The Symbolic Advantages and Brand Symbolic Models of Zhejiang Enterprises——from the Perspective of Brand Semiotics

As the major business group of China, Zhejiang Enterprises have undergone a marked promotion from tangible products advantages to intangible brand value. The brand resources have become the significant cultural asset for transformation and upgrading. Based on combing the symbolic advantages of Zhejiang Enterprises, this paper studies the symbolic connotation of Zhejiang Enterprises brand in different stages after the reform and opening from the brand semiotic theoretical view. The paper establishes four brand models: A, GB, DB and IB, which will be the important theoretical references for Zhejiang Enterprises in the development of cultural industry, improving the brand symbolic vitality and participating in the competition of the world brands.     

Introduction: Kawabata Yasunari in the twenty-first century

Abstract: This introduction argues that there is a need to engage in a fresh re-reading of Kawabata Yasunari. It proposes several possible approaches, including using Kawabata as a model for understanding processes of literary canonization, a rethinking of his reception around the globe during the Cold War period, and a historicization of his work in relation to the various censorship regimes that existed in twentieth-century Japan. It also provides brief summaries of the articles contained in this special issue.     

Translating the State: Ethnic Language Radio in the Lao PDR

ABSTRACT

The nation-building project of the Lao People’s Democratic Republic has been challenged by the task of uniting the multi-ethnic country under its political ideology. The Lao National Radio broadcasts in the Khmu and Hmong languages are the only official voice of minority languages and provide insights on how political messages are sent to the population. In their creation of programming material, the broadcasters must translate the socialist ideology of the Communist Party into language that is politically correct and culturally acceptable. In the process, they are creating a political register in the two languages that is heavily influenced by the linguistic structures of Lao. This article examines these two broadcasts to see how language use at the radio effects the message that is delivered to the listeners, enhancing the calls for mobilisation by teaching the people a new political language reflected not only in terms of lexicon, but also in the syntax and phonology of their translations. The result is a way of speaking that crosses ethno-linguistic boundaries to reinforce the control of the state.     

企业市场定位的策略分析——以“王老吉”成功的品牌定位为案例

"王老吉"在新的环境下重塑品牌形象,确立了竞争优势,诠释了企业在营销中进行独特的市场定位的重要性。因此,一个成功的企业不仅要推出适合消费者需求的产品,还应考虑通过何种途径进行独特的、体现与竞争者产品有不同特色的市场定位。     

严格掌握原则 灵活运用方法——考研翻译的原则和方法

考研翻译属于学术翻译,要求考生在正确理解原文的基础上,用目的语表达原文所述内容,要求译文准确、完整、通顺。强调原文的理解要准确到位,透彻充分;译文的表达要符合汉语习惯,通顺流畅,逻辑正确,意思清楚。在具体操作时要做到:了解主题大意,研读划线内容,推敲重点词义,调整译文词语,通顺表达译文。     

外来品牌的汉译情况及其社会文化因素

外来商品品牌的汉译是其进入中国市场首要的也是关键的一步。以前的研究表明,外来品牌的汉译方式林林总总,但优秀的翻译基本遵循以乡土文化为基调的原则。本研究中,笔者收集了大量外来品牌的汉译数据,全面分析其基本结构,并进一步阐述社会文化因素对商品品牌汉译的影响。     

企业名牌战略心理透视

企业实施名牌战略已成为我国发展经济的重大战略。许多企业已经认识到名牌在企业经营活动中的重要性。认识到名牌就是市场,名牌就是财富。     

论广告英语的修辞艺术和翻译方法

广告英语中各种修辞格的运用赋予广告语言形象生动、简洁幽默、新颖别致、富有韵律和节奏感等特点,充分展示了修辞格在广告英语语言中特有的魅力。广告英语的翻译主要有音译法、直译法、意译法、创译法等。     

诗无达诂 译尽其能——评毛泽东词《沁园春·长沙》五种英译本

中国是诗词的国度,诗、词、歌、赋代代相传,诗人辈出,世代相袭。中国历代政治家几乎都能诗会文。当代伟人毛泽东的诗词风格古雅,题材广泛,内容丰富隽永,常为国人及国际友人传诵引用。毛泽东诗词早在20世纪60年代初就被译成多种外文,流传到世界各地。其英文译本几近二十余种,各家译本竞显风流。不同译本的对比研究有利于进一步提高译文质量,更加有效促进地我国文学翻译事业的健康发展。     

多元视角下小说语言风格的翻译

小说语言风格的翻译是个老话题,但人们以前在讨论这一问题时多从一元观出发,用笼统词语描述小说语言风格,似嫌偏颇。从多元观出发,可以发现小说语言风格包括小说作者语言风格和各种小说人物语言风格的多元性。