Literal and Free Translation of Chinese-English Brand Names

The present paper is intended to describe the two normal methods—free and literal translation used in translating brand names; in the meantime, some common mistakes are discussed in the process of translation. As to the free and literal translation, the paper discusses some common approaches, or techniques used in the process, which affect the effects of the brand names a lot and have direct influence on the results of the target brand names. In view of the common mistakes, the paper points out some customs, habits, religious beliefs, living environment and cultural factors, which may lead to failures in translating brand names.

Narrative modeling and cultural literacy in the storyworld:a quest for meaning

Following Per Aage Brandt's"Towards a cognitive semiotics"(2011),culture as a cognitive-semiotic model allows us to look into the interrelation of cognition and signs through the act of interpretation of culture.Thus,culture characterized as habits of feeling,attention,thought,and action plays a role of modeling in the lifeworld.Regarding cultural evolution,culture also has a feature of practice of habit-taking for transformation through dialogic relations of semiosis from Peirce's semiotic perspective.This paper argues for narrative modeling which enables habit-taking in feelings by way of analogical reasoning in a form of parable as cognitive process.A story in a form of qualia as a model for thought is embodied in narrative modeling to be enactive by a storytelling agent.Therefore,narrative modeling reveals the process of thought through habit-taking in feelings of empathy and sympathy to a feeling of an idea as a person.This leads to an act of understanding other mind,sharing the meaning and value of a story for enhancing sensibility and cultural literacy for cultural evolution.This journey of story-making and story-telling by way of narrative modeling shows a trajectory for a quest for meaning and value which will be found between"you"and"I".

Humans identify negative （but not positive） arousal in silver fox vocalizations： implications for the adaptive value of interspecific eavesdropping

The ability to identify emotional arousal in heterospecific vocalizations may facilitate behaviors that increase survival opportunities. Crucially, this ability may orient inter-species interactions, par- ticularly between humans and other species. Research shows that humans identify emotional arousal in vocalizations across multiple species, such as cats, dogs, and piglets. However, no previ- ous study has addressed humans＂ ability to identify emotional arousal in silver foxes. Here, we adopted low- and high-arousal calls emitted by three strains of silver fox--Tame, Aggressive, and Unselected--in response to human approach. Tame and Aggressive foxes are genetically selected for friendly and attacking behaviors toward humans, respectively. Unselected foxes show aggres- sive and fearful behaviors toward humans. These three strains show similar levels of emotional arousal, but different levels of emotional valence in relation to humans. This emotional information is reflected in the acoustic features of the calls. Our data suggest that humans can identify high- arousal calls of Aggressive and Unselected foxes, but not of Tame foxes. Further analyses revealed that, although within each strain different acoustic parameters affect human accuracy in identifying high-arousal calls, spectral center of gravity, harmonic-to-noise ratio, and F0 best predict humans＇ ability to discriminate high-arousal calls across all strains. Furthermore, we identified in spectral center of gravity and F0 the best predictors for humans＇ absolute ratings of arousal in each call. Implications for research on the adaptive value of inter-specific eavesdropping are discussed.