A Comparative Study of Chinese and English Smartphone Advertising: An Image Construction Perspective

Yaxiong Xu

Authors

Yaxiong Xu Guangdong University of Foreign Studies

Keywords:

Advertising translation, High and low context, Corporate Image Construction

Abstract

Advertising is a crucial way to shape corporate image, but the enormous gap caused by high and low context between Chinese and English presents challenges to corporate image construction. As a result, the advertising effect may be seriously affected. To meet this gap, the author first analyzes the cultural differences in phone advertising from language form and content. Based on a comparative study, the author further proposed three specific instructions for image construction in the English advertising world, including information highlight, information exclusion, and information extension. These results cast new light on the advertising translation of Huawei.

References

Bateson, G. (1955). A Theory of Play and Fantasy. Psychiatric research reports. Cambridge: The MIT Press.

Dong, X, Y.(2020). A Comparative Study of Mobile Advertisements by Apple and by Huawei from the Perspective of Intercultural Communication， Shanghai Normal University[In Chinese: 董晓雅.(2020). 跨文化交际视阈下苹果和华为手机广告语对比研究，上海师范大学：硕士研究生论文]

Fan, H.(2013).Multi-dimensional Construction and Communication Strategy of National Image. Journal of Tsinghua University: Philosophy and Social Sciences. (02),141-152. [In Chinese: 范红. (2013). 国家形象的多维塑造与传播策略，清华大学学报:哲学社会科学版]

Hall, E. T. (1976). Beyond culture. New York: Doubleday.

Hofstede, G. (2010), Cultures and organizations: software of the mind. New York: McGraw Hill,

John Fiske. (2004). Key Concepts in Communication and Cultural Studies(translated by Libin). Beijing: Xinhua Publishing House.

Liu, Z, L. Hu, G, Song & Zhang, H, B.(2003).On enterprise image and enterprise competitiveness, Commercial Research. (08),39-41. [In Chinese: 刘志林, 胡国松, 张红兵. (2003). 论企业形象与企业竞争力, 商业研究].

Paddison, R. (1993). City Marketing, Image Reconstruction and Urban Regeneration. Urban Studies, 30(2), 339-349.

Tankard Jr, J. W. (2001). The Empirical Approach to the Study of Media Framing. Framing Public Life. Routledge.

Van Doorslaer, L., Flynn, P., & Leerssen, J. (Eds.). (2016). Interconnecting Translation Studies and Imagology (Vol. 119). John Benjamins Publishing Company.

Wang, N. (2018).Translation and National Image Construction and Overseas Dissemination, Foreign Language Education. (05),1-6. [In Chinese: 王宁. (2018). 翻译与国家形象的建构及海外传播). 外语教学]

A Comparative Study of Chinese and English Smartphone Advertising

An Image Construction Perspective

Authors

Keywords:

Abstract

References

Downloads

Published

How to Cite

Issue

Section

License