英汉广告语篇的语用失误研究

广告语言是语言使用中最活泼、最具创新的语言表现手段,在言语交际中导致交际者本人未能取得交际效果的差错统称为语用失误。文章从语用失误的视角,从文化心理、语码转换等两个方面对英汉广告语篇进行研究,找到克服语用失误的对策,以期提高生产厂商、广告商乃至广告受众的语用能力,推动广告语言的健康发展。     

英语广告中语篇与图像的理解

广告中的语篇与图像相互联系、融为一体、共同传达信息是人类交际十分重要的组成部分。一则广告能够深入人心，不仅因为广告创作本身运用了新颖独到的语篇与图像，而且还与广告受众和广告创作者的密切沟通有着十分重要的关系。针对英文报刊杂志上的广告探讨英语广告中语篇和图像的理解过程，以便帮助有着非英语文化背景英语广告受众正确理解并欣赏英语广告中语篇与图像相互结合的精妙之处。     

基于跨文化语用学的广告语言翻译研究

伴随科学技术与商业的交互融合，广告语言以其比较广泛的影响和动态活跃的魅力而逐渐成为语言理解及语用学语言研究方向的一个新领域。从跨文化语用学视角出发，整理近年媒体上宣传的广告语中选择有代表性的广告语言，应用语用学语际语言和言语行为来分析广告短语中的语用因素，能够进一步深化对广告语言的认识和理解，从而规范语言的应用范围并提升语言的学习能力。     

论广告语篇中预设的语用功能

广告语言作为一种说服性语言,最终的目的是向潜在的客户群体传递产品或服务信息并最终劝说人们采取购买行为。作为一种重要的语言现象,预设由于其自身的特点,经常被广告人用来增强广告的说服力。因此,通过对广告语篇中语用预设的含义、类型的分析和归纳,可以知道语用预设在广告语篇中所具有的独特功能。     

论经济原则与英汉广告语篇

文章以社会语言学理论为指导,从经济原则的角度来探讨英汉广告语言在社会中的表现,是对当前语言生活的实际考察,具有一定的积极意义和社会价值。并从广告语言的简洁性、广告语言的修辞来研究经济原则作用于英汉广告语篇。     

英语广告中模糊语的作用

自从模糊语言学这一交叉学科诞生以来,对模糊语言的研究就没有间断过,其中不仅有宏观方面的研究,也有从微观方面的研究。模糊限制语隶属于模糊语言学,模糊限制语的使用可以其使用者更好地实现说话者自己预期的目的。许多学者对模糊限制语的语用功能进行过分析和探讨,也有学者针对某一专门领域语言的模糊限制语做过研究,比如,科技文中的模糊限制语,医生用语中的模糊限制语的语用功能等等。随着整个社会商业化和信息化的不断深入,广告作为销售和信息传播手段愈发显得重要,人们对广告语言也更加关注,对广告英语的研究也进行得如火如荼。文章结合语用学中的合作原则,针对广告语中的模糊限制语做进一步探讨,以期对广告的创作和设计有一定的指导作用。     

主位推进模式的修辞功能在语言中的体现——以丘吉尔关于希特勒入侵俄国的讲话为例

语言是交际的工具。交际中,语言的使用不是任意的,词语的顺序体现交际功能,主位在前、述位在后。主位述位的推进和发展构成语篇。语篇中前后句的主位和主位、主位和述位,述位和述位之间相互联系,形成主位推进模式。以丘吉尔关于希特勒入侵俄国的讲话为例,解读主位推进模式的修辞功能。     

试论当代广告语设计的嬗变

广告效果的实现关键在于语言,把握广告语设计的嬗变对广告创作具有重要的指导意义。而以往的研究往往只限于运用传统的语言学、修辞学理论,还有一些方面没有涉及或涉及不深。鉴于此,文章拟在广告语设计既往理论的基础上,从其修辞、叙事角度、主导价值和结构等角度全面洞悉,以期梳理出当代广告语创作的发展轨迹与趋向。     

英汉广告语篇中仿拟的社会语用研究

文章研究了英汉广告语篇中的仿拟现象,并且结合大量例证,以社会语用学理论为框架分析了英汉广告语篇中仿拟的生成与阐释机制,揭示了语言使用中社会文化因子如何作用于广告语篇的语言结构、语用功能和语用价值。     

广告翻译对受众物理世界的顺应

随着商品经济的发展、科技的进步,广告已经成为现代人生活不可或缺的一部分。经济全球化进程的加快使得各国间经济活动的交流更加的频繁。因此,广告翻译在日常的经济活动中所起的作用也越来越重要。怎样使翻译后的广告能为译入语受众所接受并能获得与原语受众同样的心理体验,是一项很有价值的研究。文章将维索尔伦的"顺应理论"引入广告翻译的研究中,结合具体的广告翻译实例,着重论述了广告翻译过程中对受众物理世界的顺应。从而得出,在广告翻译创作的过程当中,充分考虑和顺应广告受众的物理世界将会极大地促进广告功能的发挥,更好地实现广告的目的。     

试析篇章语境与教师课堂话语的关联性

篇章是由一系列相互关联的因素构成的,篇章是作者根据一定的情景所预设的各种语境的组合体,篇章语言学注重篇章产生和被接受的实际过程所蕴涵的社会和认知过程。教师应针对群体中不同个体的话语特征选择适合于特定语境下某一个体的语言特色、方言或语域。课堂活动的展开和篇章语境在课堂中的展现是通过教师得体的语言来实现的。只有将篇章信息与教师在不同语境中使用的话语相结合,才能够适合于篇章文体及风格的要求和交际活动的需要,才能将语言的可操作性和在不同语境下的创造性和能产性得以体现。     

系统功能语言学在语言教学中的应用

Halliday's Systematic Functional Grammar (SFG) is of great significance in theoretical and practical aspects, which has got universal acceptation and been applied into more and more fields. Based on the three metafunctions of Functional Grammar proposed by Halliday, the paper attempts to probe into how to apply the theories of SFG to critical discourse analysis, and to language teaching.     

Language and foreign trade

While language plays an important role in gravity models, there has been little attention to the channels through which a common language promotes bilateral trade. This work proposes separate series for a common language depending upon whether ease of communication facilitates trade through translation or the ability to communicate directly. The series related to direct communication is far more important in explaining bilateral trade, but the other series, based on translation, makes a distinct contribution as well. Either measure of a common language outperforms the measure in popular use, which is implicitly related to translation, and a combination of the two does far better. In addition, the paper examines the effect of two country-specific linguistic influences on trade: Literacy and linguistic diversity at home. Both of these influences promote foreign relative to domestic trade. Finally, the article studies the separate roles of English and network externalities.     

英语词块教学对韩语教学的启示

近年来,随着语料库语言学的发展,词块的学习显得越来越重要。通过分析中国韩语教学中出现的问题,试将英语中词块教学法运用于韩语教学,并且试着提供几种有效地途径来解决这些问题,从而帮助学习者提高韩语能力,帮助教学者更加有效地教授韩语。     

The adoption of new technology by listed companies: the case of Twitter

This study investigates the adoption of Twitter by Australian listed companies for disseminating marketing information (including corporate promotion) and for directly interacting with consumers. Based on a sample of the Top 200 Australian Securities Exchange (ASX) listed companies, we find that companies with larger market capital are more likely to adopt Twitter for static advertising, a one-way communication approach, and direct interaction with consumers, a two-way communication approach. Companies with smaller market capital that adopt Twitter for marketing communication appear to disseminate more corporate promotion information, a static advertising approach. Overall, our results indicate that the level of a company's access to resources can influence their adoption of a new technology and the manner in which it is used. This study calls for further clarification of regulation regarding marketing communication on social media and experience sharing between industry practitioners.     

Neoliberal and neostructuralist perspectives on labour flexibility,poverty and inequality: A critical appraisal

Numerous recent reports by non-governmental organisations (NGOs), academics and international organisations have focused on so-called ‘climate refugees’. This article examines the turn from a discourse of ‘climate refugees’, in which organisations perceive migration as a failure of both mitigation and adaptation to climate change, to one of ‘climate migration’, in which organisations promote migration as a strategy of adaptation. Its focus is the promotion of climate migration management, and it explores the trend of these discourses through two sections. First, it provides an empirical account of the two discourses, emphasising the differentiation between them. It then focuses on the discourse of climate migration, its origins, extent and content, and the associated practices of ‘migration management’. The second part argues that the turn to the promotion of ‘climate migration’ should be understood as a way to manage the insecurity created by climate change. However, international organisations enacts this management within the forms of neoliberal capitalism, including the framework of governance. Therefore, the promotion of ‘climate migration’ as a strategy of adaptation to climate change is located within the tendencies of neoliberalism and the reconfiguration of southern states' sovereignty through governance.     

Advertising and the aggregate demand for cigarettes

The study specifies a model which explains aggregate demand for cigarettes in terms of price, income and advertising. Publicity about the health effects of smoking is treated as a form of ‘anti-advertising’. A distinctive feature is that an attempt is made to measure advertising in terms of ‘messages’ rather than using the more common, but theoretically inappropriate, expenditure measure. The model is tested against quarterly U.K. data for the period 1957 II to 1968 IV, using ordinary least squares (OLS) regression. The results suggest that advertising had a positive, statistically significant impact on sales, and that this impact was only partly offset by the amount of publicity given to the health effects of smoking.     

控股股东股权质押、控制权转移风险与广告投入

股权质押使控股股东面临控制权转移风险,其有动机进行市值管理。本文以2011-2019年中国A股上市公司为样本,考察股权质押情境下控股股东是否存在调整广告投入的行为。研究结果发现,控股股东进行股权质押后,公司广告投入水平显著提高,说明股权质押情境下控股股东会通过策略性地增加广告投入进行信息管理,而非通过削减广告投入进行向上盈余管理,证实广告具有短期股票回报效应;控制权转移风险较大时,控股股东股权质押对广告投入的正向影响更明显,说明股权质押情境下控股股东增加广告投入是出于缓解控制权转移风险的动机。进一步研究发现,在散户规模较大和产品直接与消费者接触的企业,广告更容易吸引投资者注意力,此时控股股东增加广告投入的动机更强,该行为短期内可以提振股价,但没有起到改善经营业绩的作用且加剧了股价波动。本文为资本市场和产品市场的联系提供了证据,且对相关部门加强上市公司广告费用监管具有一定的政策参考价值。     

Intangible capital,market share and corporate strategy

This paper theoretically and empirically identifies the determinants of firm profitability and market share for twelve broadly defined US manufacturing industry groups. The effects of advertising, research and development, and diversification on profitability and market share are econometrically tested for each industry group, and corporate strategy implications of the results are considered. One major result of the analysis is that research and development (R&D) tends to be much more effective as a means of enhancing firm profitability than advertising, and research and development spending decisions are more closely related to the profitability of R&D than advertising decisions are related to the profitability of advertising.