This study examines how Systemic Functional Grammar(SFG)is used in humorous advertising to create engaging and memorable messages.Drawing on Halliday’s three metafunctions,the analysis explores how selected humorous ...This study examines how Systemic Functional Grammar(SFG)is used in humorous advertising to create engaging and memorable messages.Drawing on Halliday’s three metafunctions,the analysis explores how selected humorous ads employ ideational resources to construct exaggerated or ironic scenarios,interpersonal resources to build a playful relationship with audiences,and textual resources to organize humor coherently.The findings suggest that SFG offers an effective framework for explaining how language and visuals interact to produce humor in advertising and influence audience perception.展开更多
Advertisement calls are essential for communication among anuran amphibians,with their production influenced by a range of environmental factors and morphological traits.To understand the primary sources of variation ...Advertisement calls are essential for communication among anuran amphibians,with their production influenced by a range of environmental factors and morphological traits.To understand the primary sources of variation of advertisement calls in male Leptobrachium liui,we recorded their advertisement calls during the breeding season and analyzed two primary acoustic parameters: call duration(CD) and dominant frequency(DF),along with their within-individual coefficients of variation.Additionally,we collected nest-related environmental parameters and morphological traits to investigate how these factors influence the variation in advertisement calls.Our analyses revealed that both nest-related environmental parameters(particularly water temperature) and individual morphological traits(especially head morphology) significantly influenced advertisement call characteristics in male L.liui.Water temperature showed a negative relationship with CD,while head morphology was positively associated with both CD and DF.These findings enhance our understanding of the factors shaping acoustic communication in L.liui during the breeding season and highlight the importance of both environmental and morphological factors in anuran vocalization.展开更多
The objective of this study is to shed light on what the literature on English Language Teaching(ELT)job advertisements reveals about the ELT profession.For this aim,the existing nine articles are chosen as the focal ...The objective of this study is to shed light on what the literature on English Language Teaching(ELT)job advertisements reveals about the ELT profession.For this aim,the existing nine articles are chosen as the focal literature and content-analyzed.The results point to some facts about ELT:the native speakerism ideology persists in ELT job advertisements;it includes multifaceted discrimination against both non-native and non-Anglophone native English speaker teachers(NESTs);cost-effective strategies are utilized by recruiters to hire young NESTs;different marketing strategies are employed to attract NESTs and to earn the prestige associated with hiring them;and advertising discourse is a way to institutionalization and entrenchment of discrimination.The fallacies explored also concern ELT as an adventure full of travel and pleasure,the dominance of supply-demand and preference principles,viewing NESTs as ideal teachers who promise fun and effortless language learning;and the fallacy that native status compensates for the lack of qualification and experience.Each fact and fallacy is problematized and ways to combat discrimination are suggested.Also,implications of the study for various stakeholders in the ELT circle including the NESTs,NNESTs,and recruiting agencies are discussed.展开更多
Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing a...Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.展开更多
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 ...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.展开更多
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. ...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.展开更多
Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of econo...Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.展开更多
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, essen...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.展开更多
Advertising is regarded as a mirror of society because it is a business involving people.Therefore,an analysis of advertising discourse is essential for the explanation of their social functions.The purposes to find o...Advertising is regarded as a mirror of society because it is a business involving people.Therefore,an analysis of advertising discourse is essential for the explanation of their social functions.The purposes to find out the writing patterns of English advertising discourse,and discover the way for English discourse writing.展开更多
Advertisements are penetrating into our daily life.Rhetorical strategies are always employed for persuasion in advertisements.The article analyzes the advertisements from the rhetorical angle mainly using the theory o...Advertisements are penetrating into our daily life.Rhetorical strategies are always employed for persuasion in advertisements.The article analyzes the advertisements from the rhetorical angle mainly using the theory of "communication triangle".It is very interesting to see how the advertisement applies the appropriate strategies to attain the proper targets.展开更多
Since the policy of reform and opening up began in 1978,the economy of our country has made rapid progress.While applauding the success achieved,we regret to see many problems still exist,among which Chinglish is a pr...Since the policy of reform and opening up began in 1978,the economy of our country has made rapid progress.While applauding the success achieved,we regret to see many problems still exist,among which Chinglish is a prominent one.It has not only hindered the international communication between China and foreign countries,even worse,spoiled Chinese image on the stage of globalization.This thesis chooses the field of advertisement as the topic and attempt to research for the causes and manifestations of Chinglish.At the same time,it is devoted to discussing ways to reduce Chinglish,with a view to bringing translation to a higher standard.展开更多
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 str...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.展开更多
Advertising,considered as one of the most widespread manifestations of modern popular culture is taking effect in framing the identity of people.It is not only has been counted as an aid to the marketing and selling o...Advertising,considered as one of the most widespread manifestations of modern popular culture is taking effect in framing the identity of people.It is not only has been counted as an aid to the marketing and selling of goods,but also actively act function in the field of economic,social,and cultural utility.Business advertising is influencing the modern consumerist society.In contemporary consumerist society,person's identity and subjectivity constructed,performed,and presented through the act of consumption.In this essay,it tries to address the relationships among meaning of goods,the consumption culture;and explain how advertisement convey the messages of need,desire,taste,and social status.展开更多
Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, sche...Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, schema theory is employed to analyze the graphological, phonological, lexical, grammatical and discoursal features of the advertising language and the cognitive change they bring about among the audience, aiming at helping the consumers have a better understanding of advertisements and helping the designers produce better works.展开更多
With the development of economic globalization, international communication increases rapidly and business advertise-ment plays an important role in the economic development. However, due to different cultures and lan...With the development of economic globalization, international communication increases rapidly and business advertise-ment plays an important role in the economic development. However, due to different cultures and languages, business translationoften meets some obstacles. This essay tries to talk about the problems in business advertisement translation, analyze the reasonsfor those misinterpretations and bring out some related solutions.展开更多
文摘This study examines how Systemic Functional Grammar(SFG)is used in humorous advertising to create engaging and memorable messages.Drawing on Halliday’s three metafunctions,the analysis explores how selected humorous ads employ ideational resources to construct exaggerated or ironic scenarios,interpersonal resources to build a playful relationship with audiences,and textual resources to organize humor coherently.The findings suggest that SFG offers an effective framework for explaining how language and visuals interact to produce humor in advertising and influence audience perception.
基金supported by the County-School Cooperation Project in Suichang County (2024-HZ12)Ecological Discipline Construction Fund of Lishui University。
文摘Advertisement calls are essential for communication among anuran amphibians,with their production influenced by a range of environmental factors and morphological traits.To understand the primary sources of variation of advertisement calls in male Leptobrachium liui,we recorded their advertisement calls during the breeding season and analyzed two primary acoustic parameters: call duration(CD) and dominant frequency(DF),along with their within-individual coefficients of variation.Additionally,we collected nest-related environmental parameters and morphological traits to investigate how these factors influence the variation in advertisement calls.Our analyses revealed that both nest-related environmental parameters(particularly water temperature) and individual morphological traits(especially head morphology) significantly influenced advertisement call characteristics in male L.liui.Water temperature showed a negative relationship with CD,while head morphology was positively associated with both CD and DF.These findings enhance our understanding of the factors shaping acoustic communication in L.liui during the breeding season and highlight the importance of both environmental and morphological factors in anuran vocalization.
文摘The objective of this study is to shed light on what the literature on English Language Teaching(ELT)job advertisements reveals about the ELT profession.For this aim,the existing nine articles are chosen as the focal literature and content-analyzed.The results point to some facts about ELT:the native speakerism ideology persists in ELT job advertisements;it includes multifaceted discrimination against both non-native and non-Anglophone native English speaker teachers(NESTs);cost-effective strategies are utilized by recruiters to hire young NESTs;different marketing strategies are employed to attract NESTs and to earn the prestige associated with hiring them;and advertising discourse is a way to institutionalization and entrenchment of discrimination.The fallacies explored also concern ELT as an adventure full of travel and pleasure,the dominance of supply-demand and preference principles,viewing NESTs as ideal teachers who promise fun and effortless language learning;and the fallacy that native status compensates for the lack of qualification and experience.Each fact and fallacy is problematized and ways to combat discrimination are suggested.Also,implications of the study for various stakeholders in the ELT circle including the NESTs,NNESTs,and recruiting agencies are discussed.
文摘Advertisement is a kind of comprehensive art. Translators of advertisements are expected to have a good command of both English and Chinese so as to Obtain wonderful, accurate, vivid, concise, distinct and appealing advertisements. This paper probes into six common strategies of advertisement translation for the detail study.
文摘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.
文摘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.
文摘Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.
文摘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.
文摘Advertising is regarded as a mirror of society because it is a business involving people.Therefore,an analysis of advertising discourse is essential for the explanation of their social functions.The purposes to find out the writing patterns of English advertising discourse,and discover the way for English discourse writing.
文摘Advertisements are penetrating into our daily life.Rhetorical strategies are always employed for persuasion in advertisements.The article analyzes the advertisements from the rhetorical angle mainly using the theory of "communication triangle".It is very interesting to see how the advertisement applies the appropriate strategies to attain the proper targets.
文摘Since the policy of reform and opening up began in 1978,the economy of our country has made rapid progress.While applauding the success achieved,we regret to see many problems still exist,among which Chinglish is a prominent one.It has not only hindered the international communication between China and foreign countries,even worse,spoiled Chinese image on the stage of globalization.This thesis chooses the field of advertisement as the topic and attempt to research for the causes and manifestations of Chinglish.At the same time,it is devoted to discussing ways to reduce Chinglish,with a view to bringing translation to a higher standard.
文摘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.
文摘Advertising,considered as one of the most widespread manifestations of modern popular culture is taking effect in framing the identity of people.It is not only has been counted as an aid to the marketing and selling of goods,but also actively act function in the field of economic,social,and cultural utility.Business advertising is influencing the modern consumerist society.In contemporary consumerist society,person's identity and subjectivity constructed,performed,and presented through the act of consumption.In this essay,it tries to address the relationships among meaning of goods,the consumption culture;and explain how advertisement convey the messages of need,desire,taste,and social status.
文摘Advertising constitutes an indispensable part of modern life, promoting sales and channeling consumption. Furthermore, the daily conversation is also strongly influenced by advertising language. In this research, schema theory is employed to analyze the graphological, phonological, lexical, grammatical and discoursal features of the advertising language and the cognitive change they bring about among the audience, aiming at helping the consumers have a better understanding of advertisements and helping the designers produce better works.
文摘With the development of economic globalization, international communication increases rapidly and business advertise-ment plays an important role in the economic development. However, due to different cultures and languages, business translationoften meets some obstacles. This essay tries to talk about the problems in business advertisement translation, analyze the reasonsfor those misinterpretations and bring out some related solutions.
