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An Analysis of Interpersonal Meaning of an English advertisement

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Sino-US English Teaching 2022年第1期19卷 10-16页

作者： TAN Xiaoyan ZHANG Yu School of International Studies Sun Yat-sen UniversityZhuhaiChina College of Foreign Languages Hainan UniversityHaikouChina

This paper adopts Halliday’s systemic functional grammar as the theoretical framework to make an analysis of interpersonal meaning based on an English advertisement from the perspective of mood,modality,and appraisal.In this way,it attempts to find out how interpersonal meaning is realized in this advertisement and how the advertising purpose is reached.Findings reveal that this advertisement contains a lot of personal resources to persuade readers to accept what is advertised.It presents advertisers’views which exact impacts on readers’attitudes and behaviors.Interrogative mood is frequently used and modal words are abundant.In terms of appraisal,high emotional values are employed.These resources together contribute to achieving the advertisement’s goal and realizing interpersonal meaning.

关键词： systemic-functional grammar advertisement interpersonal meaning

The Lexis Features of advertisement English

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陕西师范大学学报（哲学社会科学版） 2004年第S2期33卷 401-404页

作者：张高锋田建国西北工业大学人文与经法学院陕西西安710072

This paper is going to focus on the lexis characteristics of the advertisement English in stylistics. The lexis characteristics of advertisement include using the new form of the spelling of a word to attract the consumers’ attention; using the borrowed words to enhance the transmission effect of the advertisements; Frequent use of some verbs, adjectives to express the information and enhance the effect of language expression; Using the compounds in flexibility. Meanwhile, we could find out that some specific terms are used and the word used in advertisements show the gender.

关键词： advertisement English lexis feature Language expression

On the road to Mandalay: contribution to the Microhyla Tschudi, 1838(Amphibia: Anura: Microhylidae) fauna of Myanmar with description of two new species

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Zoological Research 2019年第4期40卷 244-276页

作者： Nikolay A. Poyarkov, Jr Vladislav A. Gorin Than Zaw Valentina D. Kretova Svetlana S. Gogoleva Parinya Pawangkhanant Jing Che Department of Vertebrate Zoology Biological FacultyLomonosov Moscow State UniversityMoscow 119234Russia Joint Russian-Vietnamese Tropical Research and Technological Center Nghia DoCau GiayHanoiVietnam Zoology Department Mohnyin Degree CollegeMohnyinKachin State 1111Myanmar A.N. Severtsov Institute of Ecology and Evolution Russian Academy of SciencesMoscow 119071Russia Zoological Museum of the Lomonosov Moscow State University Moscow 125009Russia Bansomdejchaopraya Rajabhat University Thon BuriBangkok 10600Thailand State Key Laboratory of Genetic Resources and Evolution Kunming Institute of ZoologyChinese Academy of SciencesKunming Yunnan 650223China Southeast Asia Biodiversity Research Institute Chinese Academy of SciencesYezin Nay Pyi Taw 05282Myanmar

We prese nt a morphological and molecular assessment of the Microhyla fauna of Myanmar based on new collections from central (Magway Division) and northem (Kachin State) parts of the country. In total, six species of Microhyla are documented, including M. berdmorei, M. heymonsi, M. butleri, M. mukhlesuri and two new species described from the semi-arid savarma-like plains of the middle part of the Irrawaddy (Ayeyarwady) River Valley. We used a 2 481 bp long 12S rRNA- 16S rRNA fragment of mtDNA to hypothesize gen ealogical relati on ships within Microhyla. We applied an in teg rati ve taxonomic approach combining molecular, morphological, and acoustic lines of evidenee to evaluate the taxonomic status of Mya nmar Microhyla. We dem on strated that the newly discovered populations of Microhyla sp. from the Magway Division represent two yet undescribed species. These two new sympatric species are assigned to the M. achatina species group, with both adapted to the seas on ally dry environments of the Irrawaddy Valley. Microhyla fodiens sp. nov. is a stout-bodied species with a remarkably enlarged shovel-like outer metatarsal tubercle used for burrowing and is highly diverge nt from other know n congeners (P-distancea8.8%). Microhyla irrawaddy sp. nov. is a small-bodied slender frog reconstructed as a sister species to M. kodial from southern India (P-distance=5.3%);however, it clearly differs from the latter both in external morphology and advertisement call parameters. Microhyla mukhlesuri is reported from Myanmar for the first time. We further discuss the morphological diag no sties and biogeography of Microhyla species recorded in Myanmar.

关键词： Narrow-mouth frogs Burma Indochina Magway Kachin Biodiversity Taxonomy mtDNA Morphology Acoustics advertisement call

A new species of the endemic Himalayan genus Liurana(Anura, Ceratobatrachidae) from southeastern Tibet, China, with comments on the distribution,reproductive biology, and conservation of the genus

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Zoological Research 2019年第3期40卷 175-184页

作者： Ke Jiang Kai Wang Yu-Fan Wang Cheng Li Jing Che State Key Laboratory of Genetic Resources and Evolution Kunming Institute of ZoologyChinese Academy of Sciences.Kunming Yunnan 650223China Sam Noble Oklahoma Museum of Natural History and Department of Biology University of OklahomaNorman OK 73072-7029USA Zhejiang Forest Resource Monitoring Center Hangzhou Zhejiang 310020China Funsome Nature Center Shenzhen Guangdong 518067China Southeast Asia Biodiversity Research Institute Chinese Academy of SciencesYezin Nay Pyi law 05282Myanmar

A new species of the genus Liurana Dubois,1986 is described from Medog County,Tibet,China,based on morphological and molecular data.The new species can be differentiated from all other congeners by the following combi nation of characters:(1)head wider than long;(2)tympanum distinct and large;(3)hindlimb long,tibiotarsal articulation beyond tip of snout when adpressed;(4)belly with flat tubercles,cloacal region with small tubercles;(5)transverse bands distinctly on dorsal limbs,four bands on thigh and three on tibia;and,(6)dark brown marbled patter ns or speckles on white belly.Here,we also discuss the distribution pattern of Liurana in the East Himalaya region,the role of the Yarlung Tsangpo River in the speciation and genetic isolation of congeners,the direct developmental mode of reproduction,and the two different ecotypes of the genus.Lastly,we provide conservation recommendations for the genus in southeastern Tibet.

关键词： advertisement call Biogeography Ecology Natural history Tibet Taxonomy

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Beijing Review 2008年第11期51卷 43-43页

CROSS-CULTURAL TALK BOOK LAUNCHED IN U.S. A book entitled A Friendly Dialogue Between An Atheist and A Christian,co-authored by Zhao Qizhen,former Minister of China’s State Council Information Office and Luis Palau,American Christian evangelist,was released in New York on February 20. The book is a collection of wide-ranging and in-depth discus- sions between the two authors on religion,culture,history and science in the past.In the book,

关键词： Pr Be advertisement In

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Beijing Review 2008年第16期51卷 33-33页

Polish Airlines launches direct flight to Beijing LOT Polish Airlines has decided to resume flights to the Far East,starting with a direct flight between Warsaw and Beijing.The inaugural flight from Warsaw to Beijing was made on April 2, 2008.Poland’s national carrier returns to the Chinese market after an absence of nearly 10 years. In view of the considerable growth of China’s economy,the rapid development of the Polish market and the increasing economic cooperation and tourist exchange between Poland and the People’s Republic of China,LOT Polish Airlines has decided to expand its flight network with new services to Far Eastern destinations.The first of these will be a direct flight from Warsaw to Beijing."The launching of flights to Beijing is the first step toward expanding our long-distance flight network to include Far Eastern destinations,"said Wojciech K dziolka,LOT spokesman."We want to fly to the destinations our passengers want to go to.Due to the close economic relations between Asian countries and Poland as well as the rest of Europe and an ever-increasing number of tourists traveling to this region,the Far East seems to be a natural destination for LOT,"added Mr. K dziotka.

关键词： World In advertisement KLM

Click through Rate Effectiveness Prediction on Mobile Ads Using Extreme Gradient Boosting

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Computers, Materials & Continua 2021年第2期66卷 1681-1696页

作者： AlAli Moneera AlQahtani Maram AlJuried Azizah Taghareed AlOnizan Dalia Alboqaytah Nida Aslam Irfan Ullah Khan College of Computer Science and Information Technology Imam Abdulrahman bin Faisal UniversityDammam34221Saudi Arabia

Online advertisements have a significant influence over the success or failure of your business.Therefore,it is important to somehow measure the impact of your advertisement before uploading it online,and this is can be done by calculating the Click Through Rate(CTR).Unfortunately,this method is not eco-friendly,since you have to gather the clicks from users then compute the CTR.This is where CTR prediction come in handy.advertisement CTR prediction relies on the users’log regarding click information data.Accurate prediction of CTR is a challenging and critical process for e-advertising platforms these days.CTR prediction uses machine learning techniques to determine how much the online advertisement has been clicked by a potential client:The more clicks,the more successful the ad is.In this study we develop a machine learning based click through rate prediction model.The proposed study defines a model that generates accurate results with low computational power consumption.We used four classification techniques,namely K Nearest Neighbor(KNN),Logistic Regression,Random Forest,and Extreme Gradient Boosting(XGBoost).The study was performed on the Click-Through Rate Prediction Competition Dataset.It is a click-through data that is ordered chronologically and was collected over 10 days.Experimental results reveal that XGBoost produced ROC-AUC of 0.76 with reduced number of features.

关键词： advertisement XGBoost random forest K-nearest-neighbor logistic regression click through rate

Impact of Internet advertisement and Its Features on E-Commerce Retail Sales: Evidence from Europe

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Journal of Software Engineering and Applications 2013年第11期6卷 564-570页

作者： Osama Harfoushi Bader Alfawwaz Bader Obeidat Ruba Obiedat Hossam Faris Department of Business Administration The University of Jordan Amman Jordan Department of Business Information Technology The University of Jordan Amman Jordan Department of Computer Information System Al-albayt University Mafraq Jordan

The stimulus to carry out this research is to investigate the relationship between internet advertisement and its features on the total E-commerce sales of the top five countries of Europe. The units of analysis are the individuals of UK, France, Italy, Germany and Netherland. Secondary data are collected from the reports of [1] (ADEX, 2010) and [2] (Eurostats, 2011). To empirically determine the relationship between independent variable and dependent variable in the European context, the study uses various statistical techniques, including OLS regression and correlation analysis techniques. The empirical findings indicate that the Internet advertisement features of search advertisement and classified advertisement have positive significant relationship with the E-commerce sales in Europe. The empirical findings indicate negative significant relationship of display advertisement with the E-commerce sales in Europe. However, this variable is also justified with the help of literature. Findings also demonstrate that search advertisement has strong positive relationship and it generates positive influence for the E-commerce sales as compared to the classified advertisement and display advertisement. Firms and marketers which are investing in online advertisement will find these results useful as they can get better sales and can use these features of online advertisement in order to maximize the sales of their products and services.

关键词： Features of Internet advertisement Display advertisement Search advertisement Classified advertisement E-Commerce Sales E-Commerce Sale in Europe

On Equivalence in Advertising Translation

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Journal of Literature and Art Studies 2022年第6期12卷 661-666页

作者： LIU Ke GAO Wen-cheng University of Shanghai for Science and Technology ShanghaiChina

Advertising translation as a type of intercultural communication and a result of international commercial communication increasingly draws the translators’attention and develops as a subject of study.To preserve the commercial attribute of the original text and ensure that the translation retains the connotation and flavor of the original text as much as possible,the translation of advertisements should follow three principles of equivalence,which are semantic equivalence,socio-cultural equivalence,and formal equivalence.The paper analyzes how to translate qualified advertising translations in terms of equivalence and introduces three translation approaches which are free translation,corresponding translation,and indirect translation that can be adopted to reach these equivalence in advertising translation.

关键词： advertisement advertising translation equivalence