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.

Critical Discourse Analysis--The Slogans in the Protests for George Floyd

Critical discourse methodology is an extremely significant and meaningful branch of systemic functional linguistics which pays more attentions in the formation,diffusion,and acceptability of acertain discourse,and also the investigation on social background;meanwhile it is always used to discuss and pin down those familiar perceptions and ideologies that have been overlooked by the public so that new re-examination can be carried out to dig out some other attractive points.In this paper some basic theoretical basis and methodologies will be explained and then,by applying the critical discourse analysis,the slogans in the protests from Minneapolis to the whole America.Racial discrimination has invariably been a severe social problem for more two centuries in the U.S.A.After the Emancipation Proclamation by Abraham Lincoln,157 years has passed;however this kind of serious social issue still haunts among every American people.Countless protests have happened in the development of America;thus by analyzing the different types of slogans in this recent protest,novel discovery and meaningful retrospect would emerge.

An Investigation of Drivers’ Comprehension of Distracted Driving Slogans

Distracted driving occurs when a driver diverts the primary attention from driving to another task. Using mobile devices such as a cellphone for texting, calls, or other manipulation while driving has the highest potential for distraction because it combines both forms of distractions, manual, visual, and cognitive. Some states in the US have posted slogans including “W8 2 TXT, it’s a law”, “Don’t Drive inTEXTicated”, “PLS dnt txt n drv”, “Don’t tempt F8 that txt can w8”, and “DNT TXT & DRV” along highways to convey the dangers and laws regarding distracted driving to minimize incidences of distracted-related crashes This study surveyed 347 people using the five distraction slogans in a college town. The results showed that younger drivers have a higher level of comprehension compared to older drivers. Further, the results showed that drivers with university education or more years of driving experience have a higher comprehension level of distraction signs compared to their counterparts.

Linguistic Landscape: A Study on the Slogans of Political Demonstration From the Perspective of Pragmatic Identity

Pragmatic identity is chosen and constructed by the speaker on a specific occasion to achieve his owncommunicative purpose. Pragmatic identity is integrated in various fields, but there is little connection withsociology. Language landscape is an important branch of sociolinguistic research. Based on pragmatic identitytheory, this paper intends to explore the characteristics and functions of language landscape, and investigate theconflict between pragmatic identities. The study shows that the slogans of political demonstration have thefollowing four characteristics: powerfulness, conciseness, vividness, and passion. Its function is consistent with thepurpose of the demonstration. The subjects of the study dynamically chose new pragmatic identities in thedemonstration, which conflicted with their previous pragmatic identities.

Translation of Chinese Advertising Slogans

With the globalization of world economy and the rapid development of Chinese economy,the English translation of commercial advertisements has become more and more important in China.Advertising slogan means a lot of things in an advertisement.Advertising slogans are claimed to be,and often proven to be,the most effective means of drawing attentions to one or more aspects of a product.This paper attempts to discuss the characteristics of advertising slogans both in English and in Chinese and especially in the relevance of Strategies in English Translations of Chinese Advertising Slogans with the aim of improving the translation skills.

Non-literary Translation—Knowledge into Action——On the E-C Translation of Advertising Slogans

A large number of foreign brands want to enter the Chinese market which has great potentials. In such a world of informa-tion, they have to advertise to make their products known to the Chinese customers. Their English advertising slogans, which are ofgreat importance in the advertisements, should be translated into Chinese. Since these advertising slogans have their unique charac-teristics, their translation requirements and methods are quite different from that of other types of text. This paper explains the func-tions of advertising slogans and their translations first; then analyzes the similarities and differences between Chinese and Englishadvertising slogans with examples; and finally, shows what methods to be adopted to translate English advertising slogans.

A Linguistic Study of Extreme Word in English Advertising Slogans

The present thesis studies the use of extreme words in English advertising slogans.Altogether 152 slogans are collected containing extreme words.It is noticed that superlative forms are the most favourite extreme words in the advertising slogans.The pragmatic effects of these words are analyzed from the perspective of the Cooperative Principle Theory.It is found that almost slogans with these extreme words definitely violates quality maxim.Basing on the flouting of quality maxim in the slogans,the rest of maxims violate more frequently to achieve various outcomes.

Discussion on the Syntactic Features of English Advertisement Slogans

Advertising helps manufacturers to increase profits, manipulates attitudes, and shapes lifestyle. As an indispensable part of advertising, slogans possess unique syntactic features. Through analysis of 100 ad slogans, the author tries to find out the most frequently used sentence type(s) and structure(s). The statistics show that declarative sentences especially simple ones are the most frequently used type; phrases and fragmental elliptical sentence are preferred structures in slogans. They make the slogans simple,short, and precise to remember and recall.

Fighting the COVID-19 pandemic with words:an investigation of pragmatic presuppositions in Chinese anti-pandemic slogans

Slogans play an important role in Chinese society.Numerous slogans have been created and used in the fight against the COVID-19 pandemic.As an eyecatching linguistic phenomenon,anti-pandemic slogans have sparked heated debates not only among the general public,but also in the academic sector.This study is focused on the pragmatic presuppositions in Chinese anti-pandemic slogans.By adopting a mixed approach(quantitative and qualitative),it finds that six types of pragmaticpresuppositions are used inChinese anti-pandemic slogans.Among them,the behavioral presuppositionsrank first in frequency of use,factive presuppositions second,stative presuppositions third,belief presuppositions fourth,cultural presuppositions fifth and emotional presuppositions sixth.The pragmatic presuppositions of these slogans can serve four major functions,which are persuading people to act properly,spreading scientific knowledge,warning people against wrongdoings and bolstering people’s confidence.However,there are sporadic occurrences of misusing pragmatic presuppositions in the so-called“hardcore”slogans.This study concludes that knowledge of pragmatic presuppositions is essential to a correct understanding and a proper creation of Chinese anti-pandemic slogans.

Language Games in Turkish and Russian Television Commercials

Advertisement and presentation of a product is the most important stage in the process of marketing. Product advertisement mostly benefits from the audiovisual commercials and advertisements on mass media （television, radio, newspaper, magazine, poster, brochure, Internet etc.）. Today, TV, radio and Intemet are considered to have great importance among the most widely used means of mass media. Initial advertisement for each product plays a significant role in getting a bigger market share for that product. Thus, manufacturing companies need brands, taglines, catchphrases and jingles for their commercials broadcasted on mass media. Astonishing words or expressions which catch the consumers＇ attention play a highly significant role in commercials. Slogans which are created sometimes using melodious or rhythmical expressions, and imperatives, or sometimes slang and daily language support convincing power of the commercials. The mentioned slogans are indeed examples of creativeness. This study primarily includes the commercials, ways to produce slogans and their characteristics, together with identifying the slogans in the commercials broadcasted in Turkey and Russia, created by using language games, which include brand names. Then, aforementioned slogans will be reviewed with regards to artistic stylistics, a sub branch of functional stylistics. Finally, similar and different aspects of the language games in Turkish and Russian commercials will be compared based on the findings obtained from the analyses.

英语广告标语中的间接言语行为分析

语言对人们的行为具有强大的影响力,广告语言尤其如此。各种方法常常使用于广告语言之中,尤其是间接言语行为被广告商广泛采纳并有效利用以求达到目的。这将有助于建立更强大的广告效果,达到其推销产品或服务的目的。

Slogan在流行时装中的设计运用

Slogan以其丰富的含义和良好的传播性,成为现代时装设计的常用元素。通过分析Slogan在时装上运用的起源以及种类,并采用类比法,将运用于服装的Slogan从内涵与运用方式两个角度进行分类探究,最后分析了Slogan在时装中运用的本土化趋势与其背后的经济文化原因。指出Slogan在服装中的运用应打破原有方式的桎梏,发扬本土优秀文化,丰富Slogan在服装设计中的运用方式。

开屏slogan:解读产品与用户关系的新窗口

承载着企业的文化价值、APP功能定位的slogan在每一次打开APP时都潜移默化地深入用户生活。本文选取部分日常使用频率高且具有庞大用户量的APP作为研究对象,通过研究各类APP开屏slogan的特征和功能价值,分析APP开屏slogan设计中体现出的产品与用户之间的关系,为产品设计或是标语设计提供一个新视角。

Olympic Slogan 1984～2008

主题口号是历届奥运会独特举办理念的高度概括和集中体现。各届奥运会都精心设计打动人心的口号以使其广泛传播、深入人心,并作为奥运会各种文化和视觉设计活动(场馆建设。

Say Your Eco-friendly Slogan in 2008!——Take Cotton Bags Home and Become an Environmentalist

Take your own cotton shopping bags on your next trip to the supermarket and avoid excessive use of plastic bags. This has become the latest environmentally-friendly trend in China. A decree issued on January 8, 2008 by the General Office of the State Council banning the production, sales and use of ultra thin plastic

不知所云的slogan到底要讲给谁听

汽车品牌擅长在品牌slogan上讲情感,到了产品slogan上还要继续讲情感,以至于很多产品的slogan都陷入一种表达品牌自身而不是说服消费者的怪圈从长安福特的＂进无止境＂,到东风本田的＂越,无止境＂;从奔驰新C的＂Game Changer驾驭改变＂,到捷豹XE的＂The Game Changer拥‘豹’改变＂。这些品牌和产品的slogan口号终于越整越像了。