the rigid correspondence of the texts. Functional Equivalence Theory includes stylistic equivalence, glossary equivalence and passage equivalence. The literary work selected in this paper is a famous classic novel, Camel Xiangzi, in which the features of the language employed by author are fizll of＂Chinese characteristics.＂ Just because of the characteristics, the task is more difficult in the process of the wanslating. In this paper, it makes a contrastive analysis of the translations to the fourth chapter of Camel Xiangzi by using Nida＇s Functional Equivalence Theory. There are three kinds of English versions, which were selected from a Chinese-American translator Shi Xiaojing＇s translation Camel Xiangzi, American translator Evan King＇ s translation Rickshaw Boy and American translator Jean M.James＇ s translation Richshaw： the Novel Lo-t＇o Hsinang Tz~ Due to limited words, this paper mainly analyzes the novel from the glossary, the stylistic and the passage equivalence. The result is that Jean M.James＇ s translation maximizes to achieve Functional Equivalence Theory, it also tries to reach formal equivalence, and her Wanslafion compensates for lack of the theory. What＇ s more, it verifies the feasibility and directive significance in translation of functional equivalence.展开更多
We name colors of foods with great ease. This process is conventionalized through our cultures and our biological dictates. People identify food colors through words that are again highly constrained. Embodiment of ex...We name colors of foods with great ease. This process is conventionalized through our cultures and our biological dictates. People identify food colors through words that are again highly constrained. Embodiment of experience and perception deals with these constraints to make color term use a cognitively economical mechanism, keeping numbers of concepts in mind through categorial conceptualization in long term memory. The parallel process that puts together our linguistic and visual information, allows the individual to map a correspondence between the two frames. The result of this mapping is a ＂cognitive color＂ in long term color memory. This paper presents an experiment in triggering long term memory and the response results. The objective was to verify whether individuals＇ cognitive color of well known foods, both raw and cooked, that they had just identified with Natural Color System （NCS） color samples, would be predominantly a primary basic color term, a secondary basic color term, or a complete descriptive utterance. The name used to communicate a desired signification is accessed through the judgement of similarity and difference with a point of reference. In this case, the food color vantage represents the cognitive color remembered.展开更多
The Igbo language has grown and developed to what is known as Standard Igbo （Igbo Izugbe） today. Series of efforts have gone into the modification and invention of words to ensure wider acceptability and intelligibi...The Igbo language has grown and developed to what is known as Standard Igbo （Igbo Izugbe） today. Series of efforts have gone into the modification and invention of words to ensure wider acceptability and intelligibility While this is a welcome idea, the tendency of the loss of communal identity in terms of the original local variety of the Igbo Language spoken by each community becomes very obvious. As Igbos can easily distinguish an Anambra man from an Imo man, it is also necessary that within Arlambra, one should be able to locate a particular town in the area through the spoken Igbo Language variety. This paper studies some of these local variants and advocates for a method of preserving such rich cultural heritage which are so valuable for posterity展开更多
This paper focuses the question： What does it mean to be a traveller rather than a tourist？ The term “tourism” ismostlyused in impersonal commercial language but “travel” often implies the personal, picaresque s...This paper focuses the question： What does it mean to be a traveller rather than a tourist？ The term “tourism” ismostlyused in impersonal commercial language but “travel” often implies the personal, picaresque style of travel writing. The travellerbeing the hero of the text and the tourist as an unfortunate by-product of globalisation highlight the formation of the important binary opposites through the identity/difference logic.Travel writers deprecate the behaviour of tourists and go for a more authentic way to engage with cultural contrastfor a more concrete example of otherness. The primary texts taken for this study are the select Odia travel writers： GobindaDas’sDese Dese （In Countries）, GolakbihariDhal’sLondon Chithi （Letter From London）, and Pratibha Ray’s Swapnara Alaska （Dreamy Alaska） and Africa NayikaNilanadi （Africa’s Heroine the River Nile）.展开更多
The core function of anaphora is to serve as a substitute for a certain linguistic component in texts, but it actually has other missions such as creating the rhetorical effect--irony. However, anaphora alone cannot c...The core function of anaphora is to serve as a substitute for a certain linguistic component in texts, but it actually has other missions such as creating the rhetorical effect--irony. However, anaphora alone cannot contribute to ironic effect, and only by resorting to other resources like contextual information, can anaphora generate irony. Therefore, Yus＇ s classification of contextual sources is employed to analyze with examples how anaphora creates irony by the aid of context. Ultimately, the conclusion has been drawn that anaphora is able to produce irony with the help of six groups of contextual information classified by Yus except the category--speaker＇s nonverbal behavior and anapbora sometimes has to interact with several groups of contextual information in order to create irony.展开更多
文摘Nowadays, as the economy is soaring up with the course of globalization, all kinds of industries are full of acute and intense competitions. For the sake of benefits for companies, advertisements in English to promote the sale of goods are essential. Under this circumstance, advertisement is coming into being. Advertising English, as one of the members of advertisement family, has gradually got independence and separated from the common English after a long term development, which has great effects on the form of language itself. Definitely, this development needs more study as well. The advertising English has not only brought precious and vast commercial values to all walks of life, which can be proved in various examples, but also is provided with certain values for appreciation and language study. We all know that life lies in movement. Our familiar sports good industry is standing out particularly in this regard, such as a good and impressive advertisement. A resounding and impressive advertisement can leave people an unforgettable and indelible impression, which certainly will bring endless commercial benefits to this product and also help to establish a favorable brand image. Brand image, with its irreplaceable effects to companies, all starts with the advertising English as a small field of the big advertisement family, because the global communication between sport brands is most outstanding. By doing the research on sport English, we hope the general principles in advertising English canbe summarized and thus achieve the goal of putting English to the economy era to best make use of it.
文摘Growing applied linguistics research has discussed the upsurge of the usage of Arabic language among Arabic speakers in the United States （Bale, 2010; Sehlaoui, 2008）; language contact and conflict among Arab Americans （AAs） （Rouchdy, 2002）; and how mobility--both virtual and physical--influences their identities （Duff, 2015） This study researches how AAs define their affiliation to the Arabic language in the United States to understand their attitudes on language variety and ethnic diversity, religion and identity, and stereotypes of Arabs. After analyzing interviews, all three AA participants self-selected their identity based on linguistic and physical contexts Thus, the findings suggest further research on AAs should consider cyber identity as a factor for bilingual speakers and compare it with Arabic speakers in their home country
文摘The article discusses the role of food as an instrument of identity and a channel of contact through cultures. This is discussed drawing from three cases of Italian food culture hybridization spanning from the early 20th century to the first decade of the 2000s： the role of Italian food in Italian-American identity as depicted in Leonardo Coviello＇s work, the meeting of Southern and Northern food cultures following the Italian internal migrations in the 50s and 60s, the food practices of international migrants in the context of the global flows of people and commodities in present day Italy. In this regard, food plays an essential role in the rebuilding of a familiar context in which migrants can feel temporarily ＂at home＂. At the same time, food is an important form of communication and contact between different cultures and social contexts. In this process of exchange both migrants＇ and hosts＇ food habits and diets are modified as they incorporate elements and ingredients from each other, making boundaries more porous.
文摘Cultuare difference always exists in many aspects. Due to the national characters, regionalism, and times, translation can not be in a position when we try to translate without considering the language culture. Cultural difference between English and Chinese, determines the different features between English and Chinese.
文摘Shakespeare has been studied from many perspectives so far. However, his language style used in his literary works is still worth studying. First of all, this study explores changing sense of emblem and emblem language comparing Shakespeare＇s era and today. Secondly, it puts stress on the effects of emblem traditions on Shakespeare. Lastly, this article aims to shed light on his emblematical language in his Midsummer Night＇s Dream, which is one of his most leading works in terms of having highly visible emblematical interpretations.
文摘In this paper, we conduct research on the packaging and illustration design development trend from the psychology and aesthetics perspective. Commercial illustration in packaging design which can provide extremely diversified forms of style, to convey the brand＇ s core idea, brand or product difference, and brand personality. Application of illustration in packaging design should use human language, which would make the commodity characteristics. Our methodology combines the principles of psychology and aesthetics to optimize the traditional approaches which will not only enhance the design pattern of the current model and help make innovative products.
文摘The objective of this paper is to demonstrate that the processual aspect of literary works of art deserves much more attention than it normally receives by readers, critics, and theorists. The most important reason for this is seen in the fact that texts since the advent of print culture have been disseminated and passed on in written form and that in the medium of writing the processual character of language is only insufficiently taken care of by a cultural convention of arranging and approaching the presented signs in an particular sequence. Whereas in an oral culture the dynamic processuality of a speech or recitation was directly experienced by the listeners, the spatial arrangement of signs in writing enables and even entices readers and critics to read this or that part of a written text in a sequence of their own making. What remains out of focus is that in doing so they miss the particular semantic profile and aesthetic character of the work as created by the author--a procedure particularly hurtful in the case of literary works of art. There is hope, however, that this will somewhat change by our moving towards a performance culture
文摘Nida＇ s Functional Equivalence Theory has made a great contribution to the translation industry, which means the translation should reach the functional equivalence between two languages rather than the rigid correspondence of the texts. Functional Equivalence Theory includes stylistic equivalence, glossary equivalence and passage equivalence. The literary work selected in this paper is a famous classic novel, Camel Xiangzi, in which the features of the language employed by author are fizll of＂Chinese characteristics.＂ Just because of the characteristics, the task is more difficult in the process of the wanslating. In this paper, it makes a contrastive analysis of the translations to the fourth chapter of Camel Xiangzi by using Nida＇s Functional Equivalence Theory. There are three kinds of English versions, which were selected from a Chinese-American translator Shi Xiaojing＇s translation Camel Xiangzi, American translator Evan King＇ s translation Rickshaw Boy and American translator Jean M.James＇ s translation Richshaw： the Novel Lo-t＇o Hsinang Tz~ Due to limited words, this paper mainly analyzes the novel from the glossary, the stylistic and the passage equivalence. The result is that Jean M.James＇ s translation maximizes to achieve Functional Equivalence Theory, it also tries to reach formal equivalence, and her Wanslafion compensates for lack of the theory. What＇ s more, it verifies the feasibility and directive significance in translation of functional equivalence.
文摘We name colors of foods with great ease. This process is conventionalized through our cultures and our biological dictates. People identify food colors through words that are again highly constrained. Embodiment of experience and perception deals with these constraints to make color term use a cognitively economical mechanism, keeping numbers of concepts in mind through categorial conceptualization in long term memory. The parallel process that puts together our linguistic and visual information, allows the individual to map a correspondence between the two frames. The result of this mapping is a ＂cognitive color＂ in long term color memory. This paper presents an experiment in triggering long term memory and the response results. The objective was to verify whether individuals＇ cognitive color of well known foods, both raw and cooked, that they had just identified with Natural Color System （NCS） color samples, would be predominantly a primary basic color term, a secondary basic color term, or a complete descriptive utterance. The name used to communicate a desired signification is accessed through the judgement of similarity and difference with a point of reference. In this case, the food color vantage represents the cognitive color remembered.
文摘The Igbo language has grown and developed to what is known as Standard Igbo （Igbo Izugbe） today. Series of efforts have gone into the modification and invention of words to ensure wider acceptability and intelligibility While this is a welcome idea, the tendency of the loss of communal identity in terms of the original local variety of the Igbo Language spoken by each community becomes very obvious. As Igbos can easily distinguish an Anambra man from an Imo man, it is also necessary that within Arlambra, one should be able to locate a particular town in the area through the spoken Igbo Language variety. This paper studies some of these local variants and advocates for a method of preserving such rich cultural heritage which are so valuable for posterity
文摘This paper focuses the question： What does it mean to be a traveller rather than a tourist？ The term “tourism” ismostlyused in impersonal commercial language but “travel” often implies the personal, picaresque style of travel writing. The travellerbeing the hero of the text and the tourist as an unfortunate by-product of globalisation highlight the formation of the important binary opposites through the identity/difference logic.Travel writers deprecate the behaviour of tourists and go for a more authentic way to engage with cultural contrastfor a more concrete example of otherness. The primary texts taken for this study are the select Odia travel writers： GobindaDas’sDese Dese （In Countries）, GolakbihariDhal’sLondon Chithi （Letter From London）, and Pratibha Ray’s Swapnara Alaska （Dreamy Alaska） and Africa NayikaNilanadi （Africa’s Heroine the River Nile）.
文摘The core function of anaphora is to serve as a substitute for a certain linguistic component in texts, but it actually has other missions such as creating the rhetorical effect--irony. However, anaphora alone cannot contribute to ironic effect, and only by resorting to other resources like contextual information, can anaphora generate irony. Therefore, Yus＇ s classification of contextual sources is employed to analyze with examples how anaphora creates irony by the aid of context. Ultimately, the conclusion has been drawn that anaphora is able to produce irony with the help of six groups of contextual information classified by Yus except the category--speaker＇s nonverbal behavior and anapbora sometimes has to interact with several groups of contextual information in order to create irony.
