基于评价理论的中国电影海外影评态度资源的跨文化分析

已有研究较少考察评价理论在跨文化交际背景下的应用,且对电影影评中态度资源体现的跨文化效果涉及较少。鉴于此,本研究通过分析中国电影《流浪地球2》的海外影评中态度资源的分布特征来考察其跨文化效果。研究选取IMDb网站中65篇英文评论建立语料,通过态度资源分布数据的定量分析和对具体影评案例的质性解读,本研究发现:鉴赏资源的使用频率最高,其次是判断资源和情感资源;大多数影评都对这部电影表示了积极态度,表达了他们的喜爱、对其价值观的认同和赞赏。这部电影在唤起普世价值、传递中国观念、塑造国家形象等方面是一次成功的跨文化传播典范。The application of appraisal theory in cross-cultural communication contexts has rarely been explored, and research on the cross-cultural effects of movie reviews based on the attitudinal resource distribution features is less addressed. In light of this, the present study investigates the cross-cultural effects of the Chinese film The Wandering Earth 2 by analyzing the distribution characteristics of attitudinal resources in overseas reviews. A corpus consisting of 65 English reviews collected from the IMDb website is utilized for this analysis, employing both quantitative analysis of the distribution of attitudinal resources and qualitative interpretations of specific review cases. The study finds that the most frequently used resources are appreciation resources, followed by judgment resources and attitudinal resources. The majority of reviews express a positive attitude toward the film, conveying admiration and alignment with its values. This film serves as a successful model of cross-cultural communication in evoking universal values, conveying Chinese concepts, and shaping the national image.

广告跨文化传播中的叙事效果研究

本研究参照叙事程度测量、情感共鸣、广告态度、品牌态度的测量模型与指标体系以设计实验与问卷调查并获得数据,通过将叙事广告效果模型作为分析框架,进而检验跨文化传播中叙事广告的情感共鸣效果。基于协方差结构分析方法,本研究验证了广告叙事程度、感情认知、感情移入、广告态度、品牌态度这一影响链条的关系路径。其中,广告叙事程度对感情认知呈现高度影响;广告态度对品牌态度呈现中度影响。可以确定,跨文化传播中情感共鸣是影响受众广告评价的因素之一。受众对广告的叙事程度进行判断后,产生情感共鸣,进而对广告中涉及的产品和服务进行评价。可以认为,广告跨文化传播中叙事能够唤起受众的情感共鸣,进而产生正向的广告态度与品牌态度。

贾平凹《浮躁》葛氏译本的“改”和“删”

文学翻译中的"叛逆"是译者为迎合译文读者的文化心态和接受习惯而对原文进行的再创作。翻译家葛浩文在翻译时考虑译文的文学性和读者的接受能力,克服中西文化障碍,正确处理忠实与叛逆的关系,巧妙运用"改"和"删"等翻译方法,使得贾平凹乡土气息浓厚的原作《浮躁》在海外扩大了影响和接受的范围,延续了生命力。