%0 Journal Article %1 Cui2014 %A Cui, Ying %A Zhao, Yanli %D 2014 %J International Journal of Society, Culture & Language %K MTM16 cultura_china discurso_publicitario estrategias_publicitarias inglés investigación pronombres revista traducción_publicitaria %N 1 %P 25--36 %T The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and English %U http://www.ijscl.net/article\_3188\_6a022829259d833fc4a7129910ea4a0f.pdf %V 2 %X This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized via second-person pronouns and the imperative tone. In this study, we investigated the differences between Chinese and English advertising texts. The statistics based on the corpus demonstrated a tendency of using second-person pronouns in the English texts and using imperatives or the implicit way of second-person reference in the Chinese texts. Analyses were provided as to the adjustment made in advertisement translation, referring to the basic human needs and communicative principles.

@article{Cui2014, abstract = {This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized via second-person pronouns and the imperative tone. In this study, we investigated the differences between Chinese and English advertising texts. The statistics based on the corpus demonstrated a tendency of using second-person pronouns in the English texts and using imperatives or the implicit way of second-person reference in the Chinese texts. Analyses were provided as to the adjustment made in advertisement translation, referring to the basic human needs and communicative principles.}, added-at = {2016-11-27T20:18:59.000+0100}, author = {Cui, Ying and Zhao, Yanli}, biburl = {https://www.bibsonomy.org/bibtex/24230f820f39084da4f77b66c49ce7c86/marine.sander}, description = {Trabajo de investigación en inglés sobre el uso de la segunda persona en la traducción publicitaria entre el inglés y el chino.}, file = {:C$\backslash$:/Users/marin/AppData/Local/Mendeley Ltd./Mendeley Desktop/Downloaded/Cui, Zhao - 2014 - The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and Eng.pdf:pdf}, interhash = {6bdf436d300868ad48ea1f4c67882391}, intrahash = {4230f820f39084da4f77b66c49ce7c86}, journal = {International Journal of Society, Culture & Language}, keywords = {MTM16 cultura_china discurso_publicitario estrategias_publicitarias inglés investigación pronombres revista traducción_publicitaria}, mendeley-tags = {MTM16,cultura china,ingl{\'{e}}s,pronombres,traducci{\'{o}}n publicitaria}, number = 1, pages = {25--36}, timestamp = {2016-11-28T18:50:31.000+0100}, title = {The Use of Second-Person Reference in Advertisement Translation with Reference to Translation between Chinese and English}, url = {http://www.ijscl.net/article{\_}3188{\_}6a022829259d833fc4a7129910ea4a0f.pdf}, volume = 2, year = 2014 }