英语广告文体中的隐喻

文体的功能决定着隐喻的个性。广告隐喻不仅具有一般语言学上的认知意义，并且直接服务于广告交际目的，影响整个广告的效果。英语广告文体中的隐喻对于广告的作用还反映在它的类型分布特点与翻译体现的交际制约方面。应用文体的认知研究不仅要关注文体语言间的共性，更需关注文体的个性形成。     

英汉谚语的表达特性及翻译模式

英汉语言是两种具有悠久历史且表现丰富的语言,在文化历史的发展 中形成了大量的谚语,英汉两个民族因其思维和表达的共同性和差异性体现了英汉谚 语表达特点的共性和个性。根据这些特性,提出英汉谚语翻译采用直译、意译、直译兼 意译和释译四种翻译模式。     

语用学在文化翻译中的应用——中国古典诗词英译比较个案分析

跨文化翻译中,文化信息的传达是翻译的本质。在文化翻译中,译者要结合语用学知识,立足原文语境,充分把握原语作者的语用用意,通过推理,寻找原文与语境的最佳关联,并深刻把握原文文化底蕴,从而达到准确传达文化信息的的目的。     

Can postcolonial theory help explain Latvian politics of integration? Reflections on contemporary Latvia as a postcolonial society

ABSTRACT

Democracy and civic society in Latvia are strongly affected by a multifaceted gap between the ethnic majority and minorities within contemporary Latvian society. The political elite are crucial actors in the politics of integration in Latvia. Postcolonial theories can help evaluate and explain the insufficiency of current integration policies in Latvia in respect to the participation of ethnic minorities in Latvia. Current integration challenges will be examined here based on two related issues of Latvian integration policies: (1) the process of naturalization and (2) the conflicting concepts of the twentieth-century Latvian history, especially the occupation in 1940. Both issues should be “revisited” using postcolonial explanatory potential in order to identify the causes of the long-lasting failure of integration policies in Latvia.     

突出兴安地方文化特色 推进文化旅游品牌升级

旅游与文化有着天然的联系,旅游是文化的形和体,文化是旅游的根和魂。兴安要推进文化旅游品牌升级,只有把地方文化特色融入旅游中,推动文化与旅游的融合,才能使旅游业的发展长盛不衰。     

以生态文明建设思路 提升桂林旅游品牌

利用好桂林独具特色的生态旅游资源、文化资源和良好的旅游氛围大环境优势,优化发展环境,整合旅游产品,提高服务质量,强化营销策略等,提升桂林生态旅游品牌,大力推进生态文明建设,这对全面实施《桂林国际旅游胜地建设发展规划纲要》,打造国际旅游胜地,建设美丽桂林具有十分重要的意义。     

打造国际品牌提高企业经济效益--以格力电器为例

任何一家企业其生产经营的核心目标就是追求利润,因为利润是企业的血液,如果没有利润,企业就无法生存,更谈不上长足发展。经历了一场全球性的金融危机后,在全球经济举步维艰、市场需求持续不振的大环境下,海内外家电巨头纷纷陷入困境。然而在激烈的国际竞争市场上,在国内劳动力和原材料价格不断提升、难以取得核心技术突破的情况下,格力电器却做出了非常明智的抉择,即通过专业化生产、实施精品战略、走国际化道路打造国际品牌,进而提升格力产品价格、获取规模经济效益、吸引优秀人才、占领国际市场并实现供需双赢,最终使格力电器成功实现了迄今为止、全球首个依靠单一品类突破千亿元的家电品牌,从而保持了格力电器在全球家电产业中的霸主地位,让"中国制造"再次领跑在全球家电行业的最前列。     

Strategies moulding brand reputation building in the early 21st century

Abstract

Since the mid-1990s, the changing political, economic and social environment and globalisation have contributed to change business behaviour in South Africa. Nowadays, business strategies are built alongside sustainable business goals, with renewed emphasis on quality and brand reputation management. Business intelligence (BI) systems and research demand show clear emphasis on customer brand franchising and brand citizenship in particular. Brands are no longer used only as marketing communication tools. Nowadays, brand companies seem well aware of stakeholders’ concerns with non-financial business aspects and are responding through re-branding, improved customer relations and good corporate citizenship behaviour. Consequently, direct customer feedback via customer satisfaction and franchise-building research, as well as corporate citizenship image and perception surveys have emerged as key research tools that generate business intelligence used to build and protect company reputation. The way in which contemporary research designs are constructed to guide reputation building and protection, and how these inputs are used to guide business reputation strategies form the core of this article. The discussion reveals that corporate reputation and brand management functions are increasingly being synchronised in support of customer-based brand equity, customer franchise and reputation building. This suggests substantial communality between the management functions relating to corporate reputation and branding. Corporate branding and reputation are anticipated to evolve as a core business strategy aimed at building and protecting corporate identity and image. To meet this endeavour, companies will continue to brand their identity and image and create brand awareness and customer relations to enable stakeholders to differentiate company products, services and features from competitor offerings, but will simultaneously strive to enhance customer loyalty. Customer care and ethical behaviour will probably lead the thrust in creating positive corporate reputation. As long as corporate reputation building and branding are pursued, the demand for business intelligence information related to these topics will remain a priority and will guide future marketing and communication strategies in building and protecting corporate reputation.     

Firestorm Response: Managing Brand Reputation during an nWOM Firestorm by Responding to Online Complaints Individually or as a Cluster

ABSTRACT

This study provides evidence of how marketers should respond to a sudden discharge of negative word-of-mouth (nWOM) communication that spreads rapidly across social media platforms, known as an online “firestorm.” The study aimed to determine whether a company’s response policy during an online firestorm influenced their brand reputation among observers of the firestorm. An experiment offered three different company approaches to the firestorm. The study used a conclusive quantitative design by manipulating independent variables in a controlled environment in order to infer causality through an online survey to 300 participants. The study shows that when faced with the option of replying to a cluster of complaints or each individual complaint, a more positive brand reputation is engendered through individual replies. While research in digital marketing has progressed to provide companies with strategies to use digital platforms as a marketing tool, the negative side of social media—in this case online firestorms—is still largely left unattended. Addressing the direct issue of how to respond to online firestorms is therefore of significant relevance to marketing practitioners and academics.     

TRANSLATING DEVELOPMENT AID INTO CITY MANAGEMENT: THE BARRIO ACAHUALINCA INTEGRATED DEVELOPMENT PROGRAMME IN MANAGUA,NICARAGUA

This article seeks to understand how development aid is translated into city management practice in the global South and the implications of this for the power dynamics between municipal governments and international aid agencies. The study examines La Chureca, the rubbish dump and slum of Managua, Nicaragua, and its regeneration programme, the Barrio Acahualinca Integrated Development Programme. In the article, we explore the formulation and initial implementation of the Programme in terms of the construction of an action net in which, by a chain of translations, the Programme was transformed from an aid programme managed by international aid organisations into the management practice of the city of Managua. Despite the silent infiltration of important issues brought to the municipal political agenda by the development aid programme, small acts of defiance and resistance were also enacted by local actors who twisted the Programme to fit local needs. Copyright © 2012 John Wiley & Sons, Ltd.