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 goodwi...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.展开更多
Limited research has explored roadside advertisements’ effects on road user behavior in Middle Eastern countries. This study aims to understand distraction perceptions, including advertisements, their impact on behav...Limited research has explored roadside advertisements’ effects on road user behavior in Middle Eastern countries. This study aims to understand distraction perceptions, including advertisements, their impact on behavior, and potential influences from advertisement type, in-vehicle distraction, and country factors (reflecting culture and environment). A standardized questionnaire was administered in Jordan and Kuwait, complemented by observations across three segment types: roadside advertisements, commercial signs, and road signs as control segments. Descriptive and inferential statistics were used. Results indicated a significant disparity in distraction perception between the two groups. Advertisement presence influenced Kuwaiti but not Jordanian behavior. Behavior varied by advertisement type in Jordan, not Kuwait, and in-vehicle distraction did not impact driver behavior. The study suggests explicitly revising advertising policies with a traffic safety focus. Overall, the study contributes insights into road user perceptions and behaviors, highlighting the complex interplay of distractions and advertising on road safety. Further research is required to validate these findings and shape road safety regulations.展开更多
As the development of internet and different social media platform, the advertising has also changed a lot. In traditional media, the advertising producer is professional, the advertising communication channel is simp...As the development of internet and different social media platform, the advertising has also changed a lot. In traditional media, the advertising producer is professional, the advertising communication channel is simple. However, as a lot of media platform such as TikTok, QQ, WeChat and Little Red book widely used, the advertising form has become more pluralistic, the advertising content producer are not only by professional companies but also by influencers. Thus the content is becoming diversified. The advertising is entering people’s daily life as a fragmented, concealed, more entertaining way. The communication affect is gaining more widespread and effective.展开更多
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 Informatio...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.展开更多
Teaching reform is an important work indispensable for the long-term development of the open university,and it is also the development trend of the advertising art design major in open education to keep up with the ne...Teaching reform is an important work indispensable for the long-term development of the open university,and it is also the development trend of the advertising art design major in open education to keep up with the new media era.Based on the current situation of advertising art design major in open education,this paper analyzes the necessity of implementing the online and offline mixed teaching reform in this major,and puts forward the specific teaching reform measures in three aspects.展开更多
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 advertisem...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.展开更多
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 illustra...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.展开更多
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...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.展开更多
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 adverti...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.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
Advertising, as an integrated art, has many unique features. It's vocabulary and syntax have own characteristics. In words, the advertising language to be simple, vivid, and emotional. At the same time, rhetoric i...Advertising, as an integrated art, has many unique features. It's vocabulary and syntax have own characteristics. In words, the advertising language to be simple, vivid, and emotional. At the same time, rhetoric is an important method, which is often used in advertising.展开更多
In the modern world, advertising plays an important role in commercial field and permeates in all aspects of our daily life. While due to the utilitarian essen ce of advertising, audience may have resistance or This t...In the modern world, advertising plays an important role in commercial field and permeates in all aspects of our daily life. While due to the utilitarian essen ce of advertising, audience may have resistance or This thesis objects at vague language examples in advertisements, use Austin and Searle ' s speech act theory as anal yzing tool to make classification, comparation and analysis of the materials.展开更多
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 t...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.展开更多
Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requi...Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requirement of advertisement.The author declares that Nida's functional equivalence is one of the most appropriate theories to deal with these problems.In this paper,the author introduces the principles of advertising translation and culture divergences in advertising translation,and then gives some advertising translation practices to explain and analyze how to create good advertising translation by using functional equivalence.At last,the author introduces some strategies in advertising translation.展开更多
The cultural differences between China and the West have a wide influence on all aspects, especially in the translation ofbusiness English advertisements. The differences in language semantics, cultural values, aesthe...The cultural differences between China and the West have a wide influence on all aspects, especially in the translation ofbusiness English advertisements. The differences in language semantics, cultural values, aesthetic and customs and habits have di-rect impacts on the translation of Chinese and English advertising and the opportunities for product development. On the basis ofunderstanding these differences, translators' understanding of business English advertisements will be more profound, and thetranslation will be more flexible, which will greatly help for the future cultural and business communication and integration.展开更多
In modern society, advertising plays a very important role. Advertisers try every means to design persuasive advertisements for their products by attractive patterns, photos and colors, as well as language. The use of...In modern society, advertising plays a very important role. Advertisers try every means to design persuasive advertisements for their products by attractive patterns, photos and colors, as well as language. The use of presupposition in advertising language, which is an important topic in pragmatics, can not only increase the information but also attract the consumers to make their own inferences, thus avoid the possible risk by direct assertion.展开更多
Vagueness exists widely in all aspects of human life.Because of its special function,vagueness is favored by advertisers.Based on prototype theory,the thesis explores the vagueness in advertising.
Vagueness can make communication smooth,effective or deceptive.Vagueness plays both positive and negative functions in human communication and advertisements.
文摘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.
文摘Limited research has explored roadside advertisements’ effects on road user behavior in Middle Eastern countries. This study aims to understand distraction perceptions, including advertisements, their impact on behavior, and potential influences from advertisement type, in-vehicle distraction, and country factors (reflecting culture and environment). A standardized questionnaire was administered in Jordan and Kuwait, complemented by observations across three segment types: roadside advertisements, commercial signs, and road signs as control segments. Descriptive and inferential statistics were used. Results indicated a significant disparity in distraction perception between the two groups. Advertisement presence influenced Kuwaiti but not Jordanian behavior. Behavior varied by advertisement type in Jordan, not Kuwait, and in-vehicle distraction did not impact driver behavior. The study suggests explicitly revising advertising policies with a traffic safety focus. Overall, the study contributes insights into road user perceptions and behaviors, highlighting the complex interplay of distractions and advertising on road safety. Further research is required to validate these findings and shape road safety regulations.
文摘As the development of internet and different social media platform, the advertising has also changed a lot. In traditional media, the advertising producer is professional, the advertising communication channel is simple. However, as a lot of media platform such as TikTok, QQ, WeChat and Little Red book widely used, the advertising form has become more pluralistic, the advertising content producer are not only by professional companies but also by influencers. Thus the content is becoming diversified. The advertising is entering people’s daily life as a fragmented, concealed, more entertaining way. The communication affect is gaining more widespread and effective.
基金supported by the Key R&D Program of Anhui Province in 2020 under Grant No.202004a05020078China Environment for Network Innovations(CENI)under Grant No.2016-000052-73-01-000515.
文摘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.
基金Ningbo Open University 2023 university-level teaching reform project“Exploration and Practice of Online and Offline Mixed Teaching Reform in Advertising Art Design Major”(Project number:JG23-005)。
文摘Teaching reform is an important work indispensable for the long-term development of the open university,and it is also the development trend of the advertising art design major in open education to keep up with the new media era.Based on the current situation of advertising art design major in open education,this paper analyzes the necessity of implementing the online and offline mixed teaching reform in this major,and puts forward the specific teaching reform measures in three aspects.
文摘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.
文摘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.
文摘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.
文摘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.
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Advertising, as an integrated art, has many unique features. It's vocabulary and syntax have own characteristics. In words, the advertising language to be simple, vivid, and emotional. At the same time, rhetoric is an important method, which is often used in advertising.
文摘In the modern world, advertising plays an important role in commercial field and permeates in all aspects of our daily life. While due to the utilitarian essen ce of advertising, audience may have resistance or This thesis objects at vague language examples in advertisements, use Austin and Searle ' s speech act theory as anal yzing tool to make classification, comparation and analysis of the materials.
文摘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.
文摘Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requirement of advertisement.The author declares that Nida's functional equivalence is one of the most appropriate theories to deal with these problems.In this paper,the author introduces the principles of advertising translation and culture divergences in advertising translation,and then gives some advertising translation practices to explain and analyze how to create good advertising translation by using functional equivalence.At last,the author introduces some strategies in advertising translation.
文摘The cultural differences between China and the West have a wide influence on all aspects, especially in the translation ofbusiness English advertisements. The differences in language semantics, cultural values, aesthetic and customs and habits have di-rect impacts on the translation of Chinese and English advertising and the opportunities for product development. On the basis ofunderstanding these differences, translators' understanding of business English advertisements will be more profound, and thetranslation will be more flexible, which will greatly help for the future cultural and business communication and integration.
文摘In modern society, advertising plays a very important role. Advertisers try every means to design persuasive advertisements for their products by attractive patterns, photos and colors, as well as language. The use of presupposition in advertising language, which is an important topic in pragmatics, can not only increase the information but also attract the consumers to make their own inferences, thus avoid the possible risk by direct assertion.
文摘Vagueness exists widely in all aspects of human life.Because of its special function,vagueness is favored by advertisers.Based on prototype theory,the thesis explores the vagueness in advertising.
文摘Vagueness can make communication smooth,effective or deceptive.Vagueness plays both positive and negative functions in human communication and advertisements.