E-marketing strategies for Nestle

E-marketing strategies for Nestle Consumers buying behaviour and want often changed rapidly as the trend of the market and the current fad had worked closely with the advancement of technology. Marketing has also moved to helping the buyer to buy rather than the traditional way of advertising that more towards to helping seller to sell which lead to companies to use the Internet as the effective tool to provide the customer with information and gained their buying decision whilst develop a lasting relationship. (Charlesworth, 2009). There are numerous of companies set up their business online, as a result, each business owner has to come out with new and appropriate e-marketing strategies in order for their company to be one step further or stay competitive with its rivals. As in the food manufacturer industry, Nestlà © (M) Bhd. had growth and made expansion throughout Malaysian which became the trusted names in every household from generation to generation. As to move along with the current fab, Nestlà © (M) Bhd a lso breaking its traditional ways of advertising and penetrate into the Internet world in order to stay on top of the summit of food manufacturer leader in the country and increase the company Return on Investment. 2.0 Introduction E-business has become in vogue because of it benefits such as cost effective, enable better customer relationship, gaining competitive advantage and etc. By making the appropriate and critical use of e-marketing strategies and practices through Internet, companies can achieve their objectives and sustain competitive advantage over its rivals. As for this report, Nestlà © (M) Bhd. will be chosen as the case study. Nestlà © Malaysia is the food manufacturer which manufactures its products in 7 factories and operates from its head office in Mutiara Damansara, and 6 other offices in Malaysia. Nestlà © Malaysia manufactures more than 300 Halal products with the brand name such as MILO, NESCAFÉ, MAGGI, NESPRAY, KIT KAT and etc. (See Appendix 1 for Nestlà © Malaysias history) In this business report, it illustrates e-marketing strategies of Nestlà © (M) Bhd. that can be adopted to achieve the objective of the company, which are likely to produce the best of Return on Investment (ROI). In order to achieve this objective, Nestlà © (M) Bhd. can: Build and market Nestlà © Brand via internet Advertise and attract more online users to Nestlà ©s website Improve online sales and boost business profit Develop and build relationship with customer base The e-marketing strategies recommended to Nestlà © (M) Bhd. to implement to achieve the company Return of Investment (ROI) as mentioned above are website development, viral marketing, affiliate marketing, search engine optimization (SEO), domain name, online advertising and email marketing. 3.0 E-marketing Strategies Nestlà © Malaysia can be Adopted to Achieve the best of Return on Investment (ROI) 3.1 Website Development To achieve the objective of Nestlà © Malaysia to produce the best of Return on Investment (ROI), developing and designing a good website is the most important and initial stage in the e-marketing strategies. Based on the Internet World Stats (Figure 1), Asia has the highest percentage of Internet users in the world; this shows that Asia is an Internet-mature country among the world and this indicates a potential online market whereby Internet is currently a fad tool for them to look for information, therefore, a quality website design is a key to attract more online users to Nestlà © Malaysias website. 3.1.1 Presentation Based on Dr. Wilson (2003), the splash pages which is the home pages with dancing logos powered by Macromedia Flash technology designed to annoy and turn away visitors before they reach the real home page. Charlesworth, (2009) states that a website should be designed for its target readership and is easy to find information. In the case of Nestlà © Malaysia, some of the webpage of it brands such as NESLAC, MAGGIE are designed with Flash type technologies. Nestlà © Malaysia can improve on this area because a web page is designed for key audience and sending messages around their needs and glossy graphic form the Flash will grabs attention and brand association from the audience. (Tobin, 2008). Nestlà © Malaysia also has to ensure that the entire site is consistent, with every page in the site is follow the same layout and structure. Besides, in terms of the subject of the page width, the site should be user printed friendly by setting the page width not more than the maximum width of 750 pixels to conveniences the visitors when they want to do print-out from the site. The site also should avoid using the large images especially on the front page as this will slower down the download time of the site and simply turn away the impatient web users. (Charlesworth, 2009). 3.1.2 Usability According to Charlesworth (2009), website usability is to aid visitor to achieve their objectives for visiting the site in the simplest as easiest way. Most of the Internet users are used to a certain user interface elements where they usually reluctant to learn or adapt new thing with just to use the website. Nestlà © Malaysia should design its sites with a clear categorization of its brands. In a case of a user would like to look for the information regarding Growing Up Milk, the site should easily link to the user, e.g. Brands > Milk > Growing Up Milk > NESPRAY. This is vital as a smooth visitors flow will definitely adding percentage of turning an Internet browser into e-shopper. As Nestlà © Malaysias website comes along with many pages with its myriad of product brands, the navigation of the site should be taking into account. This is because some of the users might not arrive on the front page when they enter the site, so there is a possible risk for this potential users might not aware of other content from the site. Nestlà © Malaysia should ensure that the in-site search facility they provided will offer a marketing message, i.e. search again, whenever there are no matching products for the users particular search. 3.1.3 Content According to Chen Barnes (2007), shoppers make purchase decisions based on the information provided by the sites. Besides, content is being recognized by the users where a successful Internet presence has always been about effectively delivery of the information of the visitors wants Content is king!. Nestlà © Malaysia should always -update the content of its site by providing the latest and useful information of the product for each of its brands. Nestlà © Malaysia also can give a description of ingredients used, dietary exchange per serving and allergen information such as eggs, milk, soy to steer clear of consequences of customers who are allergic to certain ingredients of each of its brand products. By adopting the web as a commercial medium, Nestlà © Malaysia can benefited in a way that it can deliver its products such as products promotion, newly launched products through a direct and information oriented manner to the web users. This can help Nestlà © Malaysia to lower their cost for postage, printing cost, television commercial cost that incur when using the traditional advertising. 3.2 Viral Marketing Viral marketing have the extremely powerful effect in the form of word-of-mouth advertising techniques which utilizes the popularity of online social networks, forums, email, blogs and other resources to deliver marketing message and hence bring exponential business growth. Nestlà © Malaysia can market and build its brands through these channels such as Facebook, MySpace, Tagged, Twitter. According to Figure 2, more than 30 billion pieces of content such as web links, news stories, blog posts, notes, photo albums, etc had been shared each month in Facebook. Nestlà © Malaysia can use Facebook to build the brand of its products as the company can target these number of users in Facebook to promote the brands. For instance, Jane a Facebook user who shared her newly experiences on the taste of Nestlà © new products, MAGGI ® TASTYLITEà ¢Ã¢â‚¬Å¾Ã‚ ¢ Atta Whole Wheat Instant Noodle by uploading pictures of her having the noodles will certainly draw the attention of her Facebook users friends to browse on the Nestlà ©s website. This can lead to the increase of sales of Nestlà © and helps Nestlà © to achieve the Return on Investment. Based on the graph above (Figure 3), the numbers of visitors to Twitter.com in May are exceeding 20 million. The users of Twitter often post their daily status on their account and many user of Twitter will follow their friends tweets. This can help Nestlà © if for instance, Alan a Twitter user who satisfy after experienced with Nestlà © products and posted the review on his Twitter account, this will more likely to let his friend who follow his tweet will make purchase of Nestlà ©s product if they have read positive comments from the tweet. 3.2.1 Criteria that requires for Successful Viral Campaign Nestlà © Malaysia has to ensure that the information on its site is: Easy to forward For instance, Nestlà © should making sure that its website enhance a good usability techniques that will make the receiver to pass the information of the sites on to others. The Nestlà © site can add in the email to a friend button on every product so the visitors can easily share the information with their friends. (Charlesworth, 2009) Right target audience Nestlà © Malaysia can provide more details information regarding the products so that the receiver will realize which message are suitable to forward to their friends. Take for example, the dairy products from Nestlà © Malaysia can be range from growing up milk to adult milk, therefore, Nestlà © should categorized its products accordingly so that the consumers will only forward the message to their friends in accordance to their needs. (Charlesworth, 2009) Message is placed where it can be seen Nestlà © Malaysia not only can target its products information message and ads on mailing list but it only can place them on an appropriate website, blog. For instance, Nestlà © Malaysia can place its product on the local famous food blog such as Criz Bon Appetite blog because there were many blog viewers who followed the blog and therefore they will also notice on Nestlà ©s ads. (Charlesworth, 2009) 3.3 Affiliate Marketing There were many types of affiliate marketing such as Pay-Per-Click (PPC), Pay-Per-Sale (PPS) advertising, loyalty websites, email lists and etc. Nestlà © Malaysia can use affiliate marketing as one of its marketing strategy to improve its sales while build up its brand and finally lead to produce the best of Return on Investment. For example, Nestlà © Malaysia can advertise its products in ClickBank.com where Nestlà © Malaysia itself become the vendor in ClickBank and wait for the affiliate marketers in ClickBank to promotes its products. Then, the marketers in ClickBank will promote the Nestlà © products on the Internet, if any buyers who click and browse on the marketers link, ClickBank will charge on Nestlà © in the share profits basis upon a successful purchase. This type of charging are knows as Pay-Per-Click (PPC). One of the advantages of Nestlà © through this strategy is that it will have a wider place to sell its products and the more websites that publish by the marketers will naturally provide more customers and create more sales. As through this strategy, it will help Nestlà © to build up the brand name of and at the same time increase sales volume and achieve time efficiency. 3.4 Search Engine Optimization (SEO) Search engine optimization is one of the very potent e-marketing approaches that can help Nestlà © Malaysia in achieving its objective of producing the best of Return on Investment by increase the traffic to its website. This can be done by enhancing the visibility and accessibility to Nestlà © Malaysia website from search engines such as Google, Yahoo!, Baidu and etc. According to the Jupiter Media Metrix, surveyed resulted that 47% of web users said that the most common way they find products or online stores is through search engines. The top 10 results to the search query get 78% more web traffic as compared to the subsequent listing. (Strauss, El-ansary, and Frost, 2003). 3.4.1 Comparison of daily traffic rank trend between Nestle Malaysia Berhad Unilever Malaysia from Jun-Aug10 of both Based on Figure 4 5, Nestle Malaysia ranked number 205,070 while Unilever Malaysia ranked number 1,199,354 in the world according to the alexa traffic rank. This indicates that Nestle Malaysia had a very low percentages visitors visit on their sites as compared to its competitor, Unilever Malaysia. The fraction of visits to the site referred by search engines for Nestle Malaysia is roughly 11% while approximately 45% for Unilever Malaysia. Unilever Malaysia is relatively popular among users in the city of Kuala Lumpur which ranked #14,163. Figure 6 illustrates that Google dominated the market share of search engine in Asia which is about 86.30 percent out of the total market share. In order to gain competitive advantage and to increase the website traffic, Nestlà © Malaysia should adopt search engine optimization strategy through the famous search engines Google. Besides, Ottos Cookies also can place their advertisement in Google AdSense so that online users will aware of Ottos Cookies website that appeared on the various websites of Google. This also can help Nestlà © Malaysia to gain more visitors to their websites. 3.4.2 Advantages of Search Engine Optimization (SEO) The advantage of search engine optimization is that it can deliver Nestlà © Malaysia website among the top ranked sites in the web. There will be a greater likelihood of internet users visiting Nestlà © Malaysia website if it is ranked on top of the first page as compared to the website ranked at third or latter page of search engines. Moreover, search engine optimization also aids Nestlà © Malaysia in promoting the brand on the related award Nestlà © Malaysia has won such as the Asian Marketing Effectiveness Awards (AMEA) 2007 from the NESCAFÉ Kick-Start category. This will definitely lead to the visitors decision and assist visitors to come up o purchasing Nestlà © Malaysia products. 3.5 Domain Name The domain name of the company is the fundamental when considering the website as the company brand. According to Murphy and Scharl (2007), an effective online presence is crucial to a brands internet success whereby a successful online presence came in place. This can be successful when customers can found the brand name when they type the brand name followed by the global or the country suffix in the search engines. By using the company trademark or its brand name can certainly helps consumers to quickly find the site and adds power to the brands. (Strauss, El-Ansary, and Frost, 2006). This is added-value to Nestlà © Malaysia which registered the domain name with the local country suffix as nestle.com.my. Besides, Nestlà © Malaysia also can create multiple domain names to cover variations of it products brand as well by using the top search engines- Google to promote its domain name. This can help Nestlà © Malaysia to promote its websites and attain more online users to its site. 3.6 Online Advertising Nestlà © Malaysia objective is to produce greater Return on Investment by creating brand awareness of the public through the medium of Internet. As for this, Nestlà © Malaysia can use the online advertising as it is the powerful tool to start and strengthen relationships with customers in brand promotion. Nestlà © Malaysia can place their advertisements of their various brand of product through the web. For instance, Nestlà © Malaysia can apply one of the forms of paid advertising models such as Pay-Per-Click (PPC). (Charlesworth, 2009). By using Pay-Per-Click advertising, Nestlà © Malaysia can place their advertisement in Google AdWords whereby Nestlà © Malaysia advertisement will appear in the search results of Google when people search on Google using one of its keywords. For instance, the keywords of good food, good life will immediately link Nestlà © site on top of the search engines. Nestlà © Malaysia will only have to pay to Google on performance when the users click on the advertisement of Nestlà © Malaysia. However, the keyword bid in Google also might be affected by the Clickthrough rate (CTR). The keyword bid of Google are depends on its quality score. If the previous ads of Nestlà © Malaysia had been attracting many clicks from the users, naturally this good track of record will gain more credit. This is a disadvantage for the first time advertisers as they will be penalized as they do not have record of history. (Charlesworth, 2009). With the increase number of information, people and time spend on Internet; Nestlà © Malaysia can easily promote its brand through online advertising. Besides, by using the Pay-Per-Click advertising, Nestlà © Malaysia can easily track the number of people who gets to know their advertisement and this can help them to trace the popularity of their brand in the Internet and also the effectiveness of their advertisement. Moreover, Nestlà © Malaysia also can advertise its brands on the blog and forum in the form of banner ads. For instance, the famous social media sites such as Blogger, Lowyat.net forum and etc. There is also community websites where Nestlà © Malaysia can post its ads as the content of the community websites is decided by the community members. (Charlesworth, 2009). In addition, online advertising also has greater range as compared to publications such as TV advertising which cater to a particular geographical area. As Internet can reach people around the world, Nestlà © Malaysia brand will be recognized globally and hence this can create business opportunity by bringing Nestlà © Malaysia out of the country. 3.7 Email Marketing Nestlà © Malaysia can specially create lists of consumers who agree to receive email to have the privileges to redeemed special rewards such as gift certificate from Nestlà © Malaysia to attract consumers to give them permission to email them on relevant news from Nestlà © Malaysia. This can attract more consumers to visit their website and at the same time brush up Nestlà © Malaysia brand name. Additionally, Nestlà © Malaysia can request the consumers email address and information used to registers a site when they make an online or offline purchase. By doing so, Nestlà © Malaysia actually can give online memberships to their customers who register to their websites and for every new registered customers will entitle extra discounts when make purchase on their products. This can help Nestlà © Malaysia to targets their consumers based on geography, age, income, spending powers and etc. Nestlà © Malaysia gets to build and maintain the relationship through a variety of communications such as newsletters, special offers or promotions to members, and customer services. With email marketing, Nestlà © Malaysia can transmit their email about the company products and services promotions instantly to the potential customers with literally just the click of a mouse and this factor already make email marketing strategy an extremely cost effective. In addition, as compared to offline normal postage, email advertising is faster and convenient. There are also no printing and postage charges required for email advertising. 4.0 Conclusion and Recommendation It is important to Nestlà © Malaysia to have a better understanding on how the e-marketing strategies will bring effects towards achieving the company objective of producing the best of Return on Investment. Applying the appropriate strategies based on the company needs will help the company to stay competitive and stand strong in the market. In order to be better and having more opportunities than the rivals, the e-marketing strategies that chosen by the company also must compatible with current fad of the market and be creative from others in the sense that it also should applicable to the company. (3310 words) 5.0 Harvard Referencing 5.1 Book Resources Charlesworth, A., 2009. Internet marketing: a practical approach. Slovenia: Butterworth-Heinemann. Strauss, J., El-Ansary, A. and Frost, R., 2006. E-marketing. 4th ed. United States of America: Pearson Prentice Hall. Turban, E., King, D., Viehland, D. and Lee, J., 2006. Electronic Commerce A Managerial Perspective. 4th ed., United States of America: Pearson Prentice Hall. 5.2 Electronic Resources Alexa Internet, 2010. Nestle Malaysia Berhad. [Online] Available at: http://www.alexa.com/siteinfo/nestle.com.my# [Accessed 20 August 2010]. Alexa Internet, 2010. Unilever-static Version. [Online] Available at: http://www.alexa.com/siteinfo/unilever.com.my [Accessed 20 August 2010]. Available at: http://www.crizfood.com/ [Accessed 15 August 2010]. ClickBank, 2010. [Online] Available at: http://www.clickbank.com/index.html [Accessed 16 August 2010]. Facebook ,2010. Press room: Statistics. [Online]. Available at: http://www.facebook.com/press/info.php?statistics [Accessed 18 August 2010]. Folio Snap, 2010. Twelve reasons not to have flash website. [Online] Available at: http://www.foliosnap.com/whynotflash.php [Accessed 10 August 2010]. Google AdSense. Maximize revenue from your online content. [Online] Available at: https://www.google.com/accounts/ServiceLogin?service=adsenserm=hidefpui=3nui=15alwf=trueltmpl=adsensepassive=truecontinue=https://www.google.com/adsense/gaiaauth2followup=https://www.google.com/adsense/gaiaauth2hl=en_US [Accessed 22 August 2010]. Google Adwords. Advertise your business on Google. [Online] Available at: https://www.google.com/accounts/ServiceLogin?service=adwordshl=en_USltmpl=adwordspassive=trueifr=falsealwf=truecontinue=https://adwords.google.com/um/gaiaauth%3Fapt%3DNone%26ugl%3Dtruegsessionid=dv6snIDEoVr750b7WVNf8g [Accessed 25 August 2010]. Internet World Stats, 2010. Internet Users in the World Distribution by World Regions 2010. [Online] (Updated 30 June 2010) Available at: http://www.internetworldstats.com/stats.htm [Accessed 9 August 2010]. Maggie, 2010. Lets masak-masak. [Online] Available at: http://www.maggi.com.my/ [Accessed 9 August 2010]. Murphy, J., Scharl, A., 2007. An investigation of global versus local online branding. International Marketing Review, [Online] 24(3), pp. 297-312. Available at: http://www.emeraldinsight.com/10.1108/02651330710755302 [Accessed 8 August 2010]. Nestlà ©, 2010. Neslac excella gold. [Online] Available at: http://www.excellencebeginsyoung.com.my/ [Accessed 8 August 2010]. Nestlà ©, 2010. Nestlà © insights: Awards and Recognition. [Online] Available at: http://www.nestle.com.my/Nestle+Insights/Corporate+Information/awards.htm [Accessed 23 August 2010]. Nestlà ©, 2010. Nestlà © insights: Awards and Recognition. [Online] Available at: http://www.nestle.com.my/Nestle+Insights/Corporate+Information/awards.htm [Accessed 23 August 2010]. Nestlà ©, 2010. Nestlà © insights: Nestlà © in Malaysia. [Online] Available at: http://www.nestle.com.my/nestle+insights/corporate+information/nestleinmalaysia [Accessed 8 August 2010]. StatCounter Global Stats, 2010. Top 5 search engines in Asia from Jan 10 to Aug 10. [Online] Available at: http://gs.statcounter.com/#search_engine-as-monthly-201001-201008-bar [Accessed 21 August 2010]. TechCrunch, 2010. Costolo:Twitter now has 190 million users tweeting 64 million times a day. [Online] Available at: http://techcrunch.com/2010/06/08/twitter-190-million-users/ [Accessed 15 August 2010].

The Theoretical Framework For The Translation English Language Essay

The Theoretical Framework For The Translation English Language Essay The commentary will be divided into three sections. The first section will introduce the source text, establish the theoretical framework for the translation, define the translation brief and carry out a comparison of the functions of source and target texts. The next section will focus on defining and analyzing the strategies implemented in the translation by providing examples from within the translation. The final section will be a conclusion of the preceding sections. Source Text The source text is an article titled Xin, Da, Ya: On Yan Fus Translation Theories and was written in Chinese by Professor Wong Wang-Chi of the Chinese University of Hong Kong. The article was first published in the Journal of Translation Studies by the department of translation at the Chinese University of Hong Kong in 1997. Later it was published collection of works by author Wong in a book titled a Study of 20th Century Chinese Translation studies:Re-interpretation of xin, da and ya, by Shanghai Orient Press in 1999. The article contributes to the continuous academic debate among Chinese translation scholars on Yan Fus translation theory; xin, da and ya. Wong attempts to provide clearer interpretation of Yan Fus translation theory which had previously received much criticism claiming that it was flawed, inappropriate and contradictory. Due to the nature of text, it inevitably contains a large amount of theory-based content. The article was written with regard to Yan Fus translation preface of Tian Yan Lun, a translation of Huxleys Evolution and Ethics (1893). In this preface Yan Fu introduced his translation theory and it is therefore for this reason that Wongs piece contains large number quotations from Yan Fus preface; a preface which was written in classical Chinese prose in 1898, five years after the original was released. The fact that Yan Fus original translation was written in classical Chinese prose and obviously was published in the 19th century means that the way it is interpreted since then has been in constant debate. The combination of theory with both classical Chinese prose and modern Chinese means the task of translation was complex. The function of the original is to provide Chinese translation and literature fields with a fresh outlook on Yan Fus translation theory in response to previous criticism. It aims to change the critical way in which many scholars have looked upon this theory by allowing the reader to see Yan Fus theory in a different light. Deep down Wongs motives are clearly to defend Yan Fu and put right those previously who have misunderstood Yan Fus theory and then gone on to misrepresent Yan Fu in the field of translation studies. The target audience of the source text are Wongs fellow translation studies scholars and those students who are studying translation studies at least at undergraduate level. This is due to the heavy reliance on examples in classical Chinese prose throughout the text and the style of the authors writing. The text possesses a corrective and educative nature. Theoretical Framework A Brief Background A Functionalist Approach The theoretical framework chosen for this translation is a functionalist approach. The functionalist approach was first suggested by Kathrina Reiss in 1971 (2000:92), it developed further in the 1970s and 80s in Germany and was focal to the shift from predominantly linguistic and rather formal translation theories to a more functionally and socioculturally orientated concept of translation (Schaffner 1998:235). It was a shift that Gentzler described as one of the two most important theoretical developments in translation studies over the past two decades (2001:70). This aproach notably has been developed by a number of scholars in german language countries, including Kathrina Reiss, Hans Vermeer, Mary Snell-Hornby, Christiane Nord and Justa Holz-Manttari (2001:69). The functionalist approach not only allows for greater emphasis to be placed on the target text, but also provides a framework to evaluate better the role of the translator, something that previous theories failed to accom modate. The functionalist approach consists of a number of fundamental principles; All strategies are determined by the function of the translation. The function is defined by the commissioner through the translation brief. The function of the translation need not be identical to that of the original. A translation that achieves its intended purpose is to be declared as functional. (cf. Nord 2006) Functionalist scholars believe that translation should always strive to achieve optimal solutions within actual conditions (Gentzler 2001:70-71). However, importantly functionalist advocates admit there is no such thing as a perfect translation. Controversially the functionalist approach can be criticized as being too vague and not being extensive enough, Despite the plausible flaws in the approach, it is still recognized for decisively brought about the breaking of the two thousand year old chain of theory resolving around the faithful vs. free axis (Gentzler 2001:71). The framework for this translation will focus on Reiss and Vermeers Skopos theory (1984), a theory that has been established within the parameters of the functionalist approach. Skopos theory The was Skopos theory was established by Reiss and Vermeer in 1984. The theory is based around the skopos or the function, purpose or aim of a translation (Vermeer 1989:221). The main components of the theory are the overall aim (skopos), the purpose set in order to achieve the aim, the intention behind the aim and the eventual function of the target language text in terms of its readership. This means that any form of translation strategy implemented will be determined these four components of the skopos theory which in turn from the purpose that the translation will later go on to serve. Functionalists advocate that translation like any other activity in that behavior is determined by its intent, in other words, the end justifies the means (Nord 1997:29). The skopos theory provides the translator with the means to justify their decision making. According to Vermeer, every text has a given goal, function or intention and that any text can adopt a different function when applied in d ifferent circumstances with a different audience (1989:227). Therefore the translation is no longer classified as loyal or disloyal, but measured in terms of how consistent translation is in relation to the purpose and intention of the target text, which are defined from the viewpoint of the receiver. An important aspect of the skopos theory is that the source and target texts must be viewed separately to allow the theory to function. Reiss and Vermeer state that every text is an offer of information and indicating that the source and target text a two separate entities (House 1997:16). The translator is simply offering certain information from the source text in accordance with the skopos specified by the commissioner (Reiss and Vermeer 1991:76) By distinguishing clearly between the source and target texts it enables the a kind of translation to be carried out that does not place the source text at its realm. In other words, the text can take on a new function which can be viewed as an extension of the original, even though it might involve changing the function altogether, as Nord states written texts can exist outside their original situation (1991/2005:8). This means again means that the function target text it not restricted by the original, but most importantly is pragmatica lly defined by the purpose of the intercultural transfer (1991/2005:11). One of the most significant aspects the Skopos theory is its approach to equivalence and adequacy. According to Reiss and Vermeer, equivalence can defined as an identical communicative function shared across both source and target texts (House 1997:12) and adequacy can be defined as being the relationship between the source and translation where no functional match is obtained and the skopos of the translation has been attended to (1997:12). At the same time, the skopos remains more important than any form of equivalence. In translating between Chinese and English, two contrasting cultures, it is pivotal that we highlight the fundamental principle that just in the same way that source text is bound to or embedded within the source culture, the target text should also be orientated towards the target culture (Vermeer 1989:222-223). Following on from the initial establishment of the skopos theory by Reiss and Vermeer, Chrisiane Nord also contributes to the functionalist approach. Nord modifies the previous work on skopos theory by attempting to rebalance the excessively target text orientated skopos theory, claiming the priority of the target text purpose does not mean that the source text is irrelevant, as it sometimes assumed (1997:62). Moreover, she points out that the source text provides the offer of information that forms the starting point for the offer of information formulated in the target text (1997:62). Nord extends on the skopos theory by providing a model of source text analysis that Reiss and Vermeer had failed to cover, which in turn makes for a more comprehensive theory, a theory which is used as a framework for this translation. It is also important to recognize as Nord concludes that optimum circumstances for carrying out translation is when intention and function would be analogous or even identical (1997:28). In the case of this translation the intentions certainly are analogous, which signifies this theory is appropriate for this translation. Other Relevant Approaches Text Typology This model of translation was based on Bulhers typology. Reiss outlined her three text types: informative, expressive and operative. This model of translation is focuses on the functional relationship between source and target texts. It fundamentally involves the categorization of texts into either on of the three categories mentioned above(Reiss 1977), then dependent on which category the text falls under determines the translation strategies implemented by the translator. Translational Action This theory was introduced by Hola-Manttari, who defines translation as a complex action designed to achieve a particular process (Nord 1997:12-13). Hola-Manttari focuses on specific aspects of the translation process such as the translator, the receiver of the message, time, place and medium. This approach has been praised by Schaffer, who recognizes the versatility in accommodating all types of translation (1997:5). The theory considers highly the needs of the target text receiver. Although similar to the skopos theory it also bears the wrath of Nords criticism for neglecting the source text (1991:28). Nords Model of Text Analysis Nords model of text analysis consists of two main aspects; extratextual factors and intratextual factors. It gives a framework that allows both the source and potential target text to be analyzed. Nord divides translation problems into four categories; pragmatic, cultural, linguistic and text specific (1991:158-160). Hypothetical Translation Brief The translation brief is very influential in any translation, it is even more important in the functionalist approach. It gives both explicit and implicit information with regard to the intention, purpose and audience. It defines the conditions under which the translation is practiced. It is these conditions that influence the way in which the translator behaves. Munday states that it allows the translator to prioritize what information to include in the target text and to see where the source text and the target text may diverge (2001:82). This translation has been commissioned by Renditions, the leading international journal of Chinese literature in English language.   Based in Hong Kong, Renditions has striven to provide a unique yet rich variety of both classical and contemporary Chinese literature to the western world. It will be made commercially available in topical edition based on Chinese translation theory. The translation aims to present the latest standpoint on one of the most influential Chinese translation theories in translation studies history.   It will bring a more balanced, comprehensive understanding of Yan Fus translation theory among western translation scholars and students of translation.   The translation should ensure that those in the West are more sensitive to his theory.   Source and Target Text Function In order to effectively identify the strategies necessary to carry out the translation we must first establish the function of both the source and target texts. As it has been stated in the preceding paragraph the function of the source text is to outline the authors interpretation of Yan Fus translation theory; correcting those previous misunderstandings and at the same time defend Yan Fu. Therefore, in certain aspects the text is fullfilling an informative function in that it is sharing the view of Professor Wong Kwok-Pung, but furthermore the text has a operational function in that it is arguing for the defense of Yan Fus translation theory and is attempting to convince its audience that Yan Fu has been misrepresented. It has then become apparent that he source text possesses a combination of two functions. It is important to point out that the audience for this text is very niche as it is an scholarly and theoretical text which contains classical Chinese prose even those with a u niversity education will not necessarily be able to comprehend. With regard to the function of the target text, the function is similar to that of the source text. The key difference is that it takes on more of an educative function. It intends to educate western scholars of translation through increasing their sensitivity to the on going Yan Fu debate among Chinese translation scholars. Consequently, the target text is content focused, therefore the offer of information must be accurate in relation to the offer of information in the source text (Nord :80). In order to ensure that the translator is able to effectively transfer this information accurately, it is recommended that a literal translation strategy is used providing it can reach a level of naturalness that guarantees clarity and the presentation of the ideas and understandings of a fairly complex translation theory. This important as presently there exists a diversity among the understandings of the main concepts that form the basis of the theory. At this moment there is a key differenc e between the source and target texts; the source text audience is limited by both style of writing (classical Chinese) and the actual contents. On the other hand, the target will be restricted only by its content and not by the writing style as it will be mainly plain English. Therefore it audience will be extended by a more reader friendly text. The target text is aiming to turn a complex source text into a target text that is much clearer Strategies Used I n this section the strategies used by the translator will be discussed. A functionalist approach, in particular the skopos theory will determine these strategies which applied in this translation. It has also been recognized that the text is both informative and operational. Therefore, a balance must be found between being highly content focused in which no loss of information can be accepted, but also ensure the function of text is achieved, the translator must render the text in so that it is readable and conforms to the target text language conventions. Terminology Research Dictionaries, glossaries and parallel texts provide a resource that allows vital terminology research. Dictionaries are a tool used by translators across the world. In this translation a number of dictionaries have been referenced; bilingual and monolingual both modern and classic Chinese. Bilingual dictionaries provide a comprehensive range of terms including examples in a number of contexts. Despite that, there are instances with certain terminology when the bilingual dictionary does not suffice. A monolingual dictionary is used in instances when the incompleteness and inconsistency of the bilingual dictionary mean that terminology cannot be referenced. A specialized ancient chinese dictionary was required in this translation as the source text contains substantial amounts of classical Chinese prose. Dictionaries used Due to the difficulty in dealing with sections of classical Chinese prose within the source text, It was unavoidable that the translator depend on the assistance of a specialists outside of the field of translation. Nord (1991:158-160) describes this as being a text-specific problem, which is one of the four translation problems, as the source was written by a specialist. Although the fact that area of specialization in the source text is translation, but the fact that it is a technical text (1991:158-160) does still prove to be a problem. In terms of this translation, I sought the cooperation of a post graduate student from the University of Warwick who possessed an excellent knowledge of classical Chinese prose. He was able to help with difficulties in terminology and provide an evaluated opinion on the translated version of certain terms. Omission Omission is a strategy that is employed in instances when information is redundant and is non-beneficial to the function of the translation or the target reader. All forms of information must be able to make sense in the culture in which they exist. For example, the footnotes in the source text give reference to several Chinese authors and their work, all of which is in Chinese. I do not believe that supplying a translated version of these footnotes will provide any real support to the purpose of the text. Therefore, I have omitted all four of the footnotes which were present in the original. It is appreciated that some people believe the footnotes should be preserved in the translation and further explanatory information should accompany them. Despite this the decision to omit was made as the information was simply not significant enough to the target reader. Addition It is natural that the background knowledge of the source text audience and the target text audience may differ.   This means that the translator at times must employ strategies to either omit redundant or irrelevant information and also provide more information to supplement the the text in order to counteract the in balance in background knowledge, and in turn enable the target text reader to comprehend. There are a number instances in which historical and culture points are referred to within the source text.   These points are crucial in the explanation of Wongs standpoint and the understanding of Yan Fus theory.   By providing supplementary information regarding those theoretical terms, historical and cultural references in the translation it ensures the English readers are able to understand.   In particular with the terms xin, da and ya which are used throughout the text.   It is very important to add supplementary explanations.   If these items are not made clear in the initial stages of the translation then they will lead to the reader being distracted which is detrimental to the development of the text. Literal translation Literal translation involves following closely the structure, form and lexical meanings of the source text. It is based converting text constructions into their target text equivalents. By translating each lexical word means they are often out of context in target text form. It allows for accuracy in the transfer of information that explains why many people have misunderstood Yan Fus ideas. The main issue with literal translation is that those implicit and contextual meanings are neglected. This could potentially be damaging to the effective transfer of information. Example Source Text: à §Ã¢â‚¬ Ã‚ ±Ãƒ ¤Ã‚ ºÃ… ½Ãƒ ¥Ã…“ ¨Ãƒ ¨Ã‚ ¯Ã‚ ´Ãƒ ¥Ã‚ ®Ã…’à ¨Ã‚ ¿Ã¢â€ž ¢Ãƒ ¦Ã‚  Ã‚ ·Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¤Ã‚ ¸Ã¢â€š ¬Ãƒ ¥Ã‚ Ã‚ ¥Ãƒ ¨Ã‚ ¯Ã‚ Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ¥Ãƒ ¥Ã‚ ¤Ã‚ Ãƒ ¨Ã¢â‚¬ ¡Ã‚ ªÃƒ ¥Ã‚ ·Ã‚ ±Ãƒ ¥Ã‚ ¹Ã‚ ¶Ãƒ ¦Ã‚ ²Ã‚ ¡Ãƒ ¦Ã…“†°Ãƒ ©Ã‚ ©Ã‚ ¬Ãƒ ¤Ã‚ ¸Ã…  Ãƒ ¤Ã‚ ¸Ã‚ ºÃƒ ¨Ã‚ ¿Ã¢â€ž ¢Ãƒ ¤Ã‚ ¸Ã¢â‚¬ °Ãƒ ¤Ã‚ ¸Ã‚ ªÃƒ ¨Ã‚ ¯Ã‚ Ãƒ ¤Ã‚ ¸Ã¢â‚¬ ¹Ãƒ ¥Ã‚ ®Ã… ¡Ãƒ ¤Ã‚ ¹Ã¢â‚¬ °Ãƒ ¦Ã‹â€ -à ¤Ã‚ ½Ã…“à ¨Ã‚ ¯Ã‚ ¦Ãƒ §Ã‚ »Ã¢â‚¬  Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¨Ã‚ £Ãƒ ©Ã¢â‚¬ ¡Ã…  Ã‚ ¼Ã…’à §Ã‚ »Ã¢â‚¬Å"à ¦Ã… ¾Ã…“à ¥Ã‚ ¼Ã¢â‚¬ ¢Ãƒ ¦Ã‚ Ã‚ ¥Ãƒ ¤Ã‚ ºÃ¢â‚¬  Ãƒ ¤Ã‚ ¸Ã‚ Ãƒ ¥Ã‚ °Ã¢â‚¬ËœÃƒ ¨Ã¢â‚¬ ¡Ã¢â‚¬  Ãƒ §Ã…’Å“Ã ¥Ã‚ Ã…  Ãƒ ¦Ã‚ ·Ã‚ ·Ãƒ ¤Ã‚ ¹Ã‚ ±Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ Target Text: Due to the fact that Yan Fu himself did neither define nor explain in detail these three characters immediately after proclaiming them, as a result it led to much subjective speculation and confusion. In the example above a literal translation strategy has been implemented. The original forms and meanings have been preserved, or at least to some extent. In the first example, due to the fact that there is an equivalent available in the target text means the translation is straightforward. However, in the second example, to simply render the text in accordance with the source text would result in unnaturalness. As a result the it has been altered to conform with the target text norms. As there is an evident inter-lingual difference between Chinese and English, there are instances in which it is not possible to translate literary. An attempt at literal translation will result in unnaturalness in the target language text. In my translation a number of pragmatic strategies have been employed, all of which promote naturalness and readability in the target text. Admittedly, accuracy may be sacrificed in order to ensure the target text audience are able understand and fully engage with the target text. There are a few examples below; Example 1.01 Source Text: à ¥Ã¢â‚¬ °Ã‚ ²Ãƒ ¨Ã‚ £Ã¢â‚¬Å¡Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¦Ã¢â‚¬ °Ã¢â‚¬ ¹Ãƒ ¦Ã‚ ³Ã¢â‚¬ ¢ Literal Translation: Carving up technique Target Text: Misrepresentation Potential Alternative: Quote of context; garble his statement Example 1.02 Source Text: GAP Literal Translation: Eliminate Target Text: Clear up In the two examples above illustrates a certain loss in meaning. The source text expresses more strongly in a way that becomes unnatural in the target text. In the target text example 1.01 it shows a two version of translation. The translator had to decide not to use the potential alternative because to a certain extent it seemed too toned down and neutral to truly represent the source text. The translator opted to use misrepresentation as it is able to represent at least to some extent the strong connotation of the original. It is inevitable that strong connotation in the original is to be sacrificed in order to achieve naturalness in the target text. The next example (1.02) is a connotation similar to the previous example, but it was not possible to find an equivalent that possessed the same strong connotation as in the target text. The translator is left with no choice but sacrifice the connotation for a weaker, more natural target text equivalent. This kind of adaptation guarante es naturalness. Example 1.03 Source Text: à ©Ã‚  Ã¢â‚¬  Ãƒ §Ã‚ Ã¢â‚¬  Ãƒ ¦Ã‹â€ Ã‚  Literal Translation: Following a logical chain of thought Target Text: Reasonably Potential Alternative: Naturally Example 1.04 Source Text: à §Ã‚ ¼Ã‹Å"à ¦Ã…“ ¨Ãƒ ¦Ã‚ ±Ã¢â‚¬Å¡Ãƒ ©Ã‚ ±Ã‚ ¼ Literal Translation: climbing a tree to seek a fish. Target Text: Fruitless approach Potential Alternative: climbing a tree to seek a fish (a fruitless approach) Although the two examples above (1.03 and 1.04) both can be translated literally, however, they seem to be too long-winded. The translation must conform to the norms of the target language. It is important to avoid any unnecessary unnaturalness that may be detrimental to the development of the target text. As the authors intention is to defend Yan Fus theory, it is crucial that messages and meanings are transferred into the target text effectively. Example 1.05 illustrates an example where a target version that strongly represents the meaning of the source is rejected due to its length and unnaturalness. Source Text: à ¤Ã‚ ¿Ã‚ ®Ãƒ ¨Ã‚ ¾Ã… ¾Ãƒ §Ã‚ «Ã¢â‚¬ ¹Ãƒ ¨Ã‚ ¯Ã… ¡ Rejected translation: The use of certain methods specifically in accordance with the subject of the literary piece allows for enhanced cultural expression, faithfully expressing the real ideas and emotions of the original Target Text: An authors writing allows for enhanced expression that should sincerely reflect his thoughts and emotions In-text reference As the name suggests, it is the providing of extra information within the text itself. It is a strategy used to explain a term that is alien to the readership such as Kuomintang (Chinese Nationalist Party) or simply assist them in comprehending the text. In the translation this strategy was not used often as it confuses the reader, especially in theoretical based text. Syntactical Convention The syntactic structure of Chinese and English are different. In terms of this translation, this means that alterations to the sequencing elements of the source text so that it reads naturally in the target language. An example of the changes that need to be made is shown below; Source Text: à ¥Ã‚ ®Ã… ¾Ãƒ ¥Ã‹â€ Ã¢â€ž ¢Ãƒ §Ã‚ ²Ã‚ ¾Ãƒ §Ã‚ Ã¢â‚¬  Ãƒ ¥Ã‚ ¾Ã‚ ®Ãƒ ¨Ã‚ ¨Ã¢â€š ¬Ã‚ ¼Ã…’à §Ã¢â‚¬ Ã‚ ¨Ãƒ ¦Ã‚ ±Ã¢â‚¬ °Ãƒ ¤Ã‚ »Ã‚ ¥Ãƒ ¥Ã¢â‚¬ °Ã‚ Ãƒ ¥Ã‚ ­-à ¦Ã‚ ³Ã¢â‚¬ ¢Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ ¥Ã‚ Ã‚ ¥Ãƒ ¦Ã‚ ³Ã¢â‚¬ ¢Ã‚ ¼Ã…’à ¥Ã‹â€ Ã¢â€ž ¢Ãƒ ¤Ã‚ ¸Ã‚ ºÃƒ ¨Ã‚ ¾Ã‚ ¾Ãƒ ¦Ã‹Å"â€Å" ¼Ã¢â‚¬ ºÃƒ §Ã¢â‚¬ Ã‚ ¨Ãƒ ¨Ã‚ ¿Ã¢â‚¬ËœÃƒ ¤Ã‚ ¸-à ¥Ã‹â€ Ã‚ ©Ãƒ ¤Ã‚ ¿-à ¦-†¡Ãƒ ¥Ã‚ ­- ¼Ã…’à ¥Ã‹â€ Ã¢â€ž ¢Ãƒ ¦Ã‚ ±Ã¢â‚¬Å¡Ãƒ ¨Ã‚ ¾Ã‚ ¾Ãƒ ©Ã… ¡Ã‚ ¾Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ Literal Transaltion: The fact is that with original texts which contain abstruse contents and are written in the terse and allusive language, to use the lexicon and sentence structure of pre-Han Dynasty proves better in expressing the original texts. Target Text: The fact is that the lexicon and sentence structures of pre-Han Dynasty prose prove to better express original texts which contain abstruse contents and are written in the terse and allusive language. The underlined part of each example highlights the change in structure. The text must function as an informative or educative and present an argument, in order to achieve this, the above adaptation has been made to emphasize readability. The next example below demonstrates the problems with complex sentence structures. To allow the reader to understand the target text modification is inevitable. Source Text: à ¨Ã¢â‚¬ ¡Ã‚ ªÃƒ §Ã¢â‚¬Å¾Ã‚ ¶Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ¥Ãƒ ¥Ã‚ ¤Ã‚ Ãƒ ¨Ã‚ ¦Ã‚ Ãƒ ¦Ã‚ ±Ã¢â‚¬Å¡Ãƒ §Ã¢â‚¬ Ã‚ ¨Ãƒ ¦Ã‚ ±Ã¢â‚¬ °Ãƒ ¤Ã‚ »Ã‚ ¥Ãƒ ¥Ã¢â‚¬ °Ã‚ Ãƒ ¥Ã‚ ­-à ¦Ã‚ ³Ã¢â‚¬ ¢Ã‚ ¼Ã…’à ¥Ã‚ Ã‚ ¥Ãƒ ¦Ã‚ ³Ã¢â‚¬ ¢Ãƒ ¦Ã‚ Ã‚ ¥Ãƒ ¤Ã‚ ½Ã…“à §Ã‚ ¿Ã‚ »Ãƒ ¨Ã‚ ¯Ã¢â‚¬ËœÃ‚ ¼Ã…’à ¤Ã‚ ¸Ã¢â‚¬ Ãƒ ¨Ã‚ ®Ã‚ ¤Ãƒ ¤Ã‚ ¸Ã‚ ºÃƒ ¥Ã‚ Ã‚ ¯Ãƒ ¤Ã‚ »Ã‚ ¥Ãƒ ¥Ã‚ Ã… ¡Ãƒ ¥Ã‹â€ Ã‚ °Ãƒ ¨Ã‚ ¾Ã‚ ¾Ãƒ ¦Ã‹Å"â€Å"à §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¦Ã¢â‚¬ ¢Ã‹â€ Ãƒ ¦Ã… ¾Ã…“ ¼Ã…’à ¤Ã‚ »Ã…  Ãƒ ¥Ã‚ ¤Ã‚ ©Ãƒ §Ã…“†¹Ãƒ ¦Ã‚ Ã‚ ¥Ãƒ ¥Ã‚ ¾Ã‹â€ Ãƒ ¤Ã‚ ¸Ã‚ Ãƒ ¥Ã‚ Ã‚ ¯Ãƒ ¦Ã¢â€š ¬Ã‚ Ãƒ ¨Ã‚ ®Ã‚ ®Ã‚ ¼Ã…’à ¤Ã‚ ½Ã¢â‚¬  Ãƒ ¥Ã‚ ¦Ã¢â‚¬Å¡Ãƒ ¦Ã… ¾Ã…“à ¦Ã‹â€ Ã¢â‚¬ËœÃƒ ¤Ã‚ »Ã‚ ¬Ãƒ ¨Ã†â€™Ã‚ ½Ãƒ ¤Ã‚ »Ã… ½Ãƒ ¥Ã… ½Ã¢â‚¬  Ãƒ ¥Ã‚ Ã‚ ²Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¨Ã¢â‚¬â„¢Ãƒ ¥Ã‚ ºÃ‚ ¦Ãƒ ¥Ã… ½Ã‚ »Ãƒ §Ã…“†¹Ãƒ ¨Ã‚ ¿Ã¢â€ž ¢Ãƒ ¤Ã‚ ¸Ã‚ ªÃƒ ©- ®Ãƒ ©Ã‚ ¢Ã‹Å" ¼Ã…’à ¤Ã‚ ¾Ã‚ ¿Ãƒ ¤Ã‚ ¸Ã‚ Ãƒ ¤Ã‚ ¼Ã… ¡Ãƒ ¨Ã¢â‚¬ °Ãƒ ¥Ã‚ ¾-à ¦Ã…“†°Ãƒ ¤Ã‚ »Ã¢â€š ¬Ãƒ ¤Ã‚ ¹Ã‹â€ Ãƒ ¤Ã‚ ¸Ã‚ Ãƒ ¥Ã‚ ¦Ã‚ ¥Ãƒ ¤Ã‚ ¹Ã¢â‚¬ ¹Ãƒ ¥Ã‚ ¤Ã¢â‚¬Å¾Ãƒ ¤Ã‚ ºÃ¢â‚¬  Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ Literal Translation: Naturally, Yan Fus demands of using lexicon and sentence structure of pre-Han Dynasty prose in carrying out translation, furthermore the belief that it can achieve da, today it seems unthinkable, but if we look at this problem from a historical point of view then we wouldnt feel that there was any inappropriateness at all. Target Text: Naturally, today when we look back on Yan Fus belief of using lexicon and sentence structure of pre-Han Dynasty prose to achieving da, it seems to be unimaginable. However, if we look at this problem from a historical point of view then we wouldnt feel that there was any inappropriateness at all. The lengthy sentence in the example above has not only been divided into two separate units or sentences, but also the order of the units have been rearranged for it to make sense. Elsewhere, in Chinese the subjects are often unexpressed and the object can also occasionally be omitted. In particular, these instances occur more frequently in classical Chinese. It is left to the reader to determine the subject and object in any given sentence which can prove ambiguous. When rendering the text it is important the object or subject is inserted into the translated text to allow the reader to understand. This is shown in example 1.07 where the object is inserted in square brackets to ensure the reader is not confused. The channels that communicate the message of the original should be kept clear and concise. Alterations The source does not only contain a number of paragraphs from Yan Fus original translation preface, the author also quotes on a number of occasions throughout his text. This means the task of translation becomes extremely difficult because the context changes slightly. The initial issue is that it is was not possible to translate the sections of classical Chinese literally, furthermore, as it was very important to make clear the original meanings in these sections as Wong bases his essay on them, the translation strategy adopted was loyal to the meanings and had to presented be clear, concise and natural in the target language. It is for this reason that literal translation was not possible. However, the problem arose when these translations had to fit into Wongs main texts that were written in mainly in modern Chinese. Example 1.05 demonstrates that in the original classical Chinese it does contain the word meaning, but it is left out because it is not necessary in the context of the whole passage. As Wong quotes this line in a separate instance the meaning is then required. In this instance the translator must use an in-text reference and not change the structure of the quotation in order to remain consistent. If a translation shows inconsistency then the reader will be confused. Example 1.05 Source Text: à ¦Ã¢â‚¬Å¾Ã‚ Ãƒ ¤Ã‚ ¹Ã¢â‚¬ °Ãƒ ¥Ã‹â€ Ã¢â€ž ¢Ãƒ ¤Ã‚ ¸Ã‚ Ãƒ ¥Ã¢â€š ¬Ã‚ Ãƒ ¦Ã…“ ¬Ãƒ ¦-†¡ Translated Passage of Classical Chinese: provided that the translation does not contradict of the original Quotation from the Passage in Main Text: provided that the translation does not contradict [the meaning] of the original) Footnotes Footnotes are used to provide additional information that is necessary to further explain certain terms or concepts in the text. They are usually employed when the supplementary information needed is too long to provide a parenthetical reference. It must be noted that footnotes should be used minimally to avoid distracting the reader in a way which will negatively influence the development of the text. As Baker states, unnecessary addition of information will only lower the readability of the text (1992:40). This translation uses footnotes to enable the reader to understand the source text. In other words they ensure the reader maintains connected with the text. For example to present an alien term without giving a supplementary explanation to the reader leads them to be unable to maintain their connection with the text. In this text there are instances when footnotes are employed to make the target text clearer in areas in which the author of the source text has failed, example on p age XX of the translation the translator uses footnotes to explain the term expression of intention which is one of the main elements of Yan Fus theory. The original author has not made much effort to make the chunks of classical Chinese prose more comprehendible to someone who does not understand this form of ancient Chinese. By doing this the author expresses that he wishes his text to function only among a very niche audience, I mean Wong could have provided a modern Chinese version of those sections. In the translation, the use of clear, plain English eradicates this potential restriction on its audience. The translated text intends to be accessible to all those who have interest in or understanding of the theoretical content of the original. Therefore, in a way the translation extends the influence of the original. In addition footnotes are used to counteract the lack of shared background knowledge between the source and target audience. The strategy shown below is an example of contextual amplification in which items, which source readers take for granted and that target readers do not understand, are explained. Example 1 On Page XX an explanation of the Tong

Doubt Of Shakespeares Authorship Of His Plays Essay -- essays research

Doubt of Shakespeare's Authorship of His Plays Over the years, various persons have expressed doubt as to the authorship of William Shakespeare. These doubts are as old as his plays. American author, Henry James once said, "I am haunted by the conviction that the divine William is the biggest and the most successful fraud ever practiced on a patient world. (Hoffman 27) On the other hand, author Calvin Hoffman was convinced that Shakespeare was "the author of the most magnificent English dramatic prose and poetry ever written. (Hoffman 27) But, he reiterated this belief nineteen years later, stating, "They are magnificent! Only, William Shakespeare of Stratford-on- Avon never wrote the plays and poems." (Hoffman 27) Crime, guilt, fraud, exile, hate, deceit, and murder are all woven into this shroud of authorship that hides the identity of the world's most renowned writer. Cranks have proposed over fifty candidates for authorship, from Queen Elizabeth to the Jesiuts. Although many doubt that William Shakespeare ever wrote the works attributed to him, some still resort to pro-Shakespearean arguments. John Drinkwater, author and believer, felt that the flowers, banks, brooks, pastures, and woodlands of Shakespeare's boyhood home, Stratford, were all transfigured in his plays by his wonderful verse, but yet they still remained the scenes to which he was bred. Drinkwater believed too, that not only in Shakespeare's humble folk, shepherds, gardeners, and serving men, but also in his princes and kings, he reflected the humanity with which he was familiar in Stratford. The knowledge and wisdom he acquired directly from his own enviroment was quite true to life. Drinkwater also said that mere book- knowledge in Shakespeare's works was usually incorrect because he used knowledge outside the range of his own experiences, with a "grand audacity." It is true that William Shakespeare attended grammar school in Stratford, and tha he acquired some competence in Latin and gained a limited knowledge of English history. There was a period of time in his life referred to as his "dark years," and this period of time may have been subjected to influences making for high culture. Records say too, that Shakespeare left Stratford in 1585 and went on the stage in 1590. During this time he could have attended Cambridge or worked in a lawyer's ... ...Shakespeare's did. Bacon and Shakespeare viewed the world differently. Finally, some disbelievers support another candidate, William Stanley, the 6th Earl of Derby, who was interested in drama, and became a patron of a company of actors. Several poems showed signs of early and immature Shakespeare, but he was a boy at that time. One was signed in Derby's handwriting, and three signed "William Shakespeare." His motive- like de Vere'swould have been to avoid association of his family name with the lower social order of the stage. Was Shakespeare hinting at his name through word play? His verses, such as "... every word doth almost tell my name..." seem to be an attempt to reveal his name. Another line says, "Whats in a name?" Sonnet III says, "Hence comes it that my name receives a brand," and " my name be buried where my body is...." In conclusion, curiosity has indeed been aroused for many , many years. Hundreds of theories and shreds of proof have been gathered, but the world will always wonder and waver between doubt and belief in William Shakespeare. So, the question still remains, "Was Shakespeare really Shakespeare?"

Destiny, Fate, Free Will and Free Choice in Oedipus the King - The Fate

The Fate of Oedipus in Oedipus the King    In "Oedipus the King" there comes a point in the play where Oedipus learns something that plays an important role throughout the play.  Ã‚   He learns from a   oracle that he will eventually kill his own Father and sleep with his own mother.   As one could imagine this is a shock to Oedipus, and he does not believe the oracle.   However, he cannot prevent any of this from happening because it is his fate.   Oedipus is a victim of circumstances beyond his control, his life had already been planned by the Greek Gods.      Ã‚  Ã‚  Ã‚  Ã‚   Throughout the whole play there are references made to many of the ancient Greek Gods, for example, Apollo, Zeus, Dionysis, and Artemis are discussed quite often.   In ancient Greece the people believed that if anything happened one of the god's had a reason for it.   Each god was related to one specific thing like Poseidon being the god of the sea.   They thought that if there was a tidal wave or a hurricane it was because Poseidon was angry at them.   This is the basis for my assumption that Oedipus had no control over his fate.      Ã‚  Ã‚  Ã‚  Ã‚   First of all, when Oedipus is just a baby his father, King Laius of Thebes, is told in an oracle that his own son will kill him.   So, with the agreement of his wife, Jocasta, the baby's feet are pinioned, and it's given to a slave who is supposed to leave it to die on Mt. Cithaeron. However, the slave feels sorry for the baby, and gives it to a fellow shepherd from Corinth. The shepherd from Corinth presented the baby to the childless King of Corinth, who is Polybus, and he brings him up as his own. He gives him the name Oedipus, whi... ...d emotions of all the characters in the play.   While doing so Oedipus could in no way control his own fate.   The god's mislead him, and did not allow him to keep from his destiny.   Oedipus was indeed a victim.   A victim of circumstances beyond his control, and it just goes to show that it is impossible for someone to escape their own fate.    Works cited and Consulted: Murray, Robert D. Jr. "Sophocles' Moral Themes." In Readings on Sophocles, edited by Don Nardo. San Diego, CA: Greenhaven Press, 1997. "Sophocles" In Literature of the Western World, edited by Brian Wilkie and James Hurt. NewYork: Macmillan Publishing Co., 1984. Sophocles. Oedipus Rex. Transl. by F. Storr. no pag. http://etext.lib.virginia.edu/etcbin/browse-mixed new?tag=public&images=images/modeng&data=/texts/english/modeng/parsed&part=0&id=SopOedi   

The Challenging Issue of the Separation of Church and State :: Exploratory Essays Research Papers

The Challenging Issue of the Separation of Church and State When the first amendment was written it said â€Å"Congress shall make no law respecting and establishment or religion or prohibiting the free exercise thereof†¦Ã¢â‚¬ Ã‚   This was written because America didn’t want a mandatory religious system like that of England.   American people didn’t want freedom from religion they simply wanted freedom of religion.   Even the men who wrote the constitution believed that God could do much more than man, therefore they used the Bible to help form the government. Our constitution has been amended and changed driven by the effects of modern controversies. The founding fathers did not intend to create a Christian nation.   The Christian cross and American flag were displayed in public places with hardly any voice of dissent.   Jefferson felt that he did not have the constitutional authority to lead the people in act of prayer. Under the strong influence of Virginia, southern states decided to rewrite their constitution and disestablish all Churches.   The constitution was then rewritten with God’s name removed. The issue whether or not church and state should be separate didn’t evolve until the 19th century, and today it is hot topic among both separationists and accommodationists alike.   Separationists are the people who push separation of church Separationists feel that neither state nor the federal government can set up churches / aid religion; there should be absolutely no governmental funding of religious activity/displays, any praying in public school / teaching of evolution.   On the opposing side, accommodationists oppose separation between church and state, interpreting the first amendment exactly as it is stated.   No where in the first amendment does it say â€Å"separation of church and state . Accommodationists support government funding of religious schools / organization, they support government organized (non denominational) prayers, and the funding of religious displays. Religions place in schools has always been scrutinized.   In 1954 ‘under God’ was placed in the pledge of allegiance.   Since then, regulations have severely changed.   Prayer in schools has been deemed unconstitutional. Instead, schools allow a moment of silence as long as no religious intent is applied.   Prayer is allowed in schools as long as students initiate and control the religious meetings. In Doe vs. Santa Fe, during a school football game over the school PA system, a prayer was announced.   The school claimed prayer â€Å"promotes good sportsmanship and student safety, and to establish the appropriate environment for the competition.

Coffee Republic -Marekting Communications Plan Essay

1. Executive Summary Coffee Republic was founded in 1995 by Bobby and Sahar Hashemi, who noticed a market gap where they could sell their high quality product at an affordable price to customers wishing something more than just regular coffee and fast food offered by other high street chains(Hashemi S, 2001). At first the product was marketed in the UK only, but with the development of the brand, the company has managed to enter markets internationally in countries such as Saudi Arabia, United States of America, Romania, Ireland etc. Since Coffee Republic is not a typical coffee shop chain, but operates under three brands simultaneously: Coffee Republic, Coffee Republic Deli and Republic Deli, it is essential also to concentrate on the food selection. Food market is very specific and even a small mistake can lead to a great loss of customers. Recently, the company has collapsed into administration, blaming recession for its problems. Developing a marketing communications plan in order to reinvigorate Cof fee Republic as a brand will require the use a pull strategy that should focus on advertising strategy in several medias such as: radio or taxis and other marketing communications tools such as sponsorship. 2. Campaign Objectives. Marketing communications objectives typically refer to sales and/or to the goals the marketing communications have in affecting the mind of the target audience.(Pickton D., Broderick A. 2005). Rather than developing new products, that the company could introduce to the market, it is more important to deliver the essence of the brand to the audience. In other words, using the flow of information to reposition the brand in the mind of the consumer. With the budget of 1 million there is a need to develop a campaign targeted at a segment of ‘everyday consumer who is looking for a coffee to get them through the day’. The age of the consumer is 21-35 years and they are usually white collar workers with an average income of 20,000 pounds p.a. They also rely on public transport to get them to work, rather than on their private means of transport. Main Objectives of the campaign: a. To raise the awareness of Coffee Republic among the market of 21-35-year-old, males and females, white collar workers, with an income above 20,000 pounds p.a., and who rely on public transport to get them to work. b. To reposition the brand as one selling a gourmet and exclusive product, but also one, offering an exclusive product at an affordable price. c. To create strong brand values, so that the customer is aware of what it stands for and not for what it sells. d. To ensure that the food offer is distinct and differs from others’, in the mind of the consumer. e. To reinvigorate the Coffee Republic brand and stop it going out of business. Positioning: The market for Coffee shops and deli shops is very competitive and is characterized by companies and smaller entrepreneurs which operate on two sides of it. Either it is ruled by small independent retailers functioning on a local scale or bigger chains like Costa Coffee with large budgets, being able to set high standards and which the target audience seems to prefer more than chains such as Coffee Republic. Trying to fit into both of those markets is really difficult as it requires more financial input in order to develop both coffee and food offer. Coffee Republic is a company which does not qualify for either of those territories and the aim of the marketing communication plan would be to try and push it into the higher end in the hierarchy, so it can compete with larger developments. In order to compete and achieve the earlier established objectives, it will be essential to reposition the brand. Since the essence of positioning a brand or product is to differ it from the competitors in the mind of consumers (De Pelsmacker P., Guens M., Van de Bergh J 2001), it will be necessary to strengthen the role of food selection and to emphasize its meaning in the campaign in general. The company will have to start selling not only a great quality coffee but also add variety by offering a selection of meats, cheeses and other gourmet foods, but also provide not too complex lunch service, a few seats and tables for  the sit-down lunch crowd and take-out catering options including for example cold meat and cheese trays. What is more, the company will have to re-consider the location of their units. The ideal location for delis and coffee shops is in office districts, industrial malls and mall food courts, where the targeted audience of white collar workers could be approached. 3. Overall Creative Theme In order to gain the attention of 21-35-years-old white collar workers, relying on public transport, the message, that Coffee Republic will desire to deliver will have to be innovative and convincing. The general theme will have to remind the target audience of mouth watering food and delicious coffee available only in Coffee Republic retail units. Since the segment targeted is a group of young and middle aged people, probably aware modern fashions and newest trends, the clear statement of modernity will also need to be depicted along with an image of greatest value and high quality food and coffee available at an affordable price. The general creative idea would be to use more aggressive slogans that the target audience would find encouraging and at the same time robust. Slogans like: Have it OUR way!; Wake up to a smell of coffee!; HUNGRY? Have it our way!, would relay a clear and solid message, that the target audience will associate with simplicity but also with high quality of products offered. 4. Communications Strategy The promotional mix will be used in order to support the pull strategy. The combination of advertising strategy and sponsorship will be implemented in order to meet the established objectives. The advertising will have to take place in mainly in radio, general-interest magazines and taxis since the financial resources for the campaign are relatively small and the company can not afford television advertising. Although advertising can be seen as expensive in overall cost terms this has to be outweighed by the fact that many members of target audience can be reached (Pickton D., Broderick A. 2005). In the radio, it would be useful to use the voices of some well known celebrities, who could easily influence the target  audience and increase the interest among new, potential customers. Because the targeted audience relies on public means of transport while getting to work, it would be reasonable also to allocate some resources in small posters inside taxis and stickers including slogans on their sides. Since the company already has quite a well designed website, it would be useful to start advertising it elsewhere in the internet. To balance the radio advertising it would be a good idea to advertise the company on the radio’s website. The advantage of this is that many listeners frequently visit the website of the station they listen to and the target audience can be reached in two mediums simultaneously. In order to reach the target audience through national radio station, some kind of sponsorship may play an essential role in the campaign. Sponsoring a concert or a national event, would definitely be noticed through the media of national radio station. During the concert, symbols and logos of the company will be omnipresent and in that way, noticed by the target audience. a. Advertising Strategy Media: – Local Radio Stations: since radio advertising is considerably cheap, it would be worth to invest in that kind of promoting the brand. It reaches the biggest amount of potential customers-the target audience, at the lowest cost. Because the audience targeted is considerably young, the best station to advertise would be a national radio station, but since the financial resources for the campaign are quite small, the efforts will have to concentrate on large local radio stations, where the cost of a campaign will be much smaller. The best time to promote the company in the radio would be early morning, when most of the target audience wake up to work, or listen to the radio while working. In addition to the radio campaign, it would be worthwhile to promote the company on the websites of the radio stations. As mentioned before, it is a great opportunity to raise the awareness of the target audience through two mediums at the same time at a reasonable cost. The cost of small banners at the websites of the radio  stations should not be high and will be an effective supplement for the radio campaign. – Taxis: The reason for effectiveness of advertising the company on taxis is quite clear. The research shows that taxis spend more than 90% of their working time in town and city centers and because of that there is quite a big probability of the adverts displayed inside and on the sides being noticed by the target audience traveling to and from work. What is more, each taxi spends the average of 8 hours working in city centers, which provides the effectiveness of city billboards, which are much more expensive. With the budget available, the company will have a great opportunity to reach the city and town centers, where the target audience spends a lot of their time. – General-interest magazines: because of quite a small financial budget of the company, it can not afford to develop an effective internet advertising campaign, which would be a great solution in that case. However, in order to boost the campaign, the company can make a use of the medium of general-interest magazines. Advertising in magazines, quite often read by the target audience such as The Spectator, The Business Magazine or The Economist, but also in more general interest magazines such as Marie Claire or Cosmopolitan, will constitute a great and effective way of reaching the segment targeted. The main advantage of magazine advertising is that the production quality is high and as a result a more compelling branding advert can be designed. b. Sponsorship -sponsorship may be defined as a commercial activity, whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services and resources(Fill, 2002). In order to get noticed in the national radio stations, or even on television, it would be useful to sponsor an event or a concert, which usually gains a lot of attention of young people and enables the opportunity to get noticed by them. As mentioned before, that medium will ensure that the company logos  and posters will also be noticed during the event as well as before it takes place, during commercials promoting it. 5. Report Summary The evaluation of the marketing communication plan is very important in the whole process of the campaign. It is essential not to forget to measure the degree to which each part of the marketing communications plan has contributed to successful development of the campaign. With such approach, each part will have to be assessed according to different characteristics in order to observe the effectiveness of the campaign. Since the campaign concentrates on advertising strategy and sponsorship mainly, it will be necessary to measure the degree to which these two marketing tools have contributed to the general success of the campaign. Bibliography: Coffee Republic PLC (2007) Coffee Republic Annual Report, Rubicon De Pelsmacker P., Guens M., Van de Bergh J (2001) Marketing Communications, Harlow: Pearson Education Limited Hashemi S. (2007), Anyone Can Do it: Building Coffee Republic from Our Kitchen Table – 57 Real Life Laws on Entrepreneurship, Capstone Fill C. (2002) Marketing Communications: Contexts, Strategies and Applications, Harlow: Pearson Education Limited Fill C. (2007) Marketing communications : Engagements, Strategies and Practice, Harlow: Pearson Education Limited Pickton D., Broderick A (2005) Integrated Marketing Communications, Harlow: Pearson Education Limited

Factors behind the development and Internationalization of Capital Markets Essay

Financial markets especially the stock market has considerably developed in the past few decades. Several factors have been seen to have aided in their growth and development globally. It has also increased cross-border capital movement, tight links amongst the financial market. The most important element of global market has been increased stock exchange. This paper is therefore aimed at finding the factors which have led to the development and Internationalization of stock exchange facility. Questions to be investigated Objectively, the paper is to disclose the possible factors affecting the Development and internationalization of the capital markets. It is therefore worth notice that these questions has to be addressed: What are the factors that favor the development of international markets?, What are the hindrances in the achievement of fast development of international capital markets? And how do these factors that affect the development of international capital markets affect the domestic markets? Factors influencing the Stock market development and internationalization A least two possible views exists on how economic fundamentals may influence domestic stock market and internationalization.   One of the views is that better institutional and macroeconomic environments spur more developed domestic stock markets hence reduces the need to of the use of international markets. The second part of it is behind a number of recent papers on internationalization, this has no longer been an international finance research topic. With regard to this view, it has been found that poor domestic environments prompt firms and investors to use international markets more intensively. In this, the poor domestic environment has been is considered as one of the main reasons for capital flight and greater use by domestic residents of all types of financial services offered internationally (Collier et al, 1999). This also applies to the services offered by the stock markets, where firms may want to escape a poor domestic system with weak institutions. The recent papers done on where international marketers are considered to be more attractive to the firms from poor institutional environments, this is because they offer better protection to investors. As a result, according to this view poor domestic markets lead to worse domestic development. What comes out clearly in this view is the assumption that even firms from poor domestic environments can choose to go international and will wan to internationalize even more especially if they are located in a country with poor institutional environment and weak capital markets. A second view is based on the fact that a better domestic environment in creases the attractiveness of assets to investors. The markets offer larger amounts of external financing, higher liquidity and lower cost of capital when the firm’s host country improves. Under this view, macroeconomics and institutional factors determine the relative willingness of domestic and international investors to supply financing to firms. Investors in international markets may however reward a better environment more than investors in domestic markets do. If thee be an access to the international markets, then better fundamentals will also be available hence it leas to more use of capital markets. Moreover, with liquidity agglomerating in one market, a process of improved fundamentals and increased internalization may have negative effects on the domestic markets, providing international markets with greater advantage. For this reason, there are arguments for both the positive and negative impact on internationalization in those fundamentals that help to develop the local markets. References Collier, Hoeffler, and Pattilo, (1999); Determinants of Capital flight