An Experimental Pragmatic Study of Readers’Preferences for Methods Used in Translating Chinese Brand Names

This survey investigated different methods for translating Chinese brand names into English.Results of Pre-investigation show that five methods are most frequently used in translating Chinese Brand Names into English:English,Pinyin,Coinage,Acronym,and English+Pinyin.Two further experiments were conducted.The results of Experiment 1 indicated that participants evaluated translations produced using English as their most favored and English as the most appropriate method to translate Chinese brand names,showing low interest in translations by Pinyin and Coinage.The results of Experiment 2 further supported the English method as the most favored one in comparison to the Acronym and English+Pinyin,methods,and likewise in the methods used to translate different categories of brands.A“Mother-Tongue”Effect is observed in translation.This study concludes that English is the most effective method for translating Chinese brand names.

Adrienne Rich＇s Quest for Feminist Poetics

Adrienne Rich has been regarded as a foremost poet,essayist and feminist in contemporary America.Her poetry of the 1970s marks the shift of her poetic stance from the imitation and inheritance of the modern male poetic tradition to feminist poetics.The formation of Rich's feminist poetics is the outcome of her life experiences and the social context around the 1970s.Rich adheres to the principle of"writing as revision"on the part of women,shows much concern for the poetic depiction of women's experiences,and questions the materiality of life.Rich's quest for feminist poetics is directed both towards the outer world in which women live and women's inner world.She tries to remap the"cartography"of women's own in the patriarchal world by weaving her feminist thoughts into the poems.And simultaneously,she provides her profound thinking about women's existence as integral human beings,thus expressing her life philosophy in poetry writing.

Literary Visions and Categorical Thinking

Joseph Conrad'classic novella Heart of Darkness has been the object of a controversy,and harsh condemnations were formulated against the work.Notably,it was targeted as an example of colonialist as well as racist prejudice and prominent author like Achebe and influential theorists like Eagleton and Said have launched far reaching criticisms again this work long considered as part of modern literary canon.This paper argues that these criticisms failed to demonstrate their relevance as literary analysis and ignored crucial features of the novella as a work of art.If we put the story in the context of its creation and read the text in the way as Conrad intended much of the accusations would appear superficial and wide of the mark.Moreover,it is argued that literary figures should be judged by themselves for their aesthetic values as literary creation and not as prototypes of some social category.The specificity of a literary work lies in the fact that it is fundamentally different from political and sociological discourse.