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
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 word...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.展开更多
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,...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.展开更多
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 pote...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 “</span><i><span style="font-family:Verdana;">W</span></i><span style="font-family:Verdana;">8 2 </span><i><span style="font-family:Verdana;">TXT</span></i><span style="font-family:Verdana;">, </span><i><span style="font-family:Verdana;">it</span></i><span style="font-family:Verdana;">’</span><i><span style="font-family:Verdana;">s</span></i> <i><span style="font-family:Verdana;">a</span></i> <i><span style="font-family:Verdana;">law</span></i><span style="font-family:Verdana;">”, “</span><i><span style="font-family:Verdana;">Don</span></i><span style="font-family:Verdana;">’</span><i><span style="font-family:Verdana;">t</span></i> <i><span style="font-family:Verdana;">Drive</span></i> <i><span style="font-family:Verdana;">inTEXTicated</span></i><span style="font-family:Verdana;">”, “</span><i><span style="font-family:Verdana;">PLS</span></i> <i><span style="font-family:Verdana;">dnt</span></i> <i><span style="font-family:Verdana;">txt</span></i> <i><span style="font-family:Verdana;">n</span></i> <i><span style="font-family:Verdana;">drv</span></i><span style="font-family:Verdana;">”, “</span><i><span style="font-family:Verdana;">Don</span></i><span style="font-family:Verdana;">’</span><i><span style="font-family:Verdana;">t</span></i> <i><span style="font-family:Verdana;">tempt</span></i> <i><span style="font-family:Verdana;">F</span></i><span style="font-family:Verdana;">8 </span><i><span style="font-family:Verdana;">that</span></i> <i><span style="font-family:Verdana;">txt</span></i> <i><span style="font-family:Verdana;">can</span></i> <i><span style="font-family:Verdana;">w</span></i><span style="font-family:Verdana;">8”, </span><i><span style="font-family:Verdana;">and</span></i><span style="font-family:Verdana;"> “</span><i><span style="font-family:Verdana;">DNT</span></i> <i><span style="font-family:Verdana;">TXT</span></i> <i><span style="font-family:Verdana;">&</span></i> <i><span style="font-family:Verdana;">DRV</span></i><span style="font-family:Verdana;">” along highways to convey the dan</span><span style="font-family:Verdana;">gers and laws regarding distracted driving to minimize incidences of dis</span><span style="font-family:Verdana;">tracted-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.展开更多
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 als...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.展开更多
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 withsociol...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.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
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 Englis...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.展开更多
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 b...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展开更多
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 effec...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.展开更多
Slogans play an important role in Chinese society.Numerous slogans have been created and used in the fight against the COVID-19 pandemic.As an eyecatching linguistic phenomenon,anti-pandemic slogans have sparked heate...Slogans play an important role in Chinese society.Numerous slogans have been created and used in the fight against the COVID-19 pandemic.As an eyecatching linguistic phenomenon,anti-pandemic slogans have sparked heated debates not only among the general public,but also in the academic sector.This study is focused on the pragmatic presuppositions in Chinese anti-pandemic slogans.By adopting a mixed approach(quantitative and qualitative),it finds that six types of pragmaticpresuppositions are used inChinese anti-pandemic slogans.Among them,the behavioral presuppositionsrank first in frequency of use,factive presuppositions second,stative presuppositions third,belief presuppositions fourth,cultural presuppositions fifth and emotional presuppositions sixth.The pragmatic presuppositions of these slogans can serve four major functions,which are persuading people to act properly,spreading scientific knowledge,warning people against wrongdoings and bolstering people’s confidence.However,there are sporadic occurrences of misusing pragmatic presuppositions in the so-called“hardcore”slogans.This study concludes that knowledge of pragmatic presuppositions is essential to a correct understanding and a proper creation of Chinese anti-pandemic slogans.展开更多
汽车品牌擅长在品牌slogan上讲情感,到了产品slogan上还要继续讲情感,以至于很多产品的slogan都陷入一种表达品牌自身而不是说服消费者的怪圈从长安福特的＂进无止境＂,到东风本田的＂越,无止境＂;从奔驰新C的＂Game Changer驾驭改变＂...汽车品牌擅长在品牌slogan上讲情感,到了产品slogan上还要继续讲情感,以至于很多产品的slogan都陷入一种表达品牌自身而不是说服消费者的怪圈从长安福特的＂进无止境＂,到东风本田的＂越,无止境＂;从奔驰新C的＂Game Changer驾驭改变＂,到捷豹XE的＂The Game Changer拥‘豹’改变＂。这些品牌和产品的slogan口号终于越整越像了。展开更多
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.
文摘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.
文摘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 “</span><i><span style="font-family:Verdana;">W</span></i><span style="font-family:Verdana;">8 2 </span><i><span style="font-family:Verdana;">TXT</span></i><span style="font-family:Verdana;">, </span><i><span style="font-family:Verdana;">it</span></i><span style="font-family:Verdana;">’</span><i><span style="font-family:Verdana;">s</span></i> <i><span style="font-family:Verdana;">a</span></i> <i><span style="font-family:Verdana;">law</span></i><span style="font-family:Verdana;">”, “</span><i><span style="font-family:Verdana;">Don</span></i><span style="font-family:Verdana;">’</span><i><span style="font-family:Verdana;">t</span></i> <i><span style="font-family:Verdana;">Drive</span></i> <i><span style="font-family:Verdana;">inTEXTicated</span></i><span style="font-family:Verdana;">”, “</span><i><span style="font-family:Verdana;">PLS</span></i> <i><span style="font-family:Verdana;">dnt</span></i> <i><span style="font-family:Verdana;">txt</span></i> <i><span style="font-family:Verdana;">n</span></i> <i><span style="font-family:Verdana;">drv</span></i><span style="font-family:Verdana;">”, “</span><i><span style="font-family:Verdana;">Don</span></i><span style="font-family:Verdana;">’</span><i><span style="font-family:Verdana;">t</span></i> <i><span style="font-family:Verdana;">tempt</span></i> <i><span style="font-family:Verdana;">F</span></i><span style="font-family:Verdana;">8 </span><i><span style="font-family:Verdana;">that</span></i> <i><span style="font-family:Verdana;">txt</span></i> <i><span style="font-family:Verdana;">can</span></i> <i><span style="font-family:Verdana;">w</span></i><span style="font-family:Verdana;">8”, </span><i><span style="font-family:Verdana;">and</span></i><span style="font-family:Verdana;"> “</span><i><span style="font-family:Verdana;">DNT</span></i> <i><span style="font-family:Verdana;">TXT</span></i> <i><span style="font-family:Verdana;">&</span></i> <i><span style="font-family:Verdana;">DRV</span></i><span style="font-family:Verdana;">” along highways to convey the dan</span><span style="font-family:Verdana;">gers and laws regarding distracted driving to minimize incidences of dis</span><span style="font-family:Verdana;">tracted-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.
文摘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.
文摘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.
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.
文摘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
基金A Study on the Discourse Mode of Administrative Slogans in Anhui Province under the Post-modern Public Discourse Background(A2015025)Master’s degree program in Hefei college(Master of Chinese international education)A Study on the Language Standardization of Public Context and Mass Media-T aking Hefei as an Example(14JD06RW)
文摘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.
基金This research was funded by the Social Science Foundation of Soochow University(Grant Number:NH33711320)the Higher Education Teaching Reform Foundation of Soochow University(Grant Number:5731502420).
文摘Slogans play an important role in Chinese society.Numerous slogans have been created and used in the fight against the COVID-19 pandemic.As an eyecatching linguistic phenomenon,anti-pandemic slogans have sparked heated debates not only among the general public,but also in the academic sector.This study is focused on the pragmatic presuppositions in Chinese anti-pandemic slogans.By adopting a mixed approach(quantitative and qualitative),it finds that six types of pragmaticpresuppositions are used inChinese anti-pandemic slogans.Among them,the behavioral presuppositionsrank first in frequency of use,factive presuppositions second,stative presuppositions third,belief presuppositions fourth,cultural presuppositions fifth and emotional presuppositions sixth.The pragmatic presuppositions of these slogans can serve four major functions,which are persuading people to act properly,spreading scientific knowledge,warning people against wrongdoings and bolstering people’s confidence.However,there are sporadic occurrences of misusing pragmatic presuppositions in the so-called“hardcore”slogans.This study concludes that knowledge of pragmatic presuppositions is essential to a correct understanding and a proper creation of Chinese anti-pandemic slogans.
文摘汽车品牌擅长在品牌slogan上讲情感,到了产品slogan上还要继续讲情感,以至于很多产品的slogan都陷入一种表达品牌自身而不是说服消费者的怪圈从长安福特的＂进无止境＂,到东风本田的＂越,无止境＂;从奔驰新C的＂Game Changer驾驭改变＂,到捷豹XE的＂The Game Changer拥‘豹’改变＂。这些品牌和产品的slogan口号终于越整越像了。
