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
Along with the process of globalization, diaspora has already become an eye-catching cultural phenomenon. More people cross borders of nations, leave their homeland and live in new homes, but they still maintain the c...Along with the process of globalization, diaspora has already become an eye-catching cultural phenomenon. More people cross borders of nations, leave their homeland and live in new homes, but they still maintain the characteristics of native culture and convention. The cultural turn in translation studies offers the best chance to understand more about the complexities of textual transfer and the patterns of cultural interaction. By virtue of this mode of cultural interaction, this paper has analyzed the translation practice and translation strategies from the cultural diaspora perspective, to deeply understand the relations between translation and culture beyond linguistic analysis. As in-between culture identity translators may re-examine two cultures with different eyes to find the intersection of two cultures and gain a balanced point. This move requires translators who play the role of intermediaries between cultures, to select the heterogeneous reconstruction, so as to achieve the intercultural communication in the translation activity展开更多
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.
文摘Along with the process of globalization, diaspora has already become an eye-catching cultural phenomenon. More people cross borders of nations, leave their homeland and live in new homes, but they still maintain the characteristics of native culture and convention. The cultural turn in translation studies offers the best chance to understand more about the complexities of textual transfer and the patterns of cultural interaction. By virtue of this mode of cultural interaction, this paper has analyzed the translation practice and translation strategies from the cultural diaspora perspective, to deeply understand the relations between translation and culture beyond linguistic analysis. As in-between culture identity translators may re-examine two cultures with different eyes to find the intersection of two cultures and gain a balanced point. This move requires translators who play the role of intermediaries between cultures, to select the heterogeneous reconstruction, so as to achieve the intercultural communication in the translation activity
