ⅠIntroduction
1.1.The Background of The study
The characteristics of language use are closely related to the gender of its users.Gender language features and their connotation analysishas always been a hot social topic concerned by sociolinguists, which exists in different types of language and cultural field. In fact, the studies on linguistic gender features can be date back to mid seventeenth Century. At that time, the Caribbean has published the related report about male and female differences in their talk forms. Although,the study of the gender and language was not systematic at that time,in which has mentioned that males? language was regarded as correct expression however, female language was regarded as irregular. Next, Danish linguist O?Jespersen published The Growth & Structure of the English Language in1923, he pointed out that English is a language of the most masculine in his familiar language. At 1970s, the study on gender and language use has been greatly developed. The famous linguists such as Lakoff, Thorne and Sapir-whorf have greatly promoted the study development on the gender and language use. The study has not only greatly influenced on language development, but also on language policy formulation. In the end of 80's and 90's, some linguists such asAugust ( August,1990) take a very objective attitude to explain the phenomenon of discrimination against women and male in the English language study,
which reflected the law of social development.
1.2.The purpose of The Study
Stepping into the modern society, with the improvement and development of the human thoughts and the in-depth language study of linguists, the gender language features have gradually developed as an independent branch of sociolinguistics, and continuing move forward. In fact, language does not embody any gender differences or sexism, which took its shape by the continuinginfluenceof social and cultural factors. Therefore, we can try describing the gender and language use in a mode of “Lives”. Firstly, the letter “L”means “life”. Languagereflects the social and cultural concept,which manifested in people's thinking modes, language patterns as well asdaily performances. The letter “i” can present in the instruction, which means the gender and language use can be analyzed in teaching, such as the textbooks and text illustrations. The third letter “v” means “vision”. In other words, we can analyze the gender language characteristics from the aspect of the visual works, such as the films and televisions, novels and poetries. Next, “e”embodies in the economy, and it is mainly in business advertisement. Lastly, the letter “s”is of the aspect of social culture language, such as the social intercourse, religion culture, etc. In this thesis, I will introduce the gender language features mainly from the five aspects of the “Lives”mode in the perspective of the linguistic sexism.Many people have no such awareness
that their thought and words have embodied gender differences. Language gender studies are more and more become a crucial driving force of the improvement on people?s language learning and the development of their cognition. Therefore, analyzing thedifferences in male and female language is of great significance. This paper is based on social linguistics, focusing on the analysis of gender linguistic features in daily conversation, instruction, visual works ,economyas well as social language culture.
ⅡTheoretical and Practical Background
2.1. Social factors and language use.
Sociolinguistics, as an interdisciplinary study of language use, attempts to show the relationships between language and society. More specifically, in this discipline we have two important things to think about: structural things and their uses in a sociocultural context(胡壮麟，《高级语言学教程》. 北京大学出版社，2011). The individuals, as one of the most important components of the society, influencing the society greatly and meanwhile being influenced greatly by our different social factors. For instance, the people?s education background, the ethnic identity, the social class, the occupation selection, the religious belief, the age differences as well as the gender differences are all the influential factors of language use differences. Among all these factors, we are going to
focus on the last factor and show its impact on people?s language use.
2.2. Gender and language use.
Male?s language is different with females; the study on this field is always contain some color of linguistic sexism. The women language takes on some obvious features as follows. For example, women often use less powerful words; women?s linguistic behaviour is more indirect and more polite than men?s; women tend to use more intensifiers such as “wonderful”“awesome”“terrible”and “remarkable”, etc. The majority linguists thought that this gender differences are mainly caused by women?s lower social status than men?s, which is mostly result from the cognition that women are the powerless members of the society. From this point, we can make a brief distinction between the words “Sex”and “gender”. Comparatively, “Sex”is a word used to refer to one?s biological property, however, “gender”is emphasizes on the aspect of one?s social property (Lakoff,1973; cf. Jesperson). At the same time, Lakoff points out that the it is not the language itself but women?s place in society that makes people behavior differs in language use.
2.3. Language and Culture.
It is undoubtedly that language is closely related to culture: language is an indispensable carrier of culture and meanwhile culture can be more materialization through language.
2.3.1. Sapir-Whorf hypothesis
In fact, bothSapirandWhorf did not give the hypothesis a specific definition. Generally, this hypothesis mainly refers to thepeople using different languages have variousunderstanding and experience to the world. Language determines thought, at the same time, amode of high level thinkingdepends on the language.
Linguistic determinism and linguistic relativity are the main arguments of the hypothesis. The first one emphasizes on that language determines thought; the second adhere to that the diversification of language structure is unlimited. Linguistic determinism means that the people's thinking modes are completely affectedby speakers?mother languages, which can help them to understand the world by theirdistinctive features. Language can help people to obtain experience, but actually determine our experience. For example, the symmetric characteristics of Chinese are the reflection of symmetric Chinese thinking patterns. The key of linguistic relativity is that the category and distinctive features of a language system are unique to this language system and not compatible with other language systems. Like wisely, because of the different language background, people always have different feelings and experiencesto the world when they speak different languages.
"Sapir - Wolf hypothesis" helps people understand the relationship between language and thinking and culture and increasinglydrawspeople's
attention to the cultural influence on language and language on thinking. At the same time, the hypothesis also reveals the differences of different linguistic semantic systems;comes up with the related theses on language and language thinking mode.The hypothesis has a great influence on linguistic study,especially on the relationship between language and culture. The arguments about the interactional influences between the culture and social environment and language have been widely endorsed in academic circles. At the same time, the descriptions about the relationship between the grammatical categoryand semantic system that exist in native language systemmayeffect or determine people's thinking, but it has also exaggerated the function of language. Even so, it was exactlythe Sapir and Whorf?s studies that helped the study of gender differences find its own theoretical basis.
2.3.2. Lakoffs? retrospective study of gender differences in American
English.
Usually, when it comes to the study of women and language, the book of language and women’s place is always be mentioned (Lakoff, 1973).Lakoff was one of the pioneers to make the connection between women?s subordinate social position and their speech. He provided linguistically specific explanations which turn the research in this field notably to a reexamination of the differences between women?s and men?s language and to the sustained assumption that men?s language
builds up the norm while women are discriminated against in English. He made the following comments:" The final result of the inequality between men and women is that women are deprived of qualification to have power, which is caused by that women are always showing that they have no power in their speech and deportment”( Lakoff, Robin. Language and Women’s Place[M]. New York: Harper & Row). This can be reflected in the language of women: women prefer to use modal words, color words, exaggerated words and euphemism.They pay more attention to the elegant and implication of language and more incline to use normative words.
Lakoff'sresearch about women and language has encouraged many researchers to study gender language differences in both cognitive linguistics and social linguistics.
ⅢThe Analysis of Gender Language Features and Their Connotations.
It is quite universal that the female was discriminated by human society, which embodies on all the aspects of social life.The gender difference words exist in many languages, such as masculine and feminine vocabularies in French.The gender differences comes from user's different attitudes towardgender. The following we will roughly discuss the gender differences from four aspects, which are gender differences in vocabulary, in address forms as well as in proverbs.
3.1. Gender language features and connotations in daily life
3.1.1. The analysis of vocabularies
The most evident example is the word "man". Let?s look at some examples:Man cannot live by bread alone；It takes a strong man to save himself and a great to save others；Everyone has to make up his own mind；He who laughs last laughs best; The words “he” “his” and “him”are often used to refer to all human beings, yet “woman”is not. In addition,inEnglish, the female degraded words are more than those of men. For example, the word "professional"means completely different when used in man and woman. For example, “He is a professional”can quite reminiscent of decent occupations, such as lawyer and doctors, yet “she is a professional”may be thought as “she is a prostitute”.In the pair words “governor” and “governess”, “governor” means the person who is an administrator of a state or a region, however,the word “governess”refers to the family teacher. Manyfemale related words which were originally equivalent to males have gradually been degraded, here we just cited a few examples.
3.1.2. The analysis of the address forms
First of all, in terms of words ranking, besides the English phatic greeting “Ladies and Gentlemen”, generally all address forms follow to the rule of “feminine follows the masculine”. Therefore, we can clearly observe the sexuallanguage of them. Such as: Mr. and Mrs.Scoldfeild;King and Queen;brothers and sisters; 夫妻; 父母;and so
on. Secondly, in theissue of naming, owing to the center position of male identity in traditional Chinese culture, males?names always reflected the meaning of brave, strong, decisive, and the pursuit of their official career. As a result, the male…s names are always include the vocabularies like dragon, tiger, firm, strength, rich,sea, etc. While women are expected as a vassal of male success, their namesare mostly include words like red, flower, beautiful, soft, which are reminiscent of flowers and plants, the ornamental objects. Compared with women?s go-as-you-please naming ways, the masculine naming was quite cautious and well regulated. Owing to women?s low social status, they had to call themselves by some humble wordswhen they are in the front of their husbands, such as "concubine ", “wife virtuous and concubine beauty”.
Secondly, when it comes to men and women?s professional titles, we can found thatmale?s occupational titlesare the reference object of females. The titles are all refer to men when they are in the absence of sex marks andthere must be a tag before them when they are referring to women. This phenomenon can be analyzed in both the English and Chinese language. In Chinese, there is a title of "doctor ", which generally refers to the learned men, and the great learnt women are called “female doctor”. In English, some higher positions or powerful nouns, if be used to represent women, are usually need add some affixes before them. These affixes are essentially the gender markers. Such as:
Engineer, woman Engineer an ;
Lawyer, ladylawyer;
Doctor, woman doctor;
Apparently, it is generally accepted that men areborn with a higher social status and are considered as the master of social activities. Whereas, women are considered be inferiorto men in both morality and capability. Theaddress forms with gender marks implied the distrust attitude toward women, it also an indirect reflection of gender differences on the appellation.
3.1.3. The analysis of the proverbs
Proverbs,as the living fossil of language, can well reflect the social language and culture. As one of the daily language, proverbs can reflect the specific social culture of a certain period of time, life, customs and ways of thinking. Proverbs gender difference can be manifested in language, social role and marriage.
First, whenever talking about women's verbal behavior, people are usually think of gab, which is reflected in both English and Chinese proverbs. In English proverbs, the examples, such as Many women，many words; Many geese, many turds; Women like to make irresponsible marks. In Chinese proverbs, such as:女人虽然只有三寸之舌但能杀死六尺之汉”（The woman has only an all-persuasive tongue, but it kills a man of six feet）. “妯娌多了是非多，小姑多了麻烦多（sisters-in-law make
much more trouble).
Secondly, the women?s social status can be reflectedin many proverbs. For a long time, as a social group, women havelong been in oppression and their positionswere in the bottom of society. In both English and Chinese cultures, there are many proverbs can reflect female?s below social status, such as taking women as delicious food.Woman without virtue is like palled wine. In Chinese,“秀色可餐”also reflected woma n?s low social status They are treated as the food on the plate, taking a kind of" weak and passive " roles. The similar proverbs such as A man of straw is worth of a woman of gold; The similar Chinese Proverbs Including:“娶到的媳妇买到的马，由人骑来由人打”(Once the girl be your wife, you can do whatever you want do to her); “兄弟如手足，女人如衣服”(Brothers are like hands and feet, women are like clothes). All of these proverbs are full of macho color in Chinese and English. Woman is the food,the wine, the delicacies food placed on the table. The value of women lies in whether they are beautiful enough to feast the eyes or not, and they are just an appendantof men, haveno position at all. According to the Bible records, the woman is created by a ribof Adam in order to alleviate Adam's loneliness and to help him. God put man in the dominant position from the very beginning of creating human beings, the woman is a belonging existence. In Chinese, even sage Confucius has also said "only women and villain are difficult to keep”,
which isan obvious sexist discrimination discourse. The most typical masculine philosophy in ancient China was the three obediences and the four virtues(三纲五常)."Seven certificate of divorce”（“七出之条”）was also the restriction and discrimination to woman . In both English and Chinese culture, the concept of linguistic sexism is properly demonstrated in these proverbs.
In addition, many Chinese and English marriage proverbs also reflected the sexism in language. Such as, Daughters and dead fish are not keeping Wares; A fair face is half a portion;A beautiful woman and a geek is a perfect match(郎才女貌),Old daughter, lose money(养儿防老，养女赔钱),嫁出去的女儿泼出去的水; 嫁鸡随鸡嫁狗随狗;etc. Even today, many Chinese in rural areas still hold such backward patriarchal ideas, which even caused the social demographic problems now China facing to - the serious imbalance between men and womenquantities. The proverbs above have all reflect that the cultural aspects of the patriarchal thinking ingrained in marriage. Mo st Chinese have considered the “不孝有三无后为大”,thus female fall in bed-warming and child-bearing tools. In addition, in the male centered society, appearance of a woman was focused for a marriage. Man?s artistic talent was match to w oman?s appearance, which was the most important standard to measure the value of women. It can easily be seen that in the society of male dominated, women's social statusis quite low.
3.2.Gender language features and connotations in the instruction.
Education, as an important way to cultivate people and to promote the all-round development of human being, is also inevitably exists a phenomenon of linguistic gender differences. At present, there is a clear and accurate language gender discrimination in students' learning materials, that is, the language has the tendency of neglecting the objective existence of women. Next, we are going to analyze gender differences from the aspects of the textbooks passages and educational magazines.
3.2.1. The analysis of the selected articles in the teaching textbooks
From the statistical analysis on the gender of the authors in school textbooks, we can found that they are almost male authors, and just a few of them are female authors. Compared with male writers, female writers articles had far less chance to appear in the textbooks even some of them are absolutely excellent. When the author of the text is mostly male, they will be unable to avoid describing and evaluating women from their own perspectives, their words are also easy to be biased. In addition, the authors of the article, which have the characteristics of speculative, rational analysis, observation and research ability, are almost selected from the male author, while female articles always have the characteristics of sensibility, sadness and melancholy. Such kind of textbook layout seems is transferring the information that male students
are rational, good at thinking, while female students are stereotyping. There are many schooltextbooks, in which the male and female articles are seriously imbalanced. Perhaps, many people will attribute this to historical and cultural influences, which defined the social roles of women-staying behind the man. Therefore, although women themselves are very excellent, they still have less chance to develop their own cultural interests or to do scientific research with the respect of men. It may just because of this reason that directly or indirectly caused the number of female cultural researches are far less than men?s. If these causes are related to historical and cultural factors, then in today's text selection of school textbooks, why people not try hard to find more women's outstanding works, but continued with the phenomenon of imbalanced? From the above illustration, we are not hard to the quite great gender differences in textbooks.
3.2.2. The analysis of the language expression in the instructional
magazines and newspapers.
In English, the pronouns "he" and "she" refer to men and women are respectively, however, when there is a word that has no gender indication, people will default it as the male subject. For instance, “只有个体能进行自我观察、自我分析以充分了解自身的需求、自己的能力、自己的性格特点，并以此对自己提出更明确的要求时，他才能依据自身的特点和条件积极主动地塑造自己的价值观”. In this sentence, the
subject is the “个体”,which is a word has no gender ind ication. However, in the following sentence people are usually use “他”to refer “个体”。"Everyone learns best from his own experience”, and the other one appeared in theinstructionalmagazine,"An employee can hardly expect to keep his job if he fails to report to work on time." Hence we can find the gender differences in the personal pronouns of the magazines and newspapers, which indeed embodies a certain degree of gender discrimination. Moreover, this type of discrimination is not easy to be found, in the long term, people become accustomed to receiving this neglected discrimination exists in the magazines.
In the newspapers,the physical characteristics of women are often magnified or strengthened, thus their ornamental value become one of their most important social values."Looks beautiful,yet heart likes a snake", “exceedingly beautiful", "Beauty causes danger."All of these used to describe women's are almost in the masculine perspective, and the aesthetic standards of men is the scale to judge whetherwomen are beautiful or not. The "goddess", "small fresh" “Hua Dan",such kind of words are frequently appeared in the news, actually,which is also a common language discrimination. Women's good appearance is far more important than their talent because it can catches high public attention. As the following news headlines: "small fresh" translation goddess Yao Mengyao suddenly appeared in the English speech contest scene and
looks more beautiful than famous hot star Song Huiqiao. "small fresh" “goddess” “looks more beautiful " These modifiers, emphasized the beauty of Yao Mengyao, and her talent was ignored to some extent. The followings are some of the media headlines:" Zhang Lu is a class queen and talented in foreign language learning"" NPC and CPPCC goddess translator became popular, Let’s pay attention to the previous NPC and CPPCC beauty translators ""beautiful translator Zhang Lu in Premier Press Conference has attracted all netizen’s attention” and so on. We can see from the above titles, compared with female?s downplayed and ignored talent, their superior appearancesare more attractive to public. The network popular vogues" you are responsible for your beauty, I am responsible to support the family”. At first glance, many women may feel warm in this sentence, while it also reflects the fact that male requires female to "keep beautiful", and the "family" is the man's responsibility. To a certain extent, thisdifferent gender description of men and women?s social roles presented the people?s thought and the social culture.
Gender differences in magazines and newspapers are also reflected in different discourse expression and characters description. Men are generally tended to behave more interrupting and imperative, yet female is more polite and gentle for the purpose of maintaining social intercourse. For the character description, men tend to be more knowledgeable, stronger as well as ambitious. What they presented to the people are some
of the outstanding characteristics. Relatively speaking, women are always melancholy and moody, with their limited knowledge and short-sighted thought; they are busy in doing some trifles and be considered as greedy and jealous. It seems that all human foibles are manifested in the female roles. Therefore, to a large degree, women lost their multiple roles in those instructional materials and their positions are not in a state of inequality with men, and they have been marginalized.
3.3. Gender language features and their connotations in visual works
For this part, visual works are the specific presentation of “Lives”mode in the aspect of “V”. As a result, I will focus on the analysis of gender differences in the aspects of news media, films and televisions as well as in poetry and novels.
3.3.1. The analysis of the news media
News media, as an important tool of spreading culture, is an indispensable part of the contemporary society,and has important influence on our daily life. However, we can analysis gender linguistic differences in the media. Among them, some gender differences are very evident, which can easily lead to discussions of social public and ordinary, yet some presentthe recessive characteristics, even a lot of women themselves are not aware of the sexual discrimination in them. The following we are going to focus on the analysis of linguistic sexism in news media from the aspect of labeling female work roles.
People usually think that women should be housewives, housework such as cooking and washing is the responsibility thatwoman should bear in family life. Although women now have more jobs opportunities compared to the past,however,in the society, women are still tending to work as housewives, teachers and nurses. Once they become prominent orclimb to high places, they would always be splashed in news media .It seems that women's success is an abnormal for men. For example, the words like "T he first female prime minister"; “the Iron Lady" and "beauty president" are always appeared as the attribute of the headlines. "The first Thailand Premier beauty”can often be seen when we are reading news. The media is more concerned with their appearance, gender, and family. The special emphasis on the identities of international Woman politicians is actually an unfair treatment to them. In the overall cognition of the whole society, "President" and "prime minister" are generally the default for male. Therefore, many women politicians are trying to play a self-breakthrough role, such as U.S. Secretary of state, Hilary Clinton; South Korean PresidentPuJinhui; German Chancellor Angela Merkel and others. Apart from these, in the corruption reports, "lover", "mistress", "the other woman"have become the high-frequency words, which lead to the association between the official corruption and women, and exaggerated and stressedthe negative impact of the role of women in such cases. In the course of time, this negative effect of women would reflect on people's
thought so that people would unconsciously associate corrupt officials with the negative image of the third mistress and other women. In fact,there is no substantial connection between the feminist groups and corrupt officials. The selection of these words is not only a reflection of gender language differences but also a reflection ofsexism in language.
3.3.2. The analysis of the films and television dramas
The characterdialogues in the movie are quite vivid and authentic. They are the most direct reflection and most fully manifestation of real life. In fact, the gender differences can be seen everywhere in the original English movies, it is actually caused by the mainstream society requires women to be observant of conventional standardsof society. In the film and television, we can find that women are more standardized in pronunciation and also more inclined to use euphemism. In fact, it reflects the lower women's social status to some extent. Because of this, women are more inclined to standardize their daily manners and dressesfor the purposes of narrowingtheir social status gap with men. In addition, women also love use the words like "ah" "oh" "and" "wow" "too" "day" "really "" special "" is it ? "to behave more lovely. They soften their tone and their voice in order to meet the social requirements for women. Below are a few of the dialogues in the films and televisions.
"The only purpose of learning in the university is to find a good husband, and my Rosie did it. "
"We are women;we are never easy to make any choices "(Titanic);
"Before you get married, you have no political opinions, after you get married, your husband will decide your political position"(Downton Abbey);
"oh, such mean mother-in-law!"
From the above film lines, we are not difficult to see that women?s speech characteristics are different from men's. At the same time,these film lines represent the sexism in language in a very explicit or implicit manner.
3.3.3. The analysis of poetry and novels
Gender language features can also reflected in a large number of poems. Peacocks flies to the southeast, has not only showed a beautiful love story to the world, but also reveals a dark side of the feudal society. This poem is an embodiment of gender discrimination and women?s tragic fate.
At thirteen I could shuttles ply;
At fourteen I learned to tailor.
At fifteen the zithern I played;
At sixteen books I would recite.
As a woman of the feudal society, Liu Lanzi is a well-educated woman and a model of propriety versatile lady, She is also quite beautiful：Her tender feet wear silken shoes;
The Current Cultural Differences between China and America From Public-Interest Advertisements By TJSS from Class 1001 [Abstract] The article takes two groups of public-interest advertisement of the same theme as pointcut, sums differences in Chinese and American public-interest advertisements on four points, including leading direction, form of expression, performers, theme and scale. Then it analyses the corresponding cultural difference reflected from them and deeply research the root of these differences. Maybe people can be aware of performance of cultural difference between China and America in daily life via the article to promote cross-cultural communication. Besides, it may prompt self-examination of our Chinese current culture. [Key Words] Public Interest Advertisement , Current Cultural Difference, China and America [Introduction]Public-interest advertisement, just as the name implies, is a kind of advertisements used to form good social life order and basic public morality criterion, and serve for both public short-term and long-term benefit instead of making profits for individuals or companies. Public-interest advertisement can date from 1940s, when it first appeared in America, and then swept around the world. The first one in China is Please Save Water on Guiyang Television in 1986. Benefit of the community, the theme of reality and the call of performance are its three major characteristics. While in different country and culture, it may perform differently. [Background] In the now information age, media plays a role of more and more importance. Especially in recent years, investment in advertising even has grown exponentially. Among these advertisements, public-interest advertisement also gradually develops and reaches a much broader audience than any others by right of unique properties. With more and more public-interest advertisement works appearing in the world, the differences among countries and cultures are more and more significant. In fact, nearly all of these differences come from cultural differences—different culture atmosphere shapes different ideology and different belief, then different modes of thinking, which lead to different speech and behaviors. It’s no wonder, then, Chinese and American advertisements are in different styles. Then we’ll analyse these differences between China and America through two groups of public-interest advertisement of the same theme. [Views and Statements] Ⅰ.Differences in leading direction One of American advertisements impressing me most is about logging ban.1 The video ad has a distinct shot for the tree rings roughly divided into four parts on a stump. Three of them are annotated “Birth of Napoleon”“Birth of Van Gogh”“Birth of Einstein” in ①Abies beshanzuensis：百祖山冷杉
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workexperience company'sname:wideasiainternationalcorp.beginandenddate: 2006-11-2009-02 enterprisenature:privateenterprisesindustry:textile/garm ent jobtitle:foreigntradeassistant jobdescription:beresponsibleforthecorrespondencewithfore ignclientsandcontactwiththefactories.arrangingtheproduction andotherbusiness,suchasquoting,sampling,makinginvoice/packi nglist,arrangingshipment,etc. company'sname:guangzhouyangdaelectronicco,ltdbeginandend date:2006-04-2006-10 enterprisenature:privateenterprisesindustry:electrical/e lectronics/communicationequipment jobtitle:salesandinterpreter jobdescription:workasaninterpreterinthesaledepartment,re sponsibleforassistingthemanagercommunicatewiththeforeigncli ents. educationalbackground nameofschool:zhongkaiuniversityofagricultureandtenology highestdegree:bachelor dateofgraduation:2006-07-01 self-recommendationletter iamabletouseenglishexpertly.goodatenglishlistening,speak ing,readingandwriting.acquaintwithword,excel,andphotoshop.r esponsible,honest,industrious,modest,aggressive,positive,in
上海海事大学外国语学院 院系航运英语 专业年级英航121 学生姓名严明 学号 201210811032 指导教师陈书鹏 二○一四年六月
The study on the translation of Chinese PSA culture from the Functional Skopos Translational Theory 严明201210811032 英航121 TABLE OF CONTENTS Abstract (2) 1.The definition and importance of PSA (2) 2. The problems and cultural difference in the translation of Chinese PSA (2) 2.1 The problems in the translation of PSA (3) 2.1.1 Word-for-Word Duplication (3) 2.1.2 Wrong choice of words (3) 2.1.3 Syntax error (4) 2.2 The cultural difference between Chinese PSA Slogan and Western PSA Slogan (4) 2.2.1 The difference of word meaning (4) 2.2.2 The difference of cultural value (5) 3. the Functional Skopos Translational Theory (5) 4. Means of translation (6) 4.1 word-for-word translation (6) 4.2 corresponding translation (6) 4.3 simplify information (7) 5.Conclusion (8) Bibliography (8)
What Y ou Should Know About Advertising 你应该知道的广告英文知识 1.What is advertising？什么是广告？ Build animpression on the consumer’s mind in order to have consumers by certain product。 在消费者脑海中建立一个印象，使得消费者购买某项产品。 The impression is called brand。 这个印象就是品牌。 So advertising is to build up the brand。 所以广告就是建立品牌。 2.How do we come out a piece of advertising 我们如何创作广告 Client briefing 客户简报 Research Recommendation 市场调研建议 SWOT Analysis 优劣势分析 Advertising Strategy 广告策略 Presentation 提案 Creative Development 创意发想 Creative Presentation 创意提案 Media Planning 媒介计划 Media Plan Presentation 媒介计划提案 Creative Production 创意制作 Media Placement 媒介投放 Advertising Tracking 广告跟踪 3.The terminology of advertising 广告业的术语 Advertising agency 广告代理商Client客户 Marketing行销Market行销者 Marketing Mix行销组合Product产品 Pricing订价Promotion促销 Place（Distribution）渠道Marketing Objective行销目标 Marketing Strategy行销策略Marketing Programs行销活动 Marketing Plan行销计划Marketing Manager市场部经理 Marketing Executive市场执行Product Manager产品经理 Brand Manager品牌经理Brand Steward品牌管家 Full Service Agency全面（整体）服务代理商Account Service客户服务 Account Executive业务执行Account Manager业务经理 Account Director业务总监Group Account Director 客户群总监Client Service Director客户服务总监（协理） Briefing简报Blue Print蓝图 Advertising Strategy广告策略Target Audience目标对象 Competitor竞争者Consumer Promise消费者承诺Tone & Manner 语气与态度Brand Personality品牌个性 Positioning定位Segmentation区隔
Name Phone number| Email address Gender: Female| Date of Birth: Mar. 5th, 1993|Birthplace:Beijing Current Address: E DUCATION 9/2011-present Bachelor, Information Technology Management, Hong Kong Baptist University E XPERIENCE 1/2013-7/2013Project practice,Hong Kong Baptist University, Hong Kong, China ?Responsible for the pretection of computer safety. ?Responsible for the computer firewall design. ?Responsible for the protection of could storage safety. H ONORS/A WARDS ?2012, 2013 “National S cholarship” for two consecutive times; ?6/2012 “The First P rize” in the speech contest. P ROFESSIONAL S KILLS ?Extensive experience in e-commerce operating and planning; ?Be good at information analysis. A DDITIONAL I NFORMATION ?Certified American Red Cross CPR and First Aid Instructor. ?Interests include jazz, painting and basketball.
A account executive (AE) 客户经理 广告公司的业务人员职称。客户经理往往须负责下列工作：1，与客户及内部其他部门共 同计划广告（planning）,向各部门传达客户的诉求；2，内部协调（coordination）；3 ，将广告设计稿提供给客户；4，监督执行政府的有关广告规章和法规（regulatory matters）；5，利润管理（agency profit management）。客户经理通过计划和协调公 司的服务部门，为客户提供更好的服务。 account service 客户服务 客户服务是广告代理商的中心工作，肩负着使客户满意从而建立起长期的合作关系，及 推动广告代理商内部工作有效运转的任务。它是广告代理商直接同客户进行沟通、交流 的一种功能。 advertising agency 广告代理商
习惯上称为“广告公司”，即《中华人民共和国广告法》中所称的广告经营者，一般设 有许多职能和业务部门。 advertising campaign 广告活动 有时称为“运动”或“战役”。广告活动包括以下四个重点：制作适当的销售信息、及 时传达给受众、选择适当的时机，用合理的成本。广告主制定一项能测定的目标后，为 达到这一目标制定广告战略，然后在市场上执行，包括：广告计划、广告制作、销售及 营销等。 advertising department 广告部 分为企业的广告部和媒介的广告部。企业的广告经理负责拟定、审核及实施企业的广告 计划。一般也是负责有关广告的具体工作。媒介的广告部经理负责出售报刊等的版面， 广播、电视的时间等。 airport advertising 机场广告 利用机场的候机室及在机场内其他各种场地和设备上制作刊出的广告，
广告行业专用英语 A Advertising广告广告活动 Ads 广告物 Account Executive 客户主管 account 客户项目 account planning 客户策划 Account Services 客户部 account service 客户服务 Art Director美术指导 advertising campaign 广告活动 advertising agency 广告代理商 4A ( American association of advertising agencies) 美国广告代理商协会 above-the-line advertising 线上广告。广告代理商能从媒介获得代理费的广告 regulatory matters广告规章和法规 agency profit management利润管理 advertising department 广告部 airport advertising 机场广告 Appeal 诉求 area sampling 区域抽样 Audience 受众。接受广告的公众，也就是广告的对象 audience composition 受众构成 audience share 受众份额 audio-visual advertising 视听广告 Audit Bureau of Circulation 销数审计局。1914年始创于美国（简称ABC） Animation 动画 advertising letter 或sales letter广告函 B bid广告竞标 target market目标市场 brand image品牌印象 below-the-line advertising 线下广告 除线上广告以外的各种广告形式。如促销广告(sales promotion advertising)购物点广告(P.O.P advertising)，直接邮递广告(direct mail advertising)，还包括举办展览会(exhibition)和发起某项活动(sponsorship)等。 billboard advertising 路牌广告 brand advertising 品牌广告 brand loyalty品牌忠诚度 brand preference 品牌偏好 brand insistence 品牌坚持 brand name 产品名称
Curriculum Vitae Name: FengRen hao Gender: Male Race: Han Date of Birth: May 2, 1997 Address: YiBin University, YiBin, Sichuan province, 644000 Telephone:********** Hobbies: Reading Education: July 2018, Graduated with a degree in software engineering from YiBin University. Language: Chinese and English (both fluent in Listening, speaking, reading and writing) Awards and Scholarships: 2017 “Excellent League member”, YiBin University; Career objective: Seeking for the entry level and responsible position in computer. Skill summary: Fine team player, organization. Excellent integrity, interpersonal and time management skills. English level: CET6. Computer skills : NCRE4, Mircrosoft certification, RHCE, Excellent
Use of Rhetoric in English Advertisement 【Abstract】Advertisement is a popular cultural phenomenon in people’s daily life. It not only provides the information about products and stimulates the purchasing power, but also enriches people’s ideological life. Rhetoric is one kind of important expressive device in language. It refers to interpreting abstract and complex ideas or processes through simple and concrete methods. Since rhetoric is full of imagination, it can promote the transmission and communication of emotions and ideas. Rhetoric exists in writings with various styles, especially, in advertisements. Rhetoric plays a very important role in English advertisement, acting as a key element for the success of an advertisement. The thesis, based on the respective studies of the definition of advertisement and rhetoric, makes a careful analysis of the use of main rhetorical devices in English advertisement, including simile, metaphor, pun, personification, parallelism and rhyme, targeting at promoting the further development of advertisement. 【Key Words】English advertisements; rhetoric; function
个人简历英文版 Name: 全文结束》》x Han（xxx）Sex: Male Folk: Han Height: 160cm Weight: 50kg Marital Status: Married Health: Excellent Clan: the Communist Youth League Birthday: Sep、14,1976 Language Skills: CET-4 Computer Skills: Perfect Education School: Dalian Railway University Major: Electronic Automatic Max、 Degree: Undergraduate Course、Bachelor’s Degree Graduate Time: July1998 Home Phone: 022-xxxx Cell Phone: E-mail: 全文结束》》x@ Resident: Hedong, Tianjin, China Technical skills: Electronic、MCU、Computer、Network、English Education
Experience: Aug、1994-Aug、1998 Dalian Ranlway University Work Experience: Oct、1998-Jan、2001 Tianjin Sent Hi-Tech Company Electronic Engineer Jan、2001-Feb、2002 Electricity Company of Ghana Technic in Public Feb、2002-Feb、全文结束》》Tianjin Sent Hi-Tech Company Project Director Member in Family: Wife Jinghua Zhang Rewards Events: 1 Dalian Bangchuidao High-Math Competition First Class 1995 2 China College Math-Modeling Competition Second Class 1996 3 China College Electronic-Design Competition Third Class 1997 4 Dalian Railway University Excellent Student 1995 5 Dalian Railway University First Class Bursary
英语公益广告语大全 篇一：英语广告语译文集锦 英语广告语译文集锦 1.Timeiswhatyoumakeofit.(Swatch)天长地久。（斯沃奇手表） 2.makeyourselfheard.(Ericsson)理解就是沟通。(爱立信） 3.Engineeredtomovethehumanspirit.(mercedes-Benz)人类精神的动力。（梅塞德斯-奔驰） 4.Startahead.(Rejoice)成功之路，从头开始。（飘柔） 5.adiamondlastsforever.(deBierres)钻石恒久远，一颗永流传。（第比尔斯） 6.Fresh-upwithSeven-up.(Seven-up)提神醒脑，喝七喜。（七喜） 7.intelinside.(intelPentium)给电脑一颗奔腾的“芯”。（英特尔奔腾） 8.connectingPeople.(nokia)科技以人为本。（诺基亚） 9.FortheRoadahead.(Honda)康庄大道。（本田） 10.Letusmakethingsbetter.(Philips)让我们做的更好。（飞利浦） 11.Enjoycoca-cola.(coca-cola)请喝可口可乐。（可口可乐） 12.Generationnext.(Pepsi)新的一代。（百事） 13.TheRelentlessPursuitofPerfection.(Lexus)追求完美永无止境。（凌志汽车） https://www.doczj.com/doc/5e7146329.html,municationunlimited.(motorola)沟通无极限。（摩托罗拉）
15.Feastyoureyes.（Pond?scucumberEyeTreatment)滋润心灵的窗户。（庞氏眼贴片） 16.Focusonlife.(olympus)瞄准生活。（奥林巴斯） 17.Behindthathealthysmile,there?sacrestkid.(cresttoothpaste)健康笑容来自佳洁士。（佳洁士牙膏） 18.Goodtothelastdrop．滴滴香浓，意犹未尽。（麦斯威尔咖啡） 19.obeyyourthirst．服从你的渴望。（雪碧） 20.Thenewdigitalera．数码新时代。（索尼影碟机） 21.welead．otherscopy．我们领先，他人仿效。（理光复印机） 22.impossiblemadepossible．使不可能变为可能。（佳能打印机） 23.Taketimetoindulge．尽情享受吧！（雀巢冰激凌） 24.Poetryinmotion,dancingclosetome．动态的诗，向我舞近。（丰田汽车） https://www.doczj.com/doc/5e7146329.html,etowheretheflavouris．marlborocountry．光临风韵之境——万宝路世界。（万宝路香烟） 26.Tome,thepastisblackandwhite，butthefutureisalwayscolor．....对我而言，过去平 淡无奇；而未来，却多姿多彩（轩尼诗酒） 27.Justdoit.只管去做。（耐克运动鞋） 28.askformore.渴望无限。（百事流行鞋） 29.Thetasteisgreat.味道好极了。（雀巢咖啡） 30.Feelthenewspace.感受新境界。（三星电子）
合同编号：YT-FS-3818-74 英文广告合同(标准版)范 本 Clarify Each Clause Under The Cooperation Framework, And Formulate It According To The Agreement Reached By The Parties Through Consensus, Which Is Legally Binding On The Parties. 互惠互利共同繁荣 Mutual Benefit And Common Prosperity
英文广告合同(标准版)范本 备注：该合同书文本主要阐明合作框架下每个条款，并根据当事人一致协商达成协议，同时也明确各方的权利和义务，对当事人具有法律约束力而制定。文档可根据实际情况进行修改和使用。 Unit: (hereinafter referred to as Party A) Advertisers: (hereinafter referred to as Party B) After friendly consultation between Party A and B, in accordance with the principle of mutual benefit and mutual benefit, the following articles are reached on Party A's propaganda and planning on Party B's entrustment: Article 1: Party A entrusts Party B to publicity planning project: _____ ___________ The second article: the principle of propaganda and planning
The earth is heating up. The earth is heating up. 变暖让整个地球脱去了外套。 Before it's too late! Before it's too late! 请住手吧，趁现在还不晚！
You can lose more than your patience. You can lose more than your patience. 因为失去耐心而打孩子，你会失去比耐心更多的东西。
Fashion claims more victims than you think. Fashion claims more victims than you think. 你追求的是时髦，可失去的是它们的生命。 We must make this a thing of past. We must make this a thing of past. 让士兵都成为过去式，让战争都成为陈列品。
The elderly need your love too. The elderly need your love too. 关爱老年人。 We could have stopped catastrophic climate change…we didn't. We could have stopped catastrophic climate change…we didn't. 我们本可以阻止气候变化灾难，然而我们没有。
Children see up to 90% attacks in the home. Children see up to 90% attacks in the home. 90%的儿童看到的暴力来自家里。
广告公司职位英文对照 AAD［Associated Account Director］——副客户总监 AAD［Associated Art Director］——副美术指导 ACD［Associated Creative Director］——副创作总监 AD ［Account Director］——客户服务总监、业务指导 AD［Art Director］——美术指导（在创作部可以独挡一面执行美术指导工作的美术监督）AE［Account Executive］——客户执行、客户服务、客户主任；预算执行者，负责广告代 理商和广告主之间的一切有关业务，观念，预算，广告表现之联系 AM ［Account Manager］——客户经理 AP［Account Planner］——客户企划（分策略企划和业务企划两种） ASM［Area Sale Manager］——大区销售经理 CD［Creative Director］——创作总监、创意总监、创意指导（CD的前身，不是撰稿人便 是美术设计，因为积累了丰富的经验，并有优异的创作成绩而成为督导） CGH［Creative Group Head ］——创意组长［Computer Visualizer］——计算机绘图员CW［Copywriter］——撰稿人 DCS［Director of Client Service］——客户主管 ECD［Executive Creative Director］——执行创意总监 FA［Finish Artist］——完稿、画师［Finish Artist Group Head］——完稿组长 GAD［Group Account Director］——客户群总监 GCD［Group Creative Director］——创意群总监 GMD［General Managing Director］——总经理 MD［Media Director］——媒体指导、媒介部经理 SAD［Senior Art Director］——高级美术指导 SCW［Senior Copywriter］——高级文案［Copy Director］——文案指导 ［Media Supervisor］——媒介主任、媒介总监 ［Media Planner］——媒介策划 ［Planning Director］——企划指导 ［Planning Supervisor］——企划总监 ［Print Production Manager］——平面制作经理 ［Production Manager］——制作经理 ［Research Supervisor］——调查总监 ［Studio Manager］——画房经理、作业室经理 ［Traffic Control Specialist（简称Traffic）］——制管人员 ［Traffic Coordinator］——平面制作统筹 ［TV Producer］——制片 ［Visualizer］——插图家、插画师、绘图员、视觉设计 ［Visualizer Group Head］——视觉设计组长 ［Artist］——正稿员
Why should I select biology as my career? Born in a medical family for generations, I was very interested in all over around, especially in living organisms and I came into a habit of watching, touching, feeling and protecting them who become my favorite friends later. Life science is much more intriguing and fascinating to me when I made endeavor to represent Shandong Province 400,000 high-school students to go to Beijing to take part in the National Biological Olympic Context, a Pick-Out for the International Biological Olympic Context. As a result, I selected Biotechnology, the foremost interesting field in Biology, as my college major when I won acceptance into Department of Biotechnology in the College of Life Science at Peking University, the best university of China.Upon acceptance to Peking University in 1996, I was awarded consecutive scholarships for all 4 years in college. During my college years, with the systematic education, I obtained a solid academic background in chemistry and basic biology science especially in experiment skills as a preparation for future advanced research, which is also, the basis for me to do my current research project at the lab. Due to my outstanding experiment skills, in the third year of my undergraduate study, I was recommended to the State Key Lab of Microbial Resource, Institute of Microbiology, Chinese Academy of Science, which only 2% the students can get in, to do research on the
篇一：family 公益广告观后感 family 公益广告观后感这段广告将组成family这个单词的每个字母都拆开，并且其中每个字母都代表着家庭中的每个角色，广告讲述了一个非常感人的关于孩子在家庭中成长的故事。文中，英文单词“family”应该是我们大家都很熟悉的，但是我们谁也没想到它的含义都包含在它的字母组合里。“family”=father and mother, i love you。“家”就是儿女从内心里发出的表白：爸爸和妈妈，我爱你们。我第一次看到这段公益广告时，就生出了许多疑问，这个广告讲的什么意思？为什么那个f还拄拐杖呢？为什么那个m会流泪呢？为什么那个i会长成大树的样子呢？为什么家的第一笔是最后添上的呢？带着这些问题，我反复的看了很多遍，终于找出了答案。故事中的f（爸爸）和m（妈妈）在i（孩子）小的时候细心呵护，可随着孩子的长大，当孩子有了自己的主见，却不断的与爸爸妈妈发生冲突，孩子企图挣脱爸爸的束缚来自由成长，这使爸爸妈妈十分伤心，并留下了眼泪。后来，孩子成年以后，体会到生活的艰辛，才发现爸爸的背早已驼的不成样子，妈妈的身体已臃肿，于是孩子主动承担起家庭的责任长成参天大树，让年迈的爸爸可以依靠，替年老的妈妈遮挡盛夏的骄阳。广告的最后出现了father and mather i love you这段句子，是爸爸妈妈我爱你的意思，最后结束时出现了一行字：有家就有责任。我发现，原来英文也如此充满含义，包含这样深刻的道理，这是我所没有想到的，我反反复复地看着这条广告，心中不禁充满了许多感动。 篇二：公益广告family调查问卷 图片已关闭显示，点此查看 图片已关闭显示，点此查看 图片已关闭显示，点此查看 《family》传播效果评估调查问卷 亲爱的朋友： 您好！感谢您参与我们的调查研究。这次调查研究目的，是为了了解您对央视公益广告《family》的看法和宝贵意见。 本次调查非商业用途，调查结果均作数据统计使用，我们将对您的个人信息严格保密。您的意见和所填写问卷的完整性、真实性对于我们得出正确的结论很重要， 图片已关闭显示，点此查看 因此希望能得到您的配合。对于您的理解及合作，我们深表感谢！ 以下问题，答案没有对错之分，请根据您的实际情况和真实感受填答。问卷共4页，请勿遗漏。 调查执行：人文学院11广告唐彩梅、马芳芳、李爽 2013年10月 ＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊＊ ■第一部分：基本信息调查 1-1. 您是否观看过央视制作的公益广告《family》？a.是 b.否（终止调查） 1-2. 您平时多久会接触一次公益广告？ a.每天 b.每周 c.每月 d.从不 e.其他1-3. 您接触何种类型的公益广告？（可多选） a.视频类 b.平面类 c.广播类 d.其他________ 1-4. 您都是从哪些地方接触到公益广告的？（此项可多选） a.电视 b.网络 c.报纸、杂志媒体 d.广播 e.站台、广告牌等户外媒体 f.其他____________ 1-5. 您对哪一种题材的公益广告感兴趣？（此项可多选）a.政治整治政策类