On Translation Strategies of Commercial Advertisements From the Perspective of Skopos Theory

In a highly competitive market,excellent advertising translation can better promote brands.By adopting the three principles of Skopos Theory,this paper discusses the E-C translation strategies of commercial advertisements based on specific advertising translation cases,and proposes translation methods of literal translation,free translation,paraphrase,and augmentation,as well as rhetorical methods of homophonic puns,aiming to improve the quality of commercial advertisement translations,enhance the publicity effect,and achieve brand marketing.

Research on the Chinese Translation of Brand Advertisements from the Perspective of Skopos Theory

This study is based on the Skopos theory,using the translation of selected brand advertising slogans as examples.It analyzes the characteristics of advertising slogans and summarizes translation strategies to illustrate the research value of translating advertising slogans into Chinese.This research aims to help domestic consumers accurately understand the meaning of imported product advertisements and provide reference for the translation of domestic brand advertisements,thereby contributing to the development of national enterprises.

Study on C-E Translation of Advertisements Based on Relevance Theory

The main errors in translating Chinese advertisements into English are pragmatic failures in which target-language readers fail to find the optimal relevance between the target text and source text.The translation strategies proposed under the guidance of Relevance Theory can effectively help translators find out optimal relevance in the process of translating Chinese advertisements into English to avoid pragmatic failures.

Pun's Effectiveness and Selectivity in English Advertisements

This paper lays particular emphasis on pun's effectiveness and selectivity in English advertisements.The illustration and examples can help us understand the English advertisements well and foster our ability to appreciate the charm of English.

A Comparative Analysis on Lexical Features of Language in English and Chinese Commercial Advertisements

This essay studies the words in English and Chinese advertising on the basis of the observation and statistics of words with high frequency in 100 commercial advertisements (50 English advertisements and 50 Chinese advertisements respectively). Based on the theories of lexicology and advertising psychology,such a comparative study is conducted with focus on word classes,namely,nouns,verbs and adjectives semantically. Moreover,the features of words are further analyzed with examples in the hope that English and Chinese advertisements could be understood better in the light of the linguistic meanings and cultural backgound of the advertisements.

A Relevance-Theoretical Analysis of the Persuasive Powerin English Print Advertisements——A Case Study of a Long Advertisement from Reader's Digest

Based on the Relevance Theory established by Sperber & Wilson, this paper sets out to look into the persuasive power in a chosen advertisement and at the same time tries to render plausible explanations of the contextual effects that are inferred by the audience in the communicative process.

Different Cultures Reflected in Chinese and American Advertisements

Nowadays, advertising has become an important part in human life. Advertising is not only a carrier of information,but also an important part of culture. As a kind of cultural phenomenon, advertising has permeated throughout people's social life. In its course of spread, it transmits cultural information and embodies different values. Thus it influences people's thoughts and values unconsciously, leads and changes their behaviors and patterns of consumption.In this essay, I will demonstrate the latent relationship between advertising and culture through analyzing different cultures reflected in Chinese and American advertisements. And this essay offers many solid theories and abundant examples acquired from books and periodicals of various ages.

The Construal of Multi-modal Metaphor in Public Service Advertisements between China and America

Based on the theory of Forceville’s multi-modal metaphor,this paper adopts qualitative and quantitative research methods to analyze 60 social safety ads both in China and America,trying to demonstrate the similarities and differences between the chosen social safety ads in using multi-modal metaphor and discussing the factors that caused these differences.

Genre and Language Feature Analysis of English Print Advertisements

This paper aims to explore the nature of English print advertisements by means of genre analysis and discussion on advertising language features from several pragmatic perspectives.It is suggested that the exquisite advertisement designs,including both rhetorical moves and the special use of language,serve the common communicative purpose of advertisements-promoting the advertised products or service.

On the Pragmatic Functions of Pun in Advertisements

This paper contributes to discuss what functions puns can fulfill in advertisements. Based on the characters of pun, the author analyzes why pun is an important and effective device and how puns can serve the advertisement successfully. The results and conclusions was drawn by a survey which aims to help the advertisers have a good command of pun in advertisements and help customers understand the deep meaning and figurative effects well.

Tobacco Control Intervention:A Comparative Multimodal Discourse Analysis of Video Advertisements in China and Australia

Significant differences in tobacco-control initiatives and achievements between Australia and China have been witnessed in the world,despite the fact that thecountries share the Asia-pacific region and have intimate relationships.The smoking rate in Australia has been on a downward trend since the 1980s and therefore Australia has been portrayed as a“dark market”by global tobacco industry companies.However in China,cigarette smoking is the chief killer that causes deadly health risks to both direct users of tobacco and people exposed to second-hand smoke.Non-communicable diseases due to this have caused great burden to the national medical resources.As a vital intervention tool of mass media campaign,public health advertisements on tobacco-control have played an important role in influencing the cognition and behavior of recipients.This study aims to compare the strategies adopted by the advertisements in Australia and China through corpus-driven multimodal discourse analysis to conduct quantitative analysis and qualitative case study.The results of comparative analysis indicate different pathways of tobacco-control advertisements constructions in the two countries that Australian tobacco-control advertisements achieved better in terms of health communication intervention to encourage cessation among smokers and reduce smoking initiation among potential smokers at the population level.To be compared,Chinese tobacco-control advertisements placed a heavier emphasis on the health hazards caused by second-hand smoking to protect people from the attributable morbidity and mortality.From the perspective of content theme,this study argues that Chinese tobacco-control advertisements should shift the focus to the health damage of smoking to smokers which is more targeted and fundamental.From the perspective of multimodal presentations of the video advertisements,a more prominent demonstration of the health damage is recommended.Moreover,this study argues that cultural-oriented strategies should be developed in the tobacco-control advertisements if considering the cigarette sharing and gifting social phenomenon in the Chinese society.

Chinese-English Translation of Advertisements

This paper is on the Chinese-English advertisement translation. It gives people an orderly discussion with examples in three parts:the problems in current advertisement translation, the causes of these problems, essential steps of making the Chinese-English translation of advertisement onto an appropriate way. This paper also suggests the principles of Chinese-English advertisement translation:natural, precise and understandable.

Application of Pragmatic Presupposition in Chinese and English Advertisements

Advertisements,as an important business strategy,are now ubiquitous.As a kind of strategy of language expression,pragmatic presupposition plays an extraordinarily important role in advertising.Based on many classical cases of Chinese and English advertisements,this paper is aimed to discuss and analyze the types and features of pragmatic presupposition.The findings of this paper will provide advertisement producers with theoretical knowledge and practical strategies about how to apply pragmatic presupposition to create effective and persuasive advertisements which can really catch the eyeballs of consumers.

A Study on Advertisements in The Chinese Recorder and Missionary Journal

The Chinese Recorder and Missionary Journal is one of the most valued English literature in China’s history of Christianity and the key publications of missionaries from the second half of the 19th Century to the first half of the 20th Century.The advertisements in it have not been properly stressed by the academic world,most of which are even deleted in the bound volumes.This paper aims to give a preliminary study on the advertisements in Chinese Recorder and Missionary Journal,comparing and analyzing advertisers,slogans and text structures and appeal methods of advertisements of shipping,banking,schools and book introduction in Chinese Recorder and Missionary Journal,thus demonstrating its significance in China’s modern advertising industry and Sino-western commercial trade and cultural exchange.

Schematic Analysis of Linguistic Features of Advertisements

Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, schema theory is employed to analyze the graphological, phonological, lexical, grammatical and discoursal features of the advertising language and the cognitive change they bring about among the audience, aiming at helping the consumers have a better understanding of advertisements and helping the designers produce better works.

Reducing the Negative Impact of Pop-up Advertisements on Users and Improving Potential Purchase Intention

With the development of the internet,online pop-up advertisements(hereinafter,referred to as pop-up ads)have emerged.However,online users may disdain and reject online advertisements,which affects online purchase intention.This study is on reducing the negative impact of pop-up ads on users and improving the commercial effect.Self-administered questionnaires were used to survey online users and website designers.The data collected were analyzed using SPSS and the open answers were sorted out by thematic analysis.The results revealed that attractive storylines,background music,and exquisite visual presentations are effective in reducing users5 rejection to pop-up ads as well as advertisement customization.It is better for pop-up ads to appear in the middle or end of videos.The VIP system is also a choice for users to eliminate them.Designers are supposed to keep a balance between users and advertisers.In addition,internet regulation needs to be strengthened to reduce eroticism and violence in pop-up ads as well as avoid the negative impact of these kind of pop-up ads on minors.

Resemiotization: A Case Study of Two Print Advertisements

In the study of multisemiotics, the view of resemiotization complementary to multimodality is conducive to the dissectionof the material and historicized dimensions of representation, tracing the socio-semiotic histories and transitions with the focus onsocial construction. From this perspective, this paper investigates two visual-verbal print advertisements spanning over a centurywithin the framework of Generic Structure Potential. Development of technologies and change of ideologies have contributed to theshifts of meaning making among different components in the verbal and visual modes.

A Comparative Study of Two Advertisements Targeting Men and Women

Advertising becomes indispensable in modern times due to its wide influence on consumers and it is presented in formsof various media including newspapers, radio and television, etc. Advertisement, with its visual and verbal features, is often studiedby many scholars from a linguistic perspective. This article will compare two print advertisements in magazines targeting males andfemales respectively in terms of gendered social actors regarding multimodality and intertextuality.

A Study on C-E Translation of Puns in Advertisements

Due to concise language and rich connotation, puns have become the most widely used rhetorical devices in various advertisements, to achieve the best communicative purpose, to arouse the customer's emotional appeal and to provoke certain purchasing action. Guided by Skopos Theory, this article aims to explore the practical translation methods in combination with the use of puns in Chinese advertisements.

The Use of English in Advertisements

Advertisements must bring a certain product to the attention of potential buyers. Further, they must stress its qualities in the most attractive way clearly outline the reason for buying it, and leave a memorable echo of what has been said ringing in the reader’s or listener’s mind. Therefore, the wording of an advertisement must have immediate impact and rapid persuasion.