Knowledge and skills for the digital era academic library

Technology has altered the traditional academic library beyond recognition. These dramatic changes have impacted significantly on the knowledge and skills requirements for LIS professionals practising in this environment. While there have been studies in other parts of the world which have investigated the knowledge and skills requirements for the digital era academic library environment, to date no comprehensive study has ‘drilled’ down into this area in the South African context. This paper reports on a preliminary study which is part of a wider study aimed at developing a comprehensive skills statement which would provide an objective framework against which professional LIS practitioners in the modern academic library environment in South Africa may both measure their existing competencies and also identify the need for further skills acquisition. The research question guiding this preliminary investigation was: What key knowledge and skills are required for LIS professionals to effectively and efficiently practise in a digital era academic library in South Africa? The triangulated findings (using content analysis of job advertisements and semi-structured interviews) from this preliminary investigation are used to ascertain an initial picture of key knowledge and skills sets required for LIS professionals in this environment. These preliminary findings also proved useful in teasing out some of the parameters for the wider study targeting the development of a comprehensive skills statement for higher education libraries in South Africa. The study reported here has relevance for the academic library context in other parts of the world as well.     

归化与异化在广告词翻译中的辩证统一

归化和异化作为两种常用的翻译手段似矛盾般对立存在。二者究竟该如何取舍一直为翻译界所争论。然而,在强调这个矛盾的对立面时,其统一的本质也不应被忽视。归化和异化的辩证统一性在广告词的翻译中较为突出。广告词的翻译要以广告的目的和效果为前提,适度选择归化或异化。只有遵循适度原则才能使商品在异国畅销的同时,也能兼顾文化传播交流的目的。     

浅议广告在现代社会的重要作用

广告是一种传播工具,是将某一商品的信息,通过一定的传播媒介传送给消费者;社会市场竞争激烈,好的产品必须借助于广告宣传,只有通过适当的广告宣传活动,将产品打出去,将自己的企业形象树立起来,才能形成自己的品牌和口碑,从而使企业在商海中立于不败之地。广告创意的重要性在于广告所能阐述传达的效果。     

国内电视广告实例分析研究--以央视及省地级电视台为例

本文从宏观与微观视角,基于央视及省地级电视台电视广告之实例分析,描述了我国当前国内电视广告发展的基本态势,从不同级别的电视广告入手,发现电视广告的广告类别与传统文化、地域文化及社会消费文化有密切关联,面向全国性质的央视频道,其电视广告类别受传统文化影响较大,而地方电视台电视广告在受前述因素影响的同时,兼顾后两种文化因素。     

中文网络广告中英汉语码转换的顺应性研究

在以往学者对语码转换研究的基础上,运用Verschueren提出的顺应论和于国栋的顺应性模式对中文网络广告中语码转换进行顺应性分析。首先,对中文网络广告中的英汉语码进行了简单的分类。其次,分析了广告文字撰写者在广告语篇中采取英汉语码转换的原因,以期为广告语设计者提供一些启示。     

教育统制思想论述——以《大上海教育月刊教育统制专号》为中心的考察

教育统制思想的兴起与九一八事变之后国内思想发展的脉络相关,更是直接针对当时的教育放任所带来的弊端而来。支持教育统制者希望通过强有力的国民政府教育部的领导和管理,实现教育的有计划、有组织的,科学化的发展,从而实现教育振兴,为国家的复兴奠定基础。这种以国家为主导的教育统制,是20世纪30年代国进民退高潮在教育领域的重要体现。此后教育统制逐渐从思想走向行动,对其后的教育发展产生了深远的影响。     

Translation of Lexical Stylistic Devices from English to Chinese in Commercial Advertisements

With rapid development of China,a growing number of foreign products are entering the Chinese market.An excellent translation of a product’s advertisement from English to Chinese undoubtedly contributes to its successful promotion in the Chinese market.Although the translation practice contains multiple difficulties,the translation of lexical stylistic devices is a big challenge for translators.It is not simply because lexical stylistic devices are diverse and various in form,but also because most devices involve linguistic and cultural differences between English and Chinese.This thesis analyzed a number of current English to Chinese translations of the devices in commercial advertisements,which mainly come from two translation scholars’works and official websites of world-known brands.By analyzing the selected data,seven translation strategies are found to be the major translation strategies in this respect,namely literal translation,free translation,flexible translation,extended translation,adaptation translation,compensation translation and amplification translation strategies.Moreover,a number of linguistic and cultural issues which need to be considered by translators are also illustrated here.     

后女权主义视角下的“女性赋权广告”及其跨文化赋权差异

从"后女权主义"的视角对"女性赋权广告"进行概念解读,并参考前人研究成果,结合"女性赋权广告"的典型案例,提取出"女性赋权广告"的三个主要赋权维度:"身体与外貌""身份与价值""目标与梦想"。在这三大赋权维度下,"女性赋权广告"鼓励女性追求"自我实现""自我接纳""自我赋权"。最后,从跨文化视野考察国际企业的女性赋权广告在不同文化间所体现出的赋权差异,扩展了学界对"女性赋权广告"研究理论层面的关注,展示了跨文化视角下国际企业在不同社会文化语境下对女性赋权广告的探索。