语境的释义功能与翻译中词义的确定

语境是语用学的重要理论之一 ,它是理解语言必不可少的因素 ,语境对语言具有释义功能 ,翻译过程中确定词义依赖于语境的释义功能 ,在翻译中确定词义应考虑文本语境中的语言知识、背景知识、情景知识或相互知识等因素     

Political Brands: Can Parties Be Distinguished by Their Online Brand Personality?

This paper investigates whether five English political parties are differentiating themselves based on the brand personality they are communicating through their websites. The relative brand positions of five English political parties are analyzed using Aaker's brand personality scale. The text from each party website is analyzed using content analysis and a dictionary-based tool. The results are plotted in relation to one another on a correspondence analysis map. We find that the two main dimensions on which parties’ brand personalities differ relate to the trade-offs between communicating competence and communicating sincerity and between communicating sophistication and communicating ruggedness. We find that parties’ brand personalities are distinctive, with the exception of the Green Party, and that the position of one party, the United Kingdom Independence Party, is particularly distinctive. Our research uses Aaker's existing framework for thinking about brand personalities, rather than creating a new framework for politics. By using an existing framework, we are able to use tools developed in other disciplines and show their usefulness for the study of political marketing.     

Fagerholm Goes Oprah: Minor Literature,Global Market,and Gender in Literary Exchange

Abstract

In this article, I study the journey of the Finland-Swedish author Monika Fagerholm’s (b. 1961) novel The American Girl to the pages of O, The Oprah Magazine. This event, here called “Fagerholm goes Oprah”, offers an illustrative example of the global movements of literature today, and of the ongoing negotiation of relations between local and global, the Nordic countries and the USA, minor literature and the global market. The article describes the different phases of the transmission of this novel, studies the means by which a novel from a minor body of literature transgresses its geo-linguistic position and, in this specific case, demonstrates the role of gender. In this way, the novel not only creates fictive, transnational spaces for its female characters and readers, but it also enters and contributes to a network of female agents in widely different geographical and cultural contexts. The event “Fagerholm goes Oprah” is a sign of the ongoing globalization of the literary field, but its reception also reveals the presence of an opposing tendency: the continuing significance of localization in literary exchange. All in all, the novel and its reception illustrate the many strategies used to create a connection between two different cultures, and also display the importance of various cultural currents in the transmission of the novel, such as feminism and Nordic Noir.     

The Changing Images of Simone de Beauvoir in Norway

Abstract

The ways in which the French author and philosopher Simone de Beauvoir (1908–1986) has been portrayed in Norwegian print media have undergone significant changes since she was first introduced to the Norwegian reading public in the 1940s. But how—and why—did her image evolve? This article explores the interplay between the words and phrases used to depict de Beauvoir in Norwegian print media and her seminal essay Le deuxième sexe (1949) and different translations in Norway. By analysing how de Beauvoir is depicted, I aim to produce a better understanding of her multiple and changing images in Norway, and to show how they may be related to the different translations of her best-known work and to her changing status. The transformation of de Beauvoir—from being considered outdated and dependent on Sartre during the 1940s and 1950s, to being highly valued and recognized as an author and memorialist, significant philosopher, and popular feminist icon at the turn of the millennium—is partly a result of the different translations of her major work. At the same time, it could be claimed that her changing image prepared the ground for the translations.     

Linkedin Users’ Self-Brand Congruence,Attitudes and Social Media Use Integration

This article describes a sample of LinkedIn users in South Africa. The main purpose of the study reported on was to compile a consumer profile of LinkedIn users based on several measures (e.g. usage behaviour, self- and brand-personality traits and attitudes towards the LinkedIn brand). The study contributes to the literature by including users’ personality traits, perceived brand-personality traits, self-brand congruence (SBC) and social media use integration (SMUI) in the investigation. Self-congruity theory was used as a basis to examine SBC in the LinkedIn context. The study entailed a cross-sectional quantitative design using a survey of LinkedIn users in Gauteng, the economic hub of South Africa. The primary results indicated that despite low usage patterns, users’ SBC is high and their attitudes towards the LinkedIn brand are positive. SMUI is not prevalent, yet it correlates positively with brand attitude.     

如何提高网络新闻专题的影响力

网络新闻专题具有传统媒体专题不可比拟的优势,它既具集成性又具延展性,既具共时性又具延时性,还具有数据库的作用,所以在引导社会舆论方面应承担更多的社会责任。网络媒体可以通过实施策划、利用品牌优势、名人效应、实行媒体联动提高网络新闻专题在受众中的影响力。     

语用学理论在翻译中的运用

语用学介入翻译,为翻译提供了一种具有深层意义的理论依据。本文就语用学的几个主要理论在翻译中的运用加以论述。语用等效理论是一种避免翻译尴尬且力求等效的新理论模式。合作原则及礼貌原则是在翻译语用意义时牵涉到的两种语言的语用原则,因为不同的社会文化中,其语用原则不尽相同,它们有助于推导语用意义。而关联理论认为,译事是一种三元关系的语用等效翻译。无论在翻译中使用哪种理论,其语用含义是由语境决定的。可见,意义的决定在于使用,而使用的重要因素是语境。从这个意义上来说,我们对语用翻译的探索将是无止境的。     

“法律”一词使用、翻译的话语实践——集中于19世纪初期在中国的西方传教士

基于法律的独特语境,“法律”概念的使用和翻译不可避免地是复杂的。在近现代随着各个民族国家交往的深入展开,这样复杂地使用和翻译的背后隐藏着许多“重要故事”。我们可以认为,法律的存在其本身就意味着纠纷的存在,纠纷不仅可能是个人的,而且可能是广义社会的或说民族国家的,后者在特定时期可能是更为重要的。在纠纷中,随着人们的利益、观念、立场或者态度的不同,这种不同同样又是不可避免的,“法律”概念的一般含义因而也会裹挟在利益、观念、立场或者态度中表达自己的“差异”。因此,应当揭示使用、翻译背后的话语实践。     

浅论中国驰名商标的认定和保护

驰名商标是知识产权领域保护的重要对象，随着中国加入WTO后市场经济改革的进一步深化和与世界经济体系的关联性进一步加强，驰名商标的认定和保护对于保障中国商事安全和促进商事繁荣的重要性勿庸置疑。中国在驰名商标方面的立法比较完善，但在对其认定和保护的实践方面还有不少需要探讨和厘清之处，该文从分析驰名商标的概念入手，对驰名商标的认定和保护相关问题进行了探讨。     

电影片名翻译的文化适应

电影片名的翻译过程,既受到原语文本的约束又被赋予一定的创造性。由于各民族在文化背景上存在巨大差异,译者应该正确把握译语民族语言中的文化信息,不断进行选择和适应,以求在原语文化和译语文化中达到最大程度的功能对等。文化适应作为译者翻译过程中着重考虑的因素之一,不仅为片名翻译的动态性过程提供了理论依据,同时对电影片名翻译的规范化起到了引导作用。