Volume 8 Number 2 December 2022

A Case Study of the Subtitle Translation of a Short Video from the Perspective of Three-dimensional Transformation of Eco-Translatology

Authors: WANG Leyang ; LIU Dingfang
Pages: 32-38
In the context of the rapid development of new media and the globalized transmission of short videos, the quality of subtitle translation needs to be improved. Based on the theory of Three-dimensional Transformation of Eco-translatology proposed by Professor Hu Gengshen, this paper analyzes the subtitle translation of the short video The "Story of Spring" in Xiong’an, aiming to explore how to apply the approach of translation adaptation in different cultural backgrounds from the three dimensions of language, culture, and communication to improve the quality of video subtitle translation. Through the case study of short video subtitle translation from the perspective of Eco-translatology, this paper tries to provide some constructive suggestions for researchers and translators in related areas.

A Case Study on McDonald’s Advertisements from the Perspective of Intercultural Communication

Authors: Xiao Yuxin ; Wang Weichao
Pages: 22-31
It is accepted that domestic advertisements cannot be simply translated and then put in other countries and regions directly since cultural differences and misunderstandings are common in intercultural communication. Under the guidance of Hofstede’s Cultural Dimension Theory, this paper, taking McDonald’s advertisements as examples, aims at analyzing why does McDonald’s put different media advertisements in different countries and regions and how Hofstede’s Cultural Dimension assists the design of advertisements? With qualitative content analysis, we find that McDonald’s usually employs elements related to “we” such as family or friendship to design advertisements for cultures characterized by collectivism. Secondly, different dimensions would be elaborated in one advertisement at the same time. Besides, subcultural factors such as homosexuality or street dance are common in advertisements launched in feminine societies. Lastly, leisure time or entertainment is usually taken to design advertisements by McDonald’s for short-term orientated countries and regions.