The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and English
Y. Cui, und Y. Zhao. International Journal of Society, Culture & Language, 2 (1):
25--36(2014)
Zusammenfassung
This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized via second-person pronouns and the imperative tone. In this study, we investigated the differences between Chinese and English advertising texts. The statistics based on the corpus demonstrated a tendency of using second-person pronouns in the English texts and using imperatives or the implicit way of second-person reference in the Chinese texts. Analyses were provided as to the adjustment made in advertisement translation, referring to the basic human needs and communicative principles.
Beschreibung
Trabajo de investigación en inglés sobre el uso de la segunda persona en la traducción publicitaria entre el inglés y el chino.
International Journal of Society, Culture & Language
Nummer
1
Seiten
25--36
Band
2
file
:C$\backslash$:/Users/marin/AppData/Local/Mendeley Ltd./Mendeley Desktop/Downloaded/Cui, Zhao - 2014 - The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and Eng.pdf:pdf
%0 Journal Article
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%A Cui, Ying
%A Zhao, Yanli
%D 2014
%J International Journal of Society, Culture & Language
%K MTM16 cultura_china discurso_publicitario estrategias_publicitarias inglés investigación pronombres revista traducción_publicitaria
%N 1
%P 25--36
%T The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and English
%U http://www.ijscl.net/article\_3188\_6a022829259d833fc4a7129910ea4a0f.pdf
%V 2
%X This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized via second-person pronouns and the imperative tone. In this study, we investigated the differences between Chinese and English advertising texts. The statistics based on the corpus demonstrated a tendency of using second-person pronouns in the English texts and using imperatives or the implicit way of second-person reference in the Chinese texts. Analyses were provided as to the adjustment made in advertisement translation, referring to the basic human needs and communicative principles.
@article{Cui2014,
abstract = {This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized via second-person pronouns and the imperative tone. In this study, we investigated the differences between Chinese and English advertising texts. The statistics based on the corpus demonstrated a tendency of using second-person pronouns in the English texts and using imperatives or the implicit way of second-person reference in the Chinese texts. Analyses were provided as to the adjustment made in advertisement translation, referring to the basic human needs and communicative principles.},
added-at = {2016-11-27T20:18:59.000+0100},
author = {Cui, Ying and Zhao, Yanli},
biburl = {https://www.bibsonomy.org/bibtex/24230f820f39084da4f77b66c49ce7c86/marine.sander},
description = {Trabajo de investigación en inglés sobre el uso de la segunda persona en la traducción publicitaria entre el inglés y el chino.},
file = {:C$\backslash$:/Users/marin/AppData/Local/Mendeley Ltd./Mendeley Desktop/Downloaded/Cui, Zhao - 2014 - The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and Eng.pdf:pdf},
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journal = {International Journal of Society, Culture & Language},
keywords = {MTM16 cultura_china discurso_publicitario estrategias_publicitarias inglés investigación pronombres revista traducción_publicitaria},
mendeley-tags = {MTM16,cultura china,ingl{\'{e}}s,pronombres,traducci{\'{o}}n publicitaria},
number = 1,
pages = {25--36},
timestamp = {2016-11-28T18:50:31.000+0100},
title = {The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and English},
url = {http://www.ijscl.net/article{\_}3188{\_}6a022829259d833fc4a7129910ea4a0f.pdf},
volume = 2,
year = 2014
}