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.

Transcreation in Advertisement Slogans from the Perspective of Communicative Translation Theory

Through in-depth analysis of advertisement slogans,the present study probes into the unique contribution of trancreation in conveying brand messages and triggering emotional resonance of the audience.The study firstly outlines theoretical basis of transcreation from the perspective of Communicative Translation Theory,emphasizing its uniqueness in the traditional translation paradigm.Then the four key steps of transcreation,including in-depth understanding of the brand essence,sensitive response to cultural differences,flexible use of language skills,and incorporation of creative elements,are examined by means of case analysis in advertisement translation.Finally,the article sums up the positive impact of transcreation on cultural exchange,brand communication and translation field,particularly in the era of globalisation.

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.

The Advertisement Translation Based on the Prototype Theory

Based on the Prototype Theory,the prototypical feature of advertisement is found to be the combination of three language functions:the informative function,the expressive function,and the vocative function.The advertisement translation means the adjustment of the informative function and the expressive function according to the differences between languages or cultures in order to maximize the vocative function.The faithful translation is the closest to the prototype of the source text but not necessarily the best translation.

Edge crack damage analysis of AZ31 magnesium alloy hot-rolled plate improved by vertical roll pre-rolling

In the present study,through vertical roll pre-rolling of AZ31 magnesium alloy hot-rolled plate at room temperature,the effect of different vertical roll pre-rolling reduction on edge crack of the plate during flat rolling was systematically studied.The evolution of microstructure and texture in the edge and middle of the plate after vertical roll pre-rolling,heating and rolling was analyzed by using EBSD technology.The results show that during the vertical roll pre-rolling,{10–12}primary twins and{10–12}-{10–12}secondary twins dominated the edge deformation,while{10–12}primary twins dominated the middle deformation.With the increase of vertical roll pre-rolling reduction,the twin volume fraction of the edge and the middle increased,and the difference between them decreased gradually.After heating,the twin orientation caused by vertical roll pre-rolling was still maintained,and there was a significant difference in grain size between the edge and the middle.When the reduction rate of flat rolling was 30%,cracks have already appeared in the initial plate,while the vertical roll pre-rolled samples showed extremely high rolling performance.When the reduction rate of flat rolling was 50%,the 8PR sample still had no crack initiation.In addition,after flat rolling of 50%,the initial plate showed a strong basal texture,while the maximum pole density of the 8PR plate was small,and the texture distribution was very scattered,showing the characteristics of weak orientation.

The Caching and Pricing Strategy for Information-Centric Networking with Advertisers’Participation

As users’access to the network has evolved into the acquisition of mass contents instead of IP addresses,the IP network architecture based on end-to-end communication cannot meet users’needs.Therefore,the Information-Centric Networking(ICN)came into being.From a technical point of view,ICN is a promising future network architecture.Researching and customizing a reasonable pricing mechanism plays a positive role in promoting the deployment of ICN.The current research on ICN pricing mechanism is focused on paid content.Therefore,we study an ICN pricing model for free content,which uses game theory based on Nash equilibrium to analysis.In this work,advertisers are considered,and an advertiser model is established to describe the economic interaction between advertisers and ICN entities.This solution can formulate the best pricing strategy for all ICN entities and maximize the benefits of each entity.Our extensive analysis and numerical results show that the proposed pricing framework is significantly better than existing solutions when it comes to free content.

Stochastic Maximum Principle for Optimal Advertising Models with Delay and Non-Convex Control Spaces

In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.

On Six Common Strategies of Advertisement Translation

Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.

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.

Politeness principle in English tourism advertisements

Based on Grice＇s cooperative principle, Brown and Levinson＇s politeness strategy, Leech put forward his politeness principle, which serves as a pragmatic principle in daily interpersonal and business communication. Tourism advertisements, as a means of business communication, have a close relationship with politeness principle. This paper, tram the perspective of the six maxims of politeness principle, analyzes and explores their application to English tourism advertisements and discusses the role of politeness principle in English tourism advertisements.

Interpretation of advertisement discourse

Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.

Understanding advertisements from the perspective of relevance theory

This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee takes advantage of different types of relevant devices in reasoning out the communicative purposes from four different angles, namely, non-stereotypical interpretation of advertisements, psychological requirements of the recipient as addressee in advertisements, advertisements as explicit information and the situational approach to implicit meanings of advertisements. It aims at providing guidance for advertisement planning and translation by means of the exposure of rules underlying advertisements.

A Rhetorical Analysis of Advertisement Language

Advertisements are penetrating into our daily life.Rhetorical strategies are always employed for persuasion in advertisements.The article analyzes the advertisements from the rhetorical angle mainly using the theory of "communication triangle".It is very interesting to see how the advertisement applies the appropriate strategies to attain the proper targets.

A Tentative Study of Chinglish in Translation of Advertisement

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.

The Implication from Advertisement Discourse for Writing Skills of College Students

Advertising is regarded as a mirror of society because it is a business involving people.Therefore,an analysis of advertising discourse is essential for the explanation of their social functions.The purposes to find out the writing patterns of English advertising discourse,and discover the way for English discourse writing.

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.

“I shop therefore I am”——Life Is Styled under Businss Advertisement

Advertising,considered as one of the most widespread manifestations of modern popular culture is taking effect in framing the identity of people.It is not only has been counted as an aid to the marketing and selling of goods,but also actively act function in the field of economic,social,and cultural utility.Business advertising is influencing the modern consumerist society.In contemporary consumerist society,person's identity and subjectivity constructed,performed,and presented through the act of consumption.In this essay,it tries to address the relationships among meaning of goods,the consumption culture;and explain how advertisement convey the messages of need,desire,taste,and social status.

On the Characteristics of English Advertisement

In the article,the definition of advertisement,features of advertising words and rhetorical features in advertisements are discussing here.And some examples are analyzed to help people easy to know the characteristics of Eglish advertisement.

Problems and Strategies in Business Advertisement Translation

With the development of economic globalization, international communication increases rapidly and business advertise-ment plays an important role in the economic development. However, due to different cultures and languages, business translationoften meets some obstacles. This essay tries to talk about the problems in business advertisement translation, analyze the reasonsfor those misinterpretations and bring out some related solutions.

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.