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.

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。

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.

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。

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.

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.

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.

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.

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.

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

A Review and Critique of Discourse Mode of Public Administration Slogans——Based on the Study of Postmodern Public Administration Discourse Theory

Public administration slogans include oral and written slogans which made by governments at all levels according to the policy or administration under the propagation tasks. T he purpose is to enhance propaganda effects by repeating the same concepts and objectives. While the democratic awareness in public discourses is keep growing,there are some surveys on the quality of public administration slogans. In order to improve the quality of public administration slogans,governments in Anhui Province should organize professionals and pay closely attention to the guidance of policy before they sort,edit,produce and release public administration slogans.

论标语和口号的媒介特性与符号表意

在一般符号学和媒介理论的透视下,标语和口号不仅仅是语言符号,亦不能被笼统地看成语言媒介的内容。它们本身即是不同类型的媒介形式,具有各自的媒介特性和意指机制。口号调动“副语言”和非语言符号的参与,生产听觉主导意义共享的仪式化空间;而“实物性”则是标语区别于书面和印刷品等一般文字媒介的根本特性。“以物为媒”的文字传播形式决定了标语的文本结构内涵着“语言”和“图像”两个符号表意维度。经过广泛实践和丰富积累,标语在当代中国的传播格局中具有了“中介机构”或“中间物”、技术和物质形式、传媒和文化体制三个层面的媒介意涵。

革命主张的地方性刻写——巴中地区红军石刻标语遗存研究

四川省巴中地区是中华苏维埃政权的核心地带,在革命年代,这一地区红军活动密集,动员群众参加革命与宣传党和红军方针政策的石刻标语成为该区域红色记忆的重要留存形式。文章基于田野调查对这些石刻标语进行了分类梳理,并详细介绍了其刻写过程。石刻标语是一种革命的文本形式,其背后承载着书写与刻画的行为何以表达革命主张,进而成为实现地方社会变革的一股重要的文化力量。巴中地区红军石刻标语的书写刻画充分展示出革命时期社会全面动员的状况,既是红军宣传革命主张的重要手段,也是人民群众表达社会情绪的重要渠道,作为一份红色记忆的历史遗存,也承载着社会转型的文化表达。作为理解中国革命的“线索”,红军石刻标语因其独特的社会科学价值,应当值得学界进一步展开研究。

语言社会动员功能的发挥机制——基于抗疫标语口号的话语分析

社会动员是突发公共卫生事件应急治理的重要环节,语言具有重要的社会动员功能,标语口号是社会动员的重要语言媒介。突发公共卫生事件动员性话语通过突出防控要求、防控姿态、信息甄别、制度政策等主题内容,完成通告普及、安慰鼓励、劝阻禁止、告诫警醒、倡导宣扬、致敬感恩等语义功能。在话语实践中,动员性话语有必要采用策略性框架达到凸显、强调的动员效果。突发公共卫生事件中语言社会动员的话语建构机制是在基本的情感动员的基础上配合知识动员进而开展行动动员,目的是构建广泛的话语共识,实现预期动员功能。

基于“目的论”的旅游口号英译研究和翻译效果优化建议——以国内省级行政区中英文版旅游口号为例

根据旅游口号的文本特点,旅游口号的翻译最适用“目的论”翻译理论。以此理论为指导依据,选取国内旅游口号的英译案例进行分析,并对部分已有译文尝试改译并提出建议,如翻译时可针对口号内容、修辞、文化及受众等方面对传递的信息进行筛选和调整,以实现国内旅游口号英译效果的优化,使得译文能够达到在译语受众中的宣传目的,促进译语受众产生旅游消费欲望和旅游行为。

从川陕苏区红色石刻标语看党的政治价值观

川陕苏区是土地革命时期党领导红四方面军创建的“全国第二大苏区”,在这个区域曾镌刻了大量的红色石刻标语,这些石刻标语蕴含了党在革命时期坚持科学信仰、追求独立解放、加强团结联合、实现自由平等、代表人民利益的政治价值观,其现实启示是要始终坚持对马克思主义的信仰不动摇,大力弘扬社会主义核心价值观,坚持以人民为中心的发展思想,坚持党的统一战线方针。

延安时期红色标语解读与当代价值探析

延安时期的红色标语是中国共产党进行政治理念宣传和思想教育动员的有力工具,是党独具特色的政治符号。其内容涉及党的政治宣传、经济宣传和思想文化宣传等各个方面,在推进党的政策落实,鼓舞军队士气,瓦解敌军力量,动员青年奔赴延安等方面产生了重要影响。与此同时,延安时期红色标语作为红色文化的重要组成部分,在新时期仍具有重要的现实意义和启示作用,它能为党史学习教育和高校思想教育提供生动素材,为传承和弘扬延安精神提供重要载体,为新时代舆论宣传工作提供经验借鉴,为现代红色旅游开发提供宝贵资源。

中央苏区红色标语的形成发展、历史贡献与价值意蕴

中央苏区红色标语是红色文化资源中极具特色的历史文化遗存,其形成与发展经历了萌芽期、初步形成期、系统成熟期三个阶段。在土地革命时期为宣传党和红军性质、政策纲领、武装群众、打击敌人、巩固根据地起到了重要作用。中央苏区红色标语作为革命精神的物质成果,凝结着人的解放的价值旨归,是新时代“立德树人”的鲜活素材。