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, essen...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.展开更多
With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its succes...With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its successful promotion in the Chinese market.Although the translation practice contains multiple difficulties,the translation of lexical stylistic devices is a big challenge for translators.It is not simply because lexical stylistic devices are diverse and various in form,but also because most devices involve linguistic and cultural differences between English and Chinese.This thesis analyzed a number of current English to Chinese translations of the devices in commercial advertisements,which mainly come from two translation scholars’works and official websites of world-known brands.By analyzing the selected data,seven translation strategies are found to be the major translation strategies in this respect,namely literal translation,free translation,flexible translation,extended translation,adaptation translation,compensation translation and amplification translation strategies.Moreover,a number of linguistic and cultural issues which need to be considered by translators are also illustrated here.展开更多
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 a...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.展开更多
This paper is going to focus on the lexis characteristics of the advertisement English in stylistics. The lexis characteristics of advertisement include using the new form of the spelling of a word to attract the cons...This paper is going to focus on the lexis characteristics of the advertisement English in stylistics. The lexis characteristics of advertisement include using the new form of the spelling of a word to attract the consumers’ attention; using the borrowed words to enhance the transmission effect of the advertisements; Frequent use of some verbs, adjectives to express the information and enhance the effect of language expression; Using the compounds in flexibility. Meanwhile, we could find out that some specific terms are used and the word used in advertisements show the gender.展开更多
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 a...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.展开更多
Figure of speech is a fixed language expression formed on the basis of phonology,vocabulary and grammar.With its brief flexi ble approach,It not only displays rich and colorful details,deep and complicated emotions,bu...Figure of speech is a fixed language expression formed on the basis of phonology,vocabulary and grammar.With its brief flexi ble approach,It not only displays rich and colorful details,deep and complicated emotions,but also reveals the complex relationship be tween man and society,as well as man and the nature.In advertisement English,Figure of speech also plays an important role and increas ingly turns to be one of the most widely used means in the advertising industry.展开更多
Theme-rheme pattern model is the principle base for analyzing English advertisement discourse.We find the discourse of English advertisements,by analysis,in such ways of developing as parallel model,continuous model,a...Theme-rheme pattern model is the principle base for analyzing English advertisement discourse.We find the discourse of English advertisements,by analysis,in such ways of developing as parallel model,continuous model,alternative model and concentrated model,has reflected the ad owner's expectation to change the law of audiences' cognition.This kind of law and the advertising function is closely connected with the same purpose,which contributes to affect potential consumers.展开更多
Thematic Progression Patterns are the principal base for English advertisement analysis. Nowadays, it has attracted many experts in this field. Thematic Progression plays very important roles in the creation, developm...Thematic Progression Patterns are the principal base for English advertisement analysis. Nowadays, it has attracted many experts in this field. Thematic Progression plays very important roles in the creation, development and establishment of English advertisement. This paper introduces four main types of Thematic Progression patterns and the analysis of English advertisement from Thematic Progression perspective.展开更多
Nowadays,advertisement has become a key tool in business.English advertisement,with various kinds of figures of speech used in it,has shown its distinctive fascination.In particular,with the application of puns which ...Nowadays,advertisement has become a key tool in business.English advertisement,with various kinds of figures of speech used in it,has shown its distinctive fascination.In particular,with the application of puns which are concise,humorous,and witty,it has highlighted the characteristics of products.展开更多
The English advertisement is a lively and distinctive field. A good translation of an advertisement will not only best convey the original information, but also reflect the characteristic of the product advertised, at...The English advertisement is a lively and distinctive field. A good translation of an advertisement will not only best convey the original information, but also reflect the characteristic of the product advertised, attract consumers and lead them to produce desire of purchase as well. This paper mainly introduces the language characteristics of English advertisements, the methods of English advertisement translation and the cultural influence on their translation.展开更多
In order to achieve persuasive and convincing effects,rhetorical devices are frequently applied in English advertisements.The paper classifies rhetorical devices into four basic categories: phonetic devices,lexical de...In order to achieve persuasive and convincing effects,rhetorical devices are frequently applied in English advertisements.The paper classifies rhetorical devices into four basic categories: phonetic devices,lexical devices,syntactic devices and figures of speech,and discusses in individual cases the effects of the most commonly used rhetorical devices in English ads.展开更多
Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences betw...Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences between two different languages. However, the author of this paper considers the translatability of puns to some extent. Although human may be lost in translation, translators can make various compensations to achieve similar effects in order to achieve the best translation of text. Combined with the analysis of examples, this paper provides a discussion on the classification of puns in English advertising. The author provides various ways to form puns in advertisement and proposes some suggestion for English commercial advertisement translation.展开更多
In the recent years, posting online job advertisements has become a major way for a growing number of multinational cor-porations to publicize their employment information and to recruit job seekers. Nevertheless, the...In the recent years, posting online job advertisements has become a major way for a growing number of multinational cor-porations to publicize their employment information and to recruit job seekers. Nevertheless, the language and space of online jobadvertisement are uneven, which may affect the companies to attract and communicate with the potential candidates. Based on thetheoretical framework of moves and steps analysis suggested by Swales(1990) and Bhatia(2004), the study aims to explore thestructural pattern of this genre and to examine the lexico-grammatical features of each move and step. After analyzing four piecesof job advertisements retrieved from different recruiting websites, the study reveals that there are six moves in the whole structureof online job advertisement, among these, three moves are obligatory, named: establishing credential, introducing the position, to-gether with specifying required qualifications, skills, and experiences. Meanwhile, in each move, the positive adjectives, verbs, andfirst person are frequently used to serve the promotional function, and therefore to intensify the communicative purpose. The studymay contribute to the application of genre analysis in business English teaching, and also be instructive to the reading and writingof online job advertisement.展开更多
In the recent age of globalization, English advertisements prevail in people＇s everyday life. As a social discourse, advertisements offer valuable resources of language use to English learners. It is also of great im...In the recent age of globalization, English advertisements prevail in people＇s everyday life. As a social discourse, advertisements offer valuable resources of language use to English learners. It is also of great importance to fully utilize these resources to improve the quality of EFL teaching, especially learners＇ abilities to gain English proficiency. Based on an analysis of recent findings in modem English advertising, the present paper proposes a framework of employing English advertisements in EFL teaching from linguistic, rhetorical, pragmatic and cultural perspectives.展开更多
Business English advertisement is a special form of speech act.It is very different from literary language and scientific language.This paper focuses on the analysis of the use of cooperation principle in business Eng...Business English advertisement is a special form of speech act.It is very different from literary language and scientific language.This paper focuses on the analysis of the use of cooperation principle in business English advertisements,and explores how advertisers inspire potential customers to have psychological resonance,so as to urge them to buy products or services.展开更多
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...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.展开更多
Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, na...Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, namely the violation to the norms of a language, frequently appears in advertisements and can meet requirements of the style of advertising English. Due to limited space, this paper focuses on deviation on the phonological, graphological, lexical, grammatical, and semantic level. Analyzing deviation in advertising English can promote readers' aesthetic and appreciative ability and encourage advertisers to create advertisements with more efficiency, novelty, innovation in more effective language.展开更多
Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an im...Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an important part of evaluation,and evaluation is regarded as a central part of the meaning of any text,which is especially true of advertising texts.Through the discussion about Attitude,it is shown that many English advertisements contain information that expresses attitudinal meanings,which makes advertising more convincing and able to evoke affinity,and that the values of affect,judgment and appreciation all occur predominantly as positive categories.展开更多
Since the policy of reform and opening up began in 1978,the economy of our country has made rapid progress.While applauding the success achieved,we regret to see many problems still exist,among which Chinglish is a pr...Since the policy of reform and opening up began in 1978,the economy of our country has made rapid progress.While applauding the success achieved,we regret to see many problems still exist,among which Chinglish is a prominent one.It has not only hindered the international communication between China and foreign countries,even worse,spoiled Chinese image on the stage of globalization.This thesis chooses the field of advertisement as the topic and attempt to research for the causes and manifestations of Chinglish.At the same time,it is devoted to discussing ways to reduce Chinglish,with a view to bringing translation to a higher standard.展开更多
文摘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.
文摘With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its successful promotion in the Chinese market.Although the translation practice contains multiple difficulties,the translation of lexical stylistic devices is a big challenge for translators.It is not simply because lexical stylistic devices are diverse and various in form,but also because most devices involve linguistic and cultural differences between English and Chinese.This thesis analyzed a number of current English to Chinese translations of the devices in commercial advertisements,which mainly come from two translation scholars’works and official websites of world-known brands.By analyzing the selected data,seven translation strategies are found to be the major translation strategies in this respect,namely literal translation,free translation,flexible translation,extended translation,adaptation translation,compensation translation and amplification translation strategies.Moreover,a number of linguistic and cultural issues which need to be considered by translators are also illustrated here.
文摘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.
文摘This paper is going to focus on the lexis characteristics of the advertisement English in stylistics. The lexis characteristics of advertisement include using the new form of the spelling of a word to attract the consumers’ attention; using the borrowed words to enhance the transmission effect of the advertisements; Frequent use of some verbs, adjectives to express the information and enhance the effect of language expression; Using the compounds in flexibility. Meanwhile, we could find out that some specific terms are used and the word used in advertisements show the gender.
文摘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.
文摘Figure of speech is a fixed language expression formed on the basis of phonology,vocabulary and grammar.With its brief flexi ble approach,It not only displays rich and colorful details,deep and complicated emotions,but also reveals the complex relationship be tween man and society,as well as man and the nature.In advertisement English,Figure of speech also plays an important role and increas ingly turns to be one of the most widely used means in the advertising industry.
文摘Theme-rheme pattern model is the principle base for analyzing English advertisement discourse.We find the discourse of English advertisements,by analysis,in such ways of developing as parallel model,continuous model,alternative model and concentrated model,has reflected the ad owner's expectation to change the law of audiences' cognition.This kind of law and the advertising function is closely connected with the same purpose,which contributes to affect potential consumers.
文摘Thematic Progression Patterns are the principal base for English advertisement analysis. Nowadays, it has attracted many experts in this field. Thematic Progression plays very important roles in the creation, development and establishment of English advertisement. This paper introduces four main types of Thematic Progression patterns and the analysis of English advertisement from Thematic Progression perspective.
文摘Nowadays,advertisement has become a key tool in business.English advertisement,with various kinds of figures of speech used in it,has shown its distinctive fascination.In particular,with the application of puns which are concise,humorous,and witty,it has highlighted the characteristics of products.
文摘The English advertisement is a lively and distinctive field. A good translation of an advertisement will not only best convey the original information, but also reflect the characteristic of the product advertised, attract consumers and lead them to produce desire of purchase as well. This paper mainly introduces the language characteristics of English advertisements, the methods of English advertisement translation and the cultural influence on their translation.
文摘In order to achieve persuasive and convincing effects,rhetorical devices are frequently applied in English advertisements.The paper classifies rhetorical devices into four basic categories: phonetic devices,lexical devices,syntactic devices and figures of speech,and discusses in individual cases the effects of the most commonly used rhetorical devices in English ads.
文摘Pun, a concise way of expressing humor and wit, is especially favored by advertisers to enhance the charm of language. Puns have long been regarded as “untranslatable” due to linguistic and cultural differences between two different languages. However, the author of this paper considers the translatability of puns to some extent. Although human may be lost in translation, translators can make various compensations to achieve similar effects in order to achieve the best translation of text. Combined with the analysis of examples, this paper provides a discussion on the classification of puns in English advertising. The author provides various ways to form puns in advertisement and proposes some suggestion for English commercial advertisement translation.
文摘In the recent years, posting online job advertisements has become a major way for a growing number of multinational cor-porations to publicize their employment information and to recruit job seekers. Nevertheless, the language and space of online jobadvertisement are uneven, which may affect the companies to attract and communicate with the potential candidates. Based on thetheoretical framework of moves and steps analysis suggested by Swales(1990) and Bhatia(2004), the study aims to explore thestructural pattern of this genre and to examine the lexico-grammatical features of each move and step. After analyzing four piecesof job advertisements retrieved from different recruiting websites, the study reveals that there are six moves in the whole structureof online job advertisement, among these, three moves are obligatory, named: establishing credential, introducing the position, to-gether with specifying required qualifications, skills, and experiences. Meanwhile, in each move, the positive adjectives, verbs, andfirst person are frequently used to serve the promotional function, and therefore to intensify the communicative purpose. The studymay contribute to the application of genre analysis in business English teaching, and also be instructive to the reading and writingof online job advertisement.
文摘In the recent age of globalization, English advertisements prevail in people＇s everyday life. As a social discourse, advertisements offer valuable resources of language use to English learners. It is also of great importance to fully utilize these resources to improve the quality of EFL teaching, especially learners＇ abilities to gain English proficiency. Based on an analysis of recent findings in modem English advertising, the present paper proposes a framework of employing English advertisements in EFL teaching from linguistic, rhetorical, pragmatic and cultural perspectives.
文摘Business English advertisement is a special form of speech act.It is very different from literary language and scientific language.This paper focuses on the analysis of the use of cooperation principle in business English advertisements,and explores how advertisers inspire potential customers to have psychological resonance,so as to urge them to buy products or services.
文摘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.
文摘Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, namely the violation to the norms of a language, frequently appears in advertisements and can meet requirements of the style of advertising English. Due to limited space, this paper focuses on deviation on the phonological, graphological, lexical, grammatical, and semantic level. Analyzing deviation in advertising English can promote readers' aesthetic and appreciative ability and encourage advertisers to create advertisements with more efficiency, novelty, innovation in more effective language.
文摘Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an important part of evaluation,and evaluation is regarded as a central part of the meaning of any text,which is especially true of advertising texts.Through the discussion about Attitude,it is shown that many English advertisements contain information that expresses attitudinal meanings,which makes advertising more convincing and able to evoke affinity,and that the values of affect,judgment and appreciation all occur predominantly as positive categories.
文摘Since the policy of reform and opening up began in 1978,the economy of our country has made rapid progress.While applauding the success achieved,we regret to see many problems still exist,among which Chinglish is a prominent one.It has not only hindered the international communication between China and foreign countries,even worse,spoiled Chinese image on the stage of globalization.This thesis chooses the field of advertisement as the topic and attempt to research for the causes and manifestations of Chinglish.At the same time,it is devoted to discussing ways to reduce Chinglish,with a view to bringing translation to a higher standard.
