scholarly journals The presentation of brand personality in English-Chinese brand name translation

2018 ◽  
Vol 61 (1) ◽  
pp. 33-49 ◽  
Author(s):  
Ying Cui
Keyword(s):  
Discourse Analysis ◽  
Emotional Response ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Emotional Involvement ◽  
Consumer Markets ◽  
The World ◽  
Positive Images

The brand name is an important asset of a business, for consumers rely on brand names to identify goods for purchase. English-Chinese brand name translation is of significance as it influences how a brand is received in China, which has become one of the largest consumer markets in the world. Brand names often cause consumers’ emotional response to enhance their memory, establish positive images about the brands, and serve the purpose of promotion. This paper discusses the issue of emotional involvement in English-Chinese brand name translation via discourse analysis and exploration of the presentation of brand personality in translation. The causes for and types of emotional involvement are investigated with reference to studies on brand personality which can invoke consumers’ emotional response and play a key role in enhancing consumers’ loyalty to and trust of a brand, and a revised framework of brand personality for Chinese brand name translations is provided on the basis of current research on English and Chinese brand personality, as well as analysis and classification of the brands in our corpus. The examples in our corpus are analyzed according to this framework, and the features of emotional involvement in the Chinese translations are summarized and discussed.

“Stay with me. Talk to me”: reader interaction strategies in modern poetry

2020 ◽  
Vol 7 (2) ◽  
pp. 419-436
Author(s):  
Olga Igorevna Severskaya
Keyword(s):  
Discourse Analysis ◽  
High Impact ◽  
Modern Poetry ◽  
Self Presentation ◽  
Communication Plan ◽  
Communicative Strategies ◽  
The World ◽  
Poetic Text ◽  
Communicative Context

The article is devoted to the consideration of a poetic text as a communicative phenomenon with a high impact potential. The author defines the features of poetic communication, which is both mass and interpersonal, and its main goal, which is the poet’s desire to communicate author’s vision of the world and thereby change the picture of the reader’s world, achieving empathy from it. Based on the understanding of the speech strategy as a cognitive communication plan, a program for generating and perceiving speech, the author talks about the fundamental reversibility of text-generating and interpretative strategies and offers own classification of strategies and tactics that are most often used in modern poetry. In this classification, the main communicative strategies of self-presentation and rapprochement with the reader are associated with auxiliary discursive strategies of actualizing, dramatizing and dialogizing the text and programming interpretations by tactics for highlighting objects and situations using sound “gestures”, pointing to the referent, framing, directly introducing the reader into the communicative context, attracting the recipient’s attention through appeals and pragmatic instructions, interrogation, and some others. Particular attention is paid to the multimodality of interactions and its specific manifestations in poetic discourse. The study is based on the material of Russian poetry of the 1980- 2000s using the methods of intent and discourse analysis.

Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands

Semiotica ◽  
2019 ◽  
Vol 2019 (230) ◽  
pp. 475-493
Author(s):  
Ying Cui
Keyword(s):  
English Translation ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Cultural Meanings ◽  
Chinese Consumers ◽  
Personality Dimensions ◽  
Self Perceptions ◽  
Chinese And English

Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.

Consonants in brand names influence brand gender perceptions

2015 ◽  
Vol 49 (1/2) ◽  
pp. 101-122 ◽  
Author(s):  
Amelie Guevremont ◽  
Bianca Grohmann
Keyword(s):  
Design Methodology ◽  
Brand Personality ◽  
Brand Names ◽  
Sound Symbolism ◽  
Brand Name ◽  
Personality Dimensions ◽  
Content Type ◽  
Marketing Literature ◽  
Gender Perceptions ◽  
Practical Implications

Purpose – This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality. Design/methodology/approach – Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name. Findings – Consonants influence consumers’ brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumers’ responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute. Practical implications – This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality. Originality/value – This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.

scholarly journals Performative Interactions between Brand Names and their Slogans in Chrematonomastic and Communicative Perspective

2020 ◽  
Vol 17 (3) ◽  
pp. 279-292
Author(s):  
Artur Gałkowski ◽  
Keyword(s):  
Communication Theory ◽  
Brand Names ◽  
Complex Structures ◽  
Brand Name ◽  
Specific Context ◽  
Usage Frequency ◽  
Study Results ◽  
Branded Product ◽  
Pragmatic Aspects

The paper aims to present the results of a chrematonomastic research on the interactions between brand names and their slogans which, when used together, form specific advertising units that shape the identity of the branded product. Such complex structures (“brand name + slogan”) are referred to as performative brand interactions (PBI) or, more generally, as performative textual nodes (PTN). Through the lens of communication theory, these PBI/PTN constructions may qualify as “conversational contributions ” (CC) or “moves” according to the “dialogical moves ” theory. Methods of corpus analysis serve to study the usage frequency of slogans accompanying brand names. The article explores the structural, as well as the semantic, and pragmatic aspects of performative interactions that enhance the communicative potential of a brand name by placing it in a specific context. The study results in a classification of the “brand name + slogan” units considered as having a twofold scope, both textual (interaction between the brand name and the slogan) and communicational (interaction between PBI/PTN and the target audience or the marketed product).

Russian Citizens' Representations of the Country's Position in the Geopolitical Space of the Commonwealth of Independent States, Europe, and the World

2003 ◽  
Vol 8 (4) ◽  
pp. 238-251
Author(s):  
Victor F. Petrenko ◽  
Olga V. Mitina ◽  
Kirill A. Bertnikov
Keyword(s):  
Well Being ◽  
Multidimensional Space ◽  
Commonwealth Of Independent States ◽  
Repertory Grids ◽  
Implicit Model ◽  
The World ◽  
Public Consciousness ◽  
Independent States ◽  
Invariant Factors

The aim of this research was the reconstruction of the system of categories through which Russians perceive the countries of the Commonwealth of Independent States (CIS), Europe, and the world as a whole; to study the implicit model of the geopolitical space; to analyze the stereotypes in the perception of different countries and the superposition of mental geopolitical representations onto the geographic map. The techniques of psychosemantics by Petrenko, originating in the semantic differential of Osgood and Kelly's “repertory grids,” were used as working tools. Multidimensional semantic spaces act as operational models of the structures of consciousness, and the positions of countries in multidimensional space reflect the geopolitical stereotypes of respondents about these countries. Because of the transformation of geopolitical reality representations in mass consciousness, the commonly used classification of countries as socialist, capitalist, and developing is being replaced by other structures. Four invariant factors of the countries' descriptions were identified. They are connected with Economic and Political Well-being, Military Might, Friendliness toward Russia, and Spirituality and the Level of Culture. It seems that the structure has not been explained in adequate detail and is not clearly realized by the individuals. There is an interrelationship between the democratic political structure of a country and its prosperity in the political mentality of Russian respondents. Russian public consciousness painfully strives for a new geopolitical identity and place in the commonwealth of states. It also signifies the country's interest and orientation toward the East in the search for geopolitical partners. The construct system of geopolitical perception also depends on the region of perception.

Small Industry, Gimmicks and Moscow Statistics, or How the Small Russian Enterprise Came into the World (Russian Physiological Sketch, 1830-1840)

2009 ◽  
pp. 123-129
Author(s):  
Yu. Golubitsky
Keyword(s):  
Small Businesses ◽  
Statistical Data ◽  
Russian Enterprise ◽  
Small Enterprises ◽  
Business Practices ◽  
Way Of Life ◽  
The World ◽  
Small Industry ◽  
Xix Century

The article considers business practices of Moscow small industry in the XIX century, basing upon physiological sketches of N. Polevoy and I. Kokorev, statistical data and the classification of professions are also presented. The author claims that the heroes of the analyzed sketches are the forefathers of Moscow small businesses and shows what a deep similarity their occupations and a way of life bear to the present-day routine existence of small enterprises.

THE ISSUE OF CONTEXT AND SOCIOLOGICAL POETICS OF THE "BAKHTIN'S CIRCLE"

2020 ◽  
pp. 10-18
Author(s):  
Grigorii I. Nesmeyanov ◽  
Keyword(s):  
Discourse Analysis ◽  
Intellectual History ◽  
Literary Theory ◽  
Philosophical Hermeneutics ◽  
Research Fields ◽  
Interdisciplinary Field ◽  
Scientific Disciplines ◽  
Methodological Approaches ◽  
A Current

The article formulates main questions related to the concept of context. The issue of context is considered as a current-day interdisciplinary field of research. There are many definitions of context in dictionaries and in various humanities (including scientific disciplines). In connection with that issue various methodological approaches arise in the humanities, which can be designated by the umbrella term “contextual”. By the example of one of such approaches to the sociological poetics of the “Bakhtin’s circle”, the author substantiates the possibility of creating an interdisciplinary classification of contextual approaches. That classification may include scientific developments of different years and research fields, including: philosophical hermeneutics, a number of approaches to the Russian and foreign literary theory (M.M. Bakhtin, Yu.M. Lotman, B.M. Eichenbaum, F. Moretti, A. Compagnon, etc.), intellectual history, discourse analysis, etc.

REFLECTION OF THE CURRENT STATE OF PUBLICISTIC JOURNALISM GENRES IN THE SLOVAK MEDIA ENVIRONMENT

2020 ◽  
Author(s):  
Zuzana Kvetanová
Keyword(s):  
Discourse Analysis ◽  
Point Of View ◽  
Media Theory ◽  
Logical Analysis ◽  
Periodical Press ◽  
Media Environment ◽  
Current State ◽  
Journalistic Practice ◽  
Opinion Journalism

The submitted study addresses the topic of the current state of the opinion journalism and its genres in the Slovak periodical press. The author draws attention to the question of classification of the opinion journalism of a rational and emotional type from the genre categorization point of view and, simultaneously, reflects on its application in the present journalistic practice. This brings a certain rate of confrontation between the defined theoretical premises and their subsequent practical (non-)implementation. The main objective of the study is to clarify the presence of genres of analytical and literary opinion journalism stated by media theory in the environment of the Slovak periodicals. Presentation of the basic terminological axis and the related explication of journalism genres included in the opinion journalism constitute the secondary objectives of the paper. For the purposes of achieving the set objectives, the author uses methods of logical analysis of text in combination with discourse analysis. Similarly, she predicts the evident presence of the phenomenon of hybridization in the Slovak journalistic practice.

STUDY OF ORNAMENTS IN HUNTO SULTAN AMAY MOSQUE GORONTALO

ARTic ◽  
2019 ◽  
Vol 4 ◽  
pp. 167-176
Author(s):  
Risti Puspita Sari Hunowu
Keyword(s):  
Qualitative Method ◽  
The Other ◽  
Visual Form ◽  
Research Material ◽  
Other Hand ◽  
The World ◽  
Existing Form ◽  
The City ◽  
Dutch Colonial

This research is aimed at studying the Hunto Sultan Amay Mosque located in Gorontalo City. Hunto Sultan Amay Mosque is the oldest mosque in the city of Gorontalo The Hunto Sultan Amay Mosque was built as proof of Sultan Amay's love for a daughter and is a representation of Islam in Gorontalo. Researchers will investigate the visual form of the Hunto Sultan Amay Mosque which was originally like an ancient mosque in the archipelago. can be seen from the shape of the roof which initially used an overlapping roof and then converted into a dome as well as mosques in the world, we can be sure the Hunto Sultan Amay Mosque uses a dome roof after the arrival of Dutch Colonial. The researcher used a qualitative method by observing the existing form in detail from the building of the mosque with an aesthetic approach, reviewing objects and selecting the selected ornament giving a classification of the shapes, so that the section became a reference for the author as research material. Based on the analysis of this thesis, the form  of the Hunto Sultan Amay mosque as well as the mosques located in the archipelago and the existence of ornaments in the Hunto Sultan Amay Mosque as a decorative structure support the grandeur of a mosque. On the other hand, Hunto Mosque ornaments reveal a teaching. The form of a teaching is manifested in the form of motives and does not depict living beings in a realist or naturalist manner. the decorative forms of the Hunto Sultan Sultan Mosque in general tend to lead to a form of flora, geometric ornaments, and ornament of calligraphy dominated by the distinctive colors of Islam, namely gold, white, red, yellow and green.

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