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.

On cross-cultural pragmatic failure in English advertisements translated from Chinese

With the rapid development of globalization, more and more factories and companies in China are keen to put their products onto the international market. Advertising translation is the outcome of this economic trend. This paper tries to analyze cross-cultural pragmatic failure in English advertisements translated from Chinese at lexical and textual levels, and puts forward some suggestions on how to avoid cross-cultural pragmatic failure.

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.

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.

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.

African-American Women＇s Perceptions of Constitutive Meanings of Good Hair Articulated in Black Hair Magazine Advertisements

Hair has historically reflected material consequences in the Black community; thus, research has begun to investigate how the power/privilege matrix that is propagated throughout the media permeates society and impacts African-Arnerican women＇s perceptions of hair. This research joins the discussion by exploring how Black hair magazine advertisements influence Black women＇s hair decisions and their percepfious of what constitutes beautiful Black hair. Findings reveal that the images African-American women consume from Black hair magazine advertisements do impact what they consider to be beautiful and, subsequently, influence their day-to-day styling and hair care mechanisms, lending further support to the idea that the media serve as powerful sources of knowledge. This study culminates by theorizing about the constitutive meanings and importance of Black hair as conveyed through magazine advertisements and considers how Black women use social comparisons to make everyday hair decisions to achieve what they identify as good hair.

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.

Socially Responsible Consumer Behavior and Its Effectiveness on Advertisements in India

Growing environmental and social evils made the people around the globe realize the fact that their luxurious lifestyle and irresponsible consumption have destroyed the earth beyond its natural healing capacity. Magnitude and intensity of the repercussion pressurized them to understand sustainable and socially responsible consumption that has a direct bearing on the possible solution to the problems. Hence, this paper attempts to investigate the effect of age, education, income and gender on socially responsible consumption behavior of Indian consumers and whether the advertisements with social responsibility theme work better among socially responsible consumers. The exploratory study has been executed on a sample of 250 respondents from Tamil Nadu, Pondicherry, Uttar Pradesh and Bihar by adopting convenience sampling method. Univariate ANOVA {：Analysis of Variance） has been applied to test the research expectations. Results indicate that demographic variables get less to do with the socially responsible consumption behavior of the respondents and social responsible theme as a communication strategy can reach the target audience irrespective of their concern for socially resnonsible ~on^lJrnntion

On the Strategies Employed in Transmission of Cross-cultural Advertisements

Such an extremely difficult issue as cultural diversity is confronted by the existence and evolution of enterprises with the rapid development of global economy of the present. If the establishment is to boost competitiveness, it must have a quite good knowledge of target market so as to formulate some efficient strategies of broadcasting in its management, and the best way to resolve such problem is to eliminate cultural barriers with the adoption of the transmission of cross-cultural advertisements. This thesis shall research cultural diversities between eastern nations and western ones, and explore the effect the diversities have upon cross-cultural transmission, thus to propose an approach of eliminating cultural isolation with the adoption of effective techniques and manners of the transmission of cross-cultural advertisements.

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.

Analysis of Pragmatic Functions of Vague Expressions in Advertisements

Pragmatic vagueness is a manifestation that language has elasticity and is one of attributes of nature language. Pragmatic vagueness phenomenon exists in news report, law version and commerce report. Nowadays in adverting creations, advertisers take pragmatic vagueness as the strategy in order to make the most effective to strengthen the advertising attention, memory and persuasion in the limited time and space. At the same time, the pragmatic vagueness strategy also strengthens the advertising flexibility and appropriateness, compresses information and produces advertising aesthetic effect. In most circumstances, advertising companies use pragmatic vagueness to realize their advertising purpose and pragmatic vagueness offers strangely psychological hint to customers. This paper will firstly state pragmatic vagueness and advertising activities, and then analysis the function of pragmatic vagueness in advertisements.