Study on the Use of Chinese Advertising English and Its Translation Techniques

Nowadays, with the globalization of world economy, knowing how to use advertising English in opening up overseas markets is of very practical significance. The purpose of advertising is to promote business sales and services, which creates added value in customer’s mind and lead to consumption, usually paid for by related sponsors through various media. Taking Coca-Cola for example, during its growth over a century, it has been supporting the advertising campaign in one stage after another, and in one country after another. Therein, 可口可乐, the Chinese translation soon became a household name in China, and it also played an important role in helping Coca-Cola tap into Chinese market. Admittedly, the competitive quality of product itself is important, but advertising is of much more importance to promote itself to be recognized worldwide. In translation, its techniques should be taken into account, which will help us to better use advertising English. It is true that good translation in advertising brings business great fortune, whereas bad one may result in severe losses and poor reputation, so we can see advertising translation is bound up with enterprise’s prosperity and decline. Therefore, the use of advertising English and its translation techniques should be valued. In this paper, the writer is doing study on the use of advertising English and its translation techniques, whereby current research situation of that in China and abroad, factual methodologies and related materials have all contributed to its completion. The writer believes that both one’s ability of ingenious thinking and the growth of economic globalization are benefiting from a better use of advertising English and its translation techniques.

Gender Representation in Chinese Tobacco Advertising

The broad development prospects of the Chinese tobacco consumer market have attracted an increasing number of international companies to do business and invest in China. In tobacco marketing campaign, gender representation in advertising is a common and effective means to attract consumers. It has a great significance to marketing practitioners and advertisers, especially in the emerging market of China. A comprehensive understanding of gender representation in Chinese advertising can provide a universal framework for marketing campaign and help establish an academic foundation for market segmentation. This literature review aims to research the portrayal of gender representative images and roles in Chinese advertising, their formation reasons and changing trends. Drawing on huge number of academic journals, research papers and academic books in the online academic literature database, this literature review will critically analyze and summarize the literature related to gender representation in Chinese tobacco advertising. The results show that the characteristics of gender representation in traditional Chinese advertisements are influenced by traditional Chinese culture, socialist political policies and Western value culture, and tend to modern Western advertising models. The gender representation in Chinese online advertising emphasized the concept of self and began to show more Chinese characteristics. In the future, the booming Chinese online advertising will have more variables and more complex trends, and there will be a huge academic gap left for future research.

Confucianism in China’s Nationally Oriented Advertising Text

The article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the importance of preserving and continuing the heritage of Confucianism in modern Chinese society, especially in the media space. Particular attention is paid to the multimodal analysis of verbal and non-verbal means of expressing the key concept of Confucianism “five constancies of a righteous person” in Chinese nationally oriented advertising texts. It is shown that the concept of “five permanencies” as one of the important components of Confucianism gets its continuation in the field of advertising in modern China, develops in accordance with the social life of the Chinese people in the modern era. It has been established that the use of the Confucian idea of the five permanencies of a righteous person can be considered as one of the most important and effective ways to create advertising with the aim of influencing the target audience of the Chinese domestic market. The conclusions and results of the study allow us to get a general idea of the concept of the five constancies of Confucianism, as well as the practice of its application as methods of manipulating public consciousness in modern Chinese advertising, which is of great importance for sinological research in various scientific fields.

Specifics of using foreign language loanwords in chinese and russian advertising

The article presents the main research on the problem of using borrowings of world famous brands in chinese and russian. The author of the article analyzes the features of penetration and functioning of borrowings in the structure of advertising text, since it is advertising that has become a significant phenomenon of modern culture, reflecting not only typical visual images and mental stereotypes, but also representing the linguistic habits of different language speakers. Advertising demonstrates not only linguistic, but also social, cultural and linguistic processes taking place in different languages. The study provides a comparative analysis of borrowings, describes their main linguistic features. Particular attention is paid to examining the ways of penetration of borrowings into the chinese language. Both a brief description of the lexical base of borrowings in the chinese language and a diachronic analysis of borrowings are given. The article provides certain data on the dynamics of the appearance of foreign words in the modern chinese language. The given synchronous analysis of foreign lexical units in chinese and russian advertising has made it possible to demonstrate how various factors influence the frequency of the use of borrowings in different languages: from linguistic to social and cultural. The thematic classification of borrowings describes various methods of penetration of foreign vocabulary into chinese and russian advertising. The analysis is based on the names of world famous brands. The classification of the main types of borrowings in russian and chinese advertising is given. The study notes that the number of borrowings in chinese advertising is equal to their number in russian one. In many cases, brand advertising in chinese uses duplication, a method that best preserves the words of the recipient language in the new lexical format. The authors come to the conclusion that the specificity of using borrowings in these languages has both specific intralingual factors characteristic of these languages and external, economic and social factors.

Modal characteristics of advertising slogans in English and Chinese

The present work explores the modal architectonics of the advertising slogan as a type of microtext in English and Chinese. The authors attempted to describe the basic markers of the text category of modality. According to this data we could carry out the linguistic analysis of the selected language material. The main language models of English and Chinese advertising slogans are revealed, such as: slogan-axiom, slogan-commissive, slogan-directive, slogan-interrogative and slogan-qualitative. As the result of the study, we have revealed and distinguished a list of invariant features such as: modal determination, one-system modal construction, monomodality, heterogeneity of language means. They are used to construct a text category of modality in this type of the microtext in the English and Chinese languages, in general, and for each language model, in particular.

Demystifying engagement: Chinese advertising practitioners’ perspective

A qualitative study was conducted to explore Chinese advertising practitioners’ perceptions and interpretations of engagement in the digital era. Twenty-three in-depth interviews were conducted to collect data. Findings revealed that Chinese advertising practitioners emphasize interactive experience in defining engagement, which acknowledges multiple dimensions of engagement; they believe that the execution of engagement should emphasize content creation, media selection, and proper interaction; they tend to discuss engagement in a very holistic way, while they consider the effort versus effect dual-approach as an appropriate criterion to measure engagement, confusions, and discrepancies exist surrounding the engagement measurement among Chinese advertising practitioners. The current study offers insightful implications for the conceptualization of engagement in different cultural contexts as well as on how to bridge the perceptional gap between academia and industry regarding the execution of engagement.