I am me, but who are you and what are we?: The translation of personal pronouns and possessive determiners in advertising texts

Smith, Karen Louise

doi:10.1515/mult.2004.013

Cited by 15 publications

(12 citation statements)

References 2 publications

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“…The characteristics of the target group can also play a role as marketers' decisions appear to take into account the speakers' relative age or their relative social status (Norrby & Warren, 2012). For instance, if their target is older, marketers might choose formal address, and if it is younger, informal address (Norrby & Warren, 2012; Smith, 2004). However, previous research has not looked at the impact of the nature of the brand.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Consumer preference for formal address and informal address from warm brands and competent brands

Leung

Lenoir²,

Puntoni

et al. 2022

J Consum Psychol

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With the exception of Modern English, the world's major languages present advertisers and service providers with a choice: whether to address consumers using informal or formal pronouns (e.g., tu or usted in Spanish). Yet, no research has investigated the impact of informal and formal address on consumer responses.In this paper, we show that brand personality affects consumers' preferences for, and responses to, pronominal address. In five studies, we establish that informal address is more likely to be preferred, and elicits higher preferences and more positive responses, when used by warmer brands; whereas formal address is more likely to be preferred, and elicits higher preferences and more positive responses, when used by more competent brands. These effects are replicated using a variety of contexts and designs. The implications of these findings are discussed.

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Section: Conceptual Backgroundmentioning

confidence: 99%

Consumer preference for formal address and informal address from warm brands and competent brands

Leung

Lenoir²,

Puntoni

et al. 2022

J Consum Psychol

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“…That's the American Way." Smith (2004) noted that this style of communication in marketing is very common as it allows advertisers to establish a direct relationship between both parties. Examples of this are the pronouns "we" to imply authority and power and "you" to personally engage the audience.…”

Section: • She Only Wants What's Best For Youmentioning

confidence: 99%

A Critical Discourse Analysis of a Vintage American Airlines Advertisement

Dover¹

2021

LANGLIT

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Critical Discourse Analysis (CDA) is a rapidly increasing area of study used by Applied Linguists to examine discourse, that is spoken or written communication, found in areas such as education, media and politics. CDA studies focus on the relationship between society and discourse and how the use of language reinforces already established societal roles. This paper focused on a vintage American Airlines advertisement of 1968 which is a classic example of utilitarian advertising that purported a false reality of air travel in the late 20th century. Using the three-dimensional CDA framework designed by Fairclough (1989) the results showed a manipulation of gender roles by the advertisers intended to appeal to the male dominated passengers of the airline. Primarily, the alignment of air hostess with that of a mother. The maternalisation of this profession reflected the advertisers’ views of the time and in a wider societal perspective, power inequalities between men and women.

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“…"Jun" generally refers to the rulers (like the husband, or emperor) and "lang", the ruler's (or emperor's) officials, while "qie" represents a sinful or slave woman 3 , which suggests that the husband is superior and powerful, while the wife is inferior and obedient (Tao, 2019(Tao, : 1437. Due to different cultural and linguistic traditions, these two personal pronouns qie and jun in the original poem are replaced as "I" and " you" or "my" and "your" in both translations, showing equal position or equivalent status and promoting to create a one-to-one relationship (Smith, 2004), which possibly leads to the loss of China's ancient ethical values but creates a new one that meets the expectations and traditional notion of equality among the western readers (Chen, 2008: 145). Consequently, this difference or deviation in translating personal pronouns brings about the deficiency of interpreting the third political theme in both translations.…”

Section: Choices Of Text Complexity: How Does the Wife Organize Her Tmentioning

confidence: 99%

Recreating the Image of a “Chaste Wife”: A Multi-functional Analysis of Two Translations of Li Po’s Changgan Xing

Tao

Chen

2019

IJCLTS

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This article investigates the image of a “chaste wife” recreated in two English translations of ancient Chinese poet Li Po’s Changgan Xing from the perspective of systemic functional linguistics (SFL). Based on three metafunctions of SFL, respectively ideational, interpersonal and textual, the linguistic choices of the poet and translators are measured from the transitivity and text complexity on what the wife does and how she organizes her thoughts; from the mood and modality on how she interacts with her husband, and the theme and rheme on how she unfolds and foregrounds her concerns. Since translating is a process of making choices, the analysis shows that both translations reproduce the first and second level of poetic themes about love in the original poem but lose the third political theme. Besides, Pound tends to follow an imaginative and creative translation, thus recreating a bashful and innocent image of a young “chaste wife” in a direct and explicit way, while Waley aims at literal translation and presents a more courageous and considerate image of a mature “chaste wife” in a relatively complex and implicit way. It is argued that the context of translation, including the translator’s knowledge of the source language, translation strategies and intended readers, plays an important role in the translator’s seemingly unconscious choices of interpreting and presenting poetic themes, thus recreating different images of a same character.

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I am me, but who are you and what are we?: The translation of personal pronouns and possessive determiners in advertising texts

Cited by 15 publications

References 2 publications

Consumer preference for formal address and informal address from warm brands and competent brands

Consumer preference for formal address and informal address from warm brands and competent brands

A Critical Discourse Analysis of a Vintage American Airlines Advertisement

Recreating the Image of a “Chaste Wife”: A Multi-functional Analysis of Two Translations of Li Po’s Changgan Xing

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