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
This study analyses an iconic photograph of Israeli paratroopers, photographed in Jerusalem in 1967. It explores how visual and formal structural components in the image function in this photograph and how they contri...This study analyses an iconic photograph of Israeli paratroopers, photographed in Jerusalem in 1967. It explores how visual and formal structural components in the image function in this photograph and how they contribute to the process of creating an icon. It explores the mechanisms that exist in visual icons and addresses the question of why some press photographs turn into iconic images while other do not, and if there is a connection between the visual structural elements in the images and the way they are perceived by the public. The study discusses how this visual logic correlates with other elements such as public opinion and myths.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This study analyses an iconic photograph of Israeli paratroopers, photographed in Jerusalem in 1967. It explores how visual and formal structural components in the image function in this photograph and how they contribute to the process of creating an icon. It explores the mechanisms that exist in visual icons and addresses the question of why some press photographs turn into iconic images while other do not, and if there is a connection between the visual structural elements in the images and the way they are perceived by the public. The study discusses how this visual logic correlates with other elements such as public opinion and myths.
