This book focuses on the cross-cultural advertising communication and aesthetic issues of brands and brand slogans. Based on the pragmatic translating theories and case studies of a few classic brand translations, the book puts forward the Three Aesthetic Principles of translating brands. The book special features the cultural in addition to the business aspect of introducing China Time-honored Brands to foreign markets. Readers will learn about the great importance of the aesthetic issues and cultural communications in translating brands and brand slogans through this book.

This book focuses on the cross-cultural advertising communication and aesthetic issues of brands and brand slogans. Based on the pragmatic translating theories and case studies of a few classic brand translations, the book puts forward the Three Aesthetic Principles of translating brands. The book special features the cultural in addition to the business aspect of introducing China Time-honored Brands to foreign markets. Readers will learn about the great importance of the aesthetic issues and cultural communications in translating brands and brand slogans through this book.

This is the first book to explore color history in Asia. Color is a natural phenomenon and a fundamental element of the universe, and offers a medium to communicate with others globally. It is a language of signals, such as traffic lights, signs or symbols, and an essential part of society. Color attracts people’s attention and transmits important information. As such, color language denotes all of the activities of human history, and has been associated with changes in society, economic development, and dynasties replacing the old with the new. The book brings together many elements of Chinese history with reference to the topic of ‘color’ and has evolved from the authors’ respective interests in art and design, teaching and research, consultancy and publishing. The topic will be of increasing importance in the future as a consequence of China’s increasing influence in the sphere of global culture. For practitioners of art and design, the book will be a valuable resource; for the general public, interested in the development of Chinese aesthetics over the centuries, it will provide a new perspective complimentary to existing studies about art, design and the history of the region.

Public discourse constitutes the language environment of a town or a city, which forms part of the social environment of a country or a region. Based on extensive first-hand data collected from public places, mass media and the Internet, this monograph attempts critical pragmatic studies of public discourse in the contemporary Chinese context. By applying pragmatic theories and analytical instruments to the analysis of the data, including business names, advertisements, public signs and notices, and news, the book showcases such discursive practices as personalization and subjectivization and reveals such social problems as unhealthy social mentalities, “pragmatic traps”, suspect discrimination, and vulgarity. It exemplifies a way of combining the Critical Discourse Analysis (CDA) approach and the pragmatic approach with a clear focus on the pragmatic issues. This book will not only be a necessary addition to the academic discipline of pragmatics in general, and critical pragmatics in particular, but also lay bare the problems existing in the use of public discourse and suggest several ways to improve such use. While it addresses the Chinese data only, the proposed analyses may contribute to international readers’ understanding of public discourse in contemporary China and serve as a reference for similar researches worldwide.

The Psychology of Learning and Motivation, Volume 72 in this preeminent series, features empirical and theoretical contributions in cognitive and experimental psychology, ranging from classical and instrumental conditioning, to complex learning and problem-solving. Chapters in this new release cover Statistical learning predicts literacy acquisition of a foreign alphabetic and logographic language, An Investigation into Virtual Immersion Mandarin Chinese Writing Instruction with Students with Autism, Child and adult classroom L2 learners: uniqueness and similarities, and implications for cognitive models, Current Trends in Second Sign Language Research: Acquisition, Teaching and Assessment, Language Experiences and Cognitive Control: A Dynamic Perspective, and much more. - Presents the latest information in the highly regarded Psychology of Learning and Motivation series - Provides an essential reference for researchers and academics in cognitive science - Contains information relevant to both applied concerns and basic research

Appendix 2 Non-standard language in Lu Xun's works: Zi and Ci -- Appendix 3 Old words gaining new meanings in cyber space -- Appendix 4 Old words restructuring semantic relations -- References -- Index

This book investigates the lexico-grammatical complementarity in language in its construal of person as a semantic system. Given the vast and wide spectrum of resources for expressing distinctions in the assignment of person roles in language, this book presents person-related system networks covering a rich range of semantic features. It also studies the system of person in relation to other major semantic systems instead of regarding it as one isolated component of language parallel to gender, number, case, etc. Systemic features of person are in turn realized by lexicogrammar, whose components, lexis and grammar form a relationship of complementarity in the process of transforming human experience into meaning. Person-related meaning can be either realized by lexical means, i.e. entity, process, quality, or grammatical means, i.e. pronouns, clitics, affixes, zero forms. Besides, such meaning is also found to be realized at some indeterminate areas along the lexis-grammar continuum. A special feature of this book is that it observes the lexicalization and grammaticalization of person based on evidence from a variety of languages. Readers will be presented a comprehensive look into the meaning of person and will be encouraged to reflect on its realization in their own languages.