The Peace Of A New Home For Democracy - 2040 Words

While we will not be directly supporting the rebels on the ground, we will support the rebels in their overthrow bid, giving the Syrian people a new home for democracy. As our values in the region are upheld, so, too, will the idea of prosperity in the region. The United States has stood by the Syrian people in their desire to overthrow their President, and as support for Assad wanes, the people of Syria will see a light of opportunity to further their lives. The people of Syria will be able to take back what the government has withheld. The Iranians will also feel prosperity from the western willingness for Iran to further development towards nuclear energy. Russians, too, will feel a sense of growth and relevance on the world†¦show more content†¦The United States will not act unilaterally, but rather will involve support from nearby Arab nations with a vested interest in the U.S. regional strategy. Additionally, we will not have the time to broker with Iran and Russi a to stop supporting Assad, and instead, will be forced to place heavy sanctions against both nations if they are unwilling to immediately withdraw support to Assad. One of the greatest challenges for the anti-Assad rebellion has been fighting a well-armed, well-supported Assad regime (Sorenson, pg. 13). The United States has provide arms and support to anti-regime fighters, but not nearly at the same pace as Russia and Iran have resupplied Assad. Also, rebels lack cohesion, as there are numerous anti-Assad factions that are attempting to overthrow the government, often times competing with each other. In order to bring the rebels together, and form a stronger rebellion against Assad, this course of action requires U.S. military presence on the ground. While I do not submit that the United States lead the attacks, we should instead embed ourselves with Syrian rebels, providing direct training and mentoring to the rebels, as well as providing support from aircraft and long-range artillery. Similar to operations in Libya, the U.S.-led air attacks can directly attack Assad himself, paving the way for a more successful rebellion. While we cannot possibly unite all of the rebel groups, we must show and provide a unified front forShow MoreRelatedWhat Is The Controversy Behind Involvement?824 Words   |  4 PagesDelano Roosevelt once said that America ‘must be the great Arsenal of Democracy. For us, this is an emergency as serious as war itself. We must apply ourselves to our task with the same resolution, the same sense of urgency, the same spirit of patriotism and sacrifice as we would show were we at war.’ Meaning that America should use their workforce to have an impact on a war that supports the protection of the ideals of democracy. That we must come together to protect what we believe is morally correctRead MoreModern Olympic Movement1430 Words   |  6 Pageshelped shape the modern Olympic movement. There were new problems and new improv ements that affected the Olympics. WIth the documents we’re given, we are able to analyze the factors that created these new problems and improvements. Through these years, we can see that the world has become more acceptable to women, people being pressured because of pride, people trying to work harder to earn more money, and people working harder for world peace. Within the many years of Olympics, women was ableRead MoreAmerican Foreign Policy After The Great Depression1390 Words   |  6 Pagesshifted from the Isolationism to Interventionism for valid reasons. First the economic and socially challenging home front crisis of the Great Depression kept American citizens and politicians busy with domestic policy. Additionally the disillusionment of people with WWI caused America to avoid war at all costs. However, the rising threat of fascism in Europe forced America to defend democracy and help its allies. The first shift was seen when foreign policy in the 1920s had moved to isolationism inRead MoreThe World Into The American Image856 Words   |  4 Pagesprinciples in foreign relations. Later we started to become an intervening military, involved with other nation affairs, and wanting to promote liberty and democracy. The United States wanted to remake the world into the American image. World War I was the first test of Wilson’s belief that American power could â€Å"make the world safe for democracy†. Before World War I, most of the interventions appropriated in the western hemisphere. This became a time where the beliefs of imperialism, nationalism,Read MoreNigeria And Keny Corruption Essay1546 Words   |  7 Pagesthe lack of democracy. In Nigeria, corruption stems from the problem with oil, it leads to political violence, repression and unchecked government power. In Kenya, corruption arises from economic interests, causing political instability and hindering development. In addition to that, both experience electoral corruption. Conversely, civil societies active participation in the government propels each country towards a â€Å"thicker† democracy. Even though Nigeria and Kenya are thin democracies, their highRead More Lysistrata Of Aristophanes Essay1202 Words   |  5 Pages The Lysistrata of Aristophanes Aristophanes was a satirist who produced Lysistrata around 413 BC when the news of Athen’s warships had been destroyed near Sicily. For twenty-one years, while Athens was engaged in war, he relentlessly and wittliy attacked the war, the ideals of the war, the war party and the war spirit. This risked his acceptance and his Athenian citizenship. Lysistrata is probably the oldest comedy which has retained a place in modern theatre. It primarily deals with two themesRead MoreVietnam War and American Culture1684 Words   |  7 Pagesrights activist, delivered his famous, â€Å"I have a dream† speech. African Americans were fighting for peace, freedom and equality. The United States was involved in the Vietnam War, committed to anti-communism. African Americans were deployed to Vietnam. The Vietnam War and Civil Rights Movement coincided. African Americans believed fighting for democracy abroad would help gain civil rights at home. II. Events that Led to the Advancement January 20, 1961, John F. Kennedy became president ofRead MoreEssay on The Death Of Liberal America1652 Words   |  7 Pageswhich there are various centers of power, various positions from which people have the ability to influence decisions. That’s the whole point behind creating three branches of government, the vaunted â€Å"separation of powers.† Liberalism aims to insure peace and prevent tyranny in pluralistic societies. Liberalism strives to place lots of individual actions outside the pale of politics and beyond interference from the state or other powers. And, culturally, it strives to promote tolerance, where toleranceRead MoreMilitary Policy And Foreign Policy706 Words   |  3 Pagesmaintenance (Foust). Nevertheless, the public remains convinced that these foreign interventions are in the name of defense and the spread of democracy, not aggression and imperialism. No wonder Bush invoked divine blessings while intruding upon the dynamics of the Middle E ast, it easily cultivated popular success while everyone ignored his Vice President’s new defense contract and the fact that most of the interventions would occur in areas of evident economic (oil) interest. Despite many questionableRead MoreWorld War I Was Considered By Many1000 Words   |  4 Pageswas stated by Charles Lindbergh, who stated, â€Å"Over a hundred million people in this nation are opposed to entering the war. If the principles of democracy mean anything at all, that is reason enough for us to stay out. If we are forced into a war against the wishes of an overwhelming majority of our people, we will have proved democracy such a failure at home that there will be little use fighting for it abroad.† The war, however, proved a danger to the United States, as well; it was not, as many believed

Primary or Secondary Research Free Essays

Should I use Primary or Secondary Research in my Dissertation? our site – CUSTOM ASSIGNMENT WRITING – DISSERTATION EXAMPLES So, you are starting to think about your dissertation, and you’ve grasped the basics including the difference between primary and secondary research. However, understanding what the differences are won’t necessarily help you to decide whether you should go for a secondary-data based, literature-review style dissertation, or get to grips with primary research. This guide is designed to help you decide what’s best for you. We will write a custom essay sample on Primary or Secondary Research or any similar topic only for you Order Now Overview of the Differences Just to remind you, there are clear differences between primary and secondary research. Primary research means research which is carried out for the purposes of your study. Secondary research is information that already exists. Many people chose to do an extended literature review, and this is the main type of secondary study. Secondary data can include journal articles, textbooks, online sources, company and industry data and other types of information. However, you might also decide to carry out new analysis on existing data, for example SPSS analysis on a large dataset collected by other researchers. This is another form of secondary research. Primary or Secondary Research: How to Decide Your tutor, professors or department might have a preference for the type of dissertation you do. In some subjects you might be strongly advised to do a primary study; in others it might not be practical (English language or Philosophy, for example). To some extent, whether you chose primary or secondary research will also depend on your research question. If the area is under-investigated, adding to the body of existing information by a small-scale study might make sense. Also listen to what your tutor suggests. He or she might feel that a primary study would be worthwhile. You might feel negatively about primary research, imagining that it will involve more work, or be more difficult, but you can access a great deal of help along the way, either from your tutor or online, and the experience will be valuable for you in your future career. If you are particularly interested in exploring theory you might want to consider secondary research . You might feel strongly that one or other model is better than another, feel that a new model needs to be developed, or want to review a large amount of existing research in the field. You might want to look at the usefulness of existing theories for understanding particular circumstances or behaviour patterns, for instance, or review the existing studies in a particular field. It is easy to assume that secondary research studies are easier, but this is not the case. You will need to evaluate the importance of the material you look at, compare and contrast the theories put forward, arrange the material in a logical way, and critique and analyse it in much more detail. If you decide to do a primary research study, you will also need to decide whether to collect qualitative or quantitative data. You might also decide to use a mixture of both types of data. Qualitative studies are useful for finding out why people behave as they do, what they think about issues, and how they feel in depth and emotionally. Quantitative studies are appropriate to questions of number, amount, and for dealing with measurable phenomena. Bibliography PlymouthUniversity (2013) ‘Writing a Dissertation’ [online] (cited 4th March 2013) available from http://www.learningdevelopment.plymouth.ac.uk/LDstudyguides%5Cpdf/Writingadissertation.pdf University of Birmingham (2013) ‘Research Methodologies’ [online] (cited 4th March 2013) available from http://www.socscidiss.bham.ac.uk/methodologies.html University of Reading ‘Researching your Dissertation’, [online] (cited 4th March 2013) available from http://www.reading.ac.uk/internal/studyadvice/Studyresources/Essays/sta-researchingdissertation.aspx How to cite Primary or Secondary Research, Essays

How does Stevenson present mr Hyde free essay sample

The story of Dr Jekyll and Mr Hyde was written in the 19th century. This was a time when scientific advances were rapid and new discoveries taking place within a short space of time. This is also known as the post Darwinian Period. At the time people where still recovering from the previously published book by Darwin, ‘’Origin of Species’’. This basically depicted us as being descended from apes and being just the product of evolution, which contradicted all religious texts and beliefs. However, towards the end of the 19th century, within the post-Darwinian perspective, scientists such as Freud were also beginning to examine various influences on human morality and character including drug and alcohol addiction, multiple personality disorder, and regressive animality. These are questionable influences in the novella written by Stevenson and possible drives behind the writing. One of the ways Stevenson portrays Hyde’s character is through his appearance. We will write a custom essay sample on How does Stevenson present mr Hyde or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In the opening chapter when he is first sighted by Enfield he is described as ‘Some Damned Juggernaut ‘, as well as ‘not like man’. This puts across a huge sense of deformity in his figure and posture. Just from the word damned we the reader can deduce that he is evil and malicious. This suggests he is condemned or doomed to eternal punishment, beyond just this life and into the afterlife. We can further analyse that the term ‘juggernaut’ makes us see him as overpowering, destructive and warmongering. Stevenson continues to describe his disturbing character with relations to being an ape. ‘’ In an ape like fury’’ ‘’Hairy Hands’’ are examples of this. From this we can ratiocinate that he is so different in figure and appearance that it is immediately distinguishable from anyone else. This also raised a chance for debate in the readers mind as at the time the theories of Darwin were still questionable, and these ideas about his appearance fuelled the opportunity for people to think about current affairs, it shows how it must have been quite a topical subject of the time if it is linked into fictional writing. Due to this profound popularity, Stevenson can show the disturbing character by relating it to current affairs in the real world making the reader have a closer connection to the ideas of Hyde’s character. Stevenson continues to present Hyde as a disturbing character using the surroundings and locality. An example of this is the back door to Jekylls home home; it is a good reflection of the personality and appearance of  Hyde. ‘Shabby and dilapidated ‘. This is closely collated to Hyde’s description of ‘scruffy and scrummy ‘. ‘Blistered and distained ‘also closely relates to Hyde’s character. Mr Hyde’s life is blistered and his soul distained due to the evil and sense of trepidation he emits into others around him. This is a very powerful effect used by Stevenson to show the disturbing character of Mr Hyde. In the beginning of the story when Jekyll has relative control over Hyde his windows in his home are described as ‘Always shut and clean’. This is a reflection of Jekyll and shows how organised and civilised he is in the beginning and that his hold onto reality is quite tight. However as the story progresses and Jekylls grip on Hyde begins to weaken the windows are described as ‘Dusty and barred with iron ‘. The dusty description shows how he is starting to loose his grip over normality and how everything which he would normally do is dissolve. Everything which he once new in the past is starting to be covered over and gather dust suggesting he has moved on from what he once was. The iron bars make us ratiocinate a secretive sort of character which is evident in the story, as he begins to lock himself in his cabinet more often and be concealed from his friends and servants. All his deeds and actions are carried out secretly and this has made the reader become much more sceptical on his intentions. The disturbing character of Hyde is reinforced further by the acts and deeds he commits during the novella. Right from the beginning the disturbing character is shown as he tramples over a young girl almost as if it was ok to do so. ‘Trampled calmly over the child’s body ‘. In this situation Hyde is seen as a monster and malicious, because he has done something as terrible as trampling an innocent girl much younger then himself, but not just the fact he did it but he did it with calm, as if she was almost unimportant and not noticeable. The fact he does it calmly is a contradiction in itself but this links onto further deeds suggesting this psychotic behaviour which plagues him. How he can do all these things with such cool as if it was all normal is.

The True Devils In Salem Essays - Salem Witch Trials, The Crucible

The True Devils in Salem English - The Crucible by Arthur Miller The True Devils in Salem In The Crucible by Arthur Miller, the madness of the Salem witch trials is explored in great detail. There are many theories as to why the witch trials came about, the most popular of which is the girls' suppressed childhoods. However, there were other factors as well, such as Abigail Williams' affair with John Proctor, the secret grudges that neighbors held against each other, and the physical and economic differences between the citizens of Salem Village. From a historical viewpoint, it is known that young girls in colonial Massachusetts were given little or no freedom to act like children. They were expected to walk straight, arms by their sides, eyes slightly downcast, and their mouths were to be shut unless otherwise asked to speak. It is not surprising that the girls would find this type of lifestyle very constricting. To rebel against it, they played pranks, such as dancing in the woods, listening to slaves' magic stories and pretending that other villagers were bewitching them. The Crucible starts after the girls in the village have been caught dancing in the woods. As one of them falls sick, rumors start to fly that there is witchcraft going on in the woods, and that the sick girl is bewitched. Once the girls talk to each other, they become more and more frightened of being accused as witches, so Abigail starts accusing others of practicing witchcraft. The other girls all join in so that the blame will not be placed on them. In The Crucible, Abigail starts the accusations by saying, "I go back to Jesus; I kiss his hand. I saw Sarah Good with the Devil! I saw Goody Osburn with the Devil! I saw Bridget Bishop with the Devil!" Another girl, Betty, continues the cry with, "I saw George Jacobs with the Devil! I saw Goody Howe with the Devil!" >From here on, the accusations grow and grow until the jails overflow with accused witches. It must have given them an incredible sense of power when the whole town of Salem listened to their words and believed each and every accusation. After all, children were to be seen and not heard in Puritan society, and the newfound attention was probably overwhelming. In Act Three of The Crucible, the girls were called before the judges to defend themselves against the claims that they were only acting. To prove their innocence, Abigail led the other girls in a chilling scene. Abby acted as if Mary Warren sent her spirit up to the rafters and began to talk to the spirit. "Oh Mary, this is a black art to change your shape. No, I cannot, I cannot stop my mouth; it's God's work I do." The other girls all stared at the rafters in horror and began to repeat everything they heard. Finally, the girls' hysterics caused Mary Warren to accuse John Proctor of witchcraft. Once the scam started, it was too late to stop, and the snowballing effect of wild accusations soon resulted in the hanging of many innocents. After the wave of accusations began, grudges began to surface in the community. Small slights were made out to be witchcraft, and bad business deals were blamed on witchery. Two characters in The Crucible, Giles Corey and Thomas Putnam, argue early on about a plot of land. Corey claims that he bought it from Goody Nurse but Putnam says he owns it, and Goody Nurse had no right to sell it. Later, when Putnam's daughter accuses George Jacobs of witchery, Corey claims that Putnam only wants Jacobs' land. Giles says, "If Jacobs hangs for a witch he forfeit up his property - that's law! And there is none but Putnam with the coin to buy so great a piece. This man is killing his neighbors for their land!" Others also had hidden motives for accusing their neighbors. Once the accusations began, everyone had a reason to accuse someone else which is why the hangings got so out of hand. The wave of accusations can be likened to mass hysteria, in which the people involved are so caught up that they start having delusions of neighbors out to do them harm. One of the main accusers, Abigail Williams, had an ulterior motive for accusing Elizabeth Proctor. In The Crucible, Abigail believed that if she got rid of Goody Proctor, then John Proctor, her husband, would turn to Abby. John Proctor had an affair with Abigail, but for

buy custom Honour Code at University of Colorado essay

buy custom Honour Code at University of Colorado essay Honour code at university of Colorado An honour code or system is a set of rules and tenets that guide and govern a particular group of people or community on the basis of ideal principles which define what is an honourable code of conduct and behaviour. An honour code just like rules and regulation defines what acceptable behaviour within a given community is. The violators of a code of honour usually faces disciplinary measure such as suspension or expulsion from the university. Universities and several institutions such as military academies use honour codes to curb to dishonesty and hence foster honesty and integrity. Majority of the code of honors discourage stealing, cheating or any other misconduct within an institution. The foundation of honor code can be traced back in 1779, were it was first established and implemented at the college of William and Mary in Virginia. The honor code first started with individual commitment, followed by the principles or ideals and finally the commitment to watch over other students. Honor code aims at minimizing corrosive academic dishonesty and helps in improving the quality of degree one is doing and at the end improving individuals life (John, 2004). Unlike the Hampden-Sydney College honor code which is compared with the military one, University of Colorado honor code encourages and support dialogue between the teachers and students. Hampden-Sydney College applies its honor code both at school and at home. Like the military abetting violation is as well as violating the code of honor. Strict code of honor is also applied at Brigham young university. The cod e of honor not only encourages honest academic behavior, limits an individual student on drinking of alcohol, drug abuse and smoking, grooming standards and sex life. However, there are other universities and colleges which have encouraged students to run their own honor code so as to enhance students participation. Such colleges include university of Texas, Princeton University, university of Colorado, University of Mary Washington Vanderbilt University and many others. This tries to instill in students personal discipline since our world requires professionals who can deliver quality work under minimum supervision. By giving students the freedom to identify certain norms and principles to guide their actions, they give them the ability to influence not only their lives but that of others. Abraham Lincoln one said that the way to make men trustable is to trust them. This philosophy therefore has strong roots and has been acknowledged as workable and indeed highly beneficial to the concerned parties. While other universities extend their code of honor outside their universities, University of Colorado honor code only works within the school thus providing freedom to the students to decide how to carry themselves outside the confines of the institution. However, this freedom should not be used as a conduit for participating in illegal activities since doing so is in direct violation of the honor code. Needless to say that whatever a stuent does outside should not affect his performance within the school and when such a conflict of interest occurs, the student must choose between school and the outside world (Appiah, 2010). At the University of Colorado, plagiarism, cheating and fabrication had become widespread among the student in the university community creating a culture of dishonesty and thus affecting the credibility and quality of the university degree. In an effort to reduce such habits the university council came up with the guidelines to reduce academic dishonesty and hence foster positive culture and attitude towards academic excellence. One of the salient features of the honor code at the university is that it is student run. This means that each student is responsible or accountable to another. However, students may develop negative attitude towards each other, especially those who report the violators of the honor code. Nevertheless, with the establishment of good communication channel within the university may reduce the chances of knowing the reporter. Integrating university policies with the syllabus is a greater step in closing the gap between the administration expectation and the student anticipation. Honor code being a significant social contract which is a basis for harmony and integrity within the university, it is a vital tool in creating awareness and creating conducive and favorable condition for dialogue hence enhancing and improving individuals integrity. The application of honor code accrues many benefits both inside the institution and outside environment. An honor code instills positive character traits and behavior such as honesty, trust and integrity can be applied outside the University of Colorado. This will lead in creating quality graduates who are creative and honest even as they join the mainstream world and assigned bigger responsibilities. A good example is the honor code of the Anschutz Medical Campus which discourages student from participating in any activity related to drinking of alcohol and drug abuse. This is because such activities are unprofessional and does not align well with bright prospects for a successful future. With the honor code in place, it guides students in their journey to become professionals with a deep rooted sense of integrity. In doing so, the University of Colorado will gain recognition as a center for excellence where students are not only taught the programs they enroll but are guided in a m anner that produces people of integrity, principles and strong leaders. Honor code helps students to be creative and participate more in research work. By doing this it will help them avoid plagiarism and hence a good culture of reading. With provision of more work from teachers and guiding them on how to do research students will engage more with the teachers thus creating rapport (John, 2004). This rapport will enhance honest participation and therefore developing integrity. In this regard, enforcement of honor codes motivates students to achieve excellence and succeed in fulfilling the requirements of their course in a credible manner. Academic disshonesty may be described as any activity that may lead to unfair competition or create disadvantage over the other students. Such activities include plagiarism, cheating, lying, fabrication, bribery and threat. Involving in such activities, leads to the violation of honor code at Colorado University hence watering down the quality and integrity of my degree course. Engaging in the aforementioned activities leads to personal harm as the dangers of getting caught are severe. It will be devastating to loose ones place at the university and this act would make getting a similar chance in other reputable universities highly improbable. The degree awarded by Colorado University requires students to engage in intense research work to be able to bring positive change within the university community. This implies that, misinterpretation of truth, taking of another persons property without permission, copying, illegal collaboration and sharing of information during examination will make my degree course not meet the required standards. Assisting others to cheat or circumvent the rules is detrimental to the person being aided and a serious violation of the university rules and honor code. This in the long run will affect the individual student and the quality of degree being offered by Colorado University. In addition, it might perpetuate a culture of laziness and erode the reputation of the university in the long run. Since we have been mandated and given the collective responsibility to run and protect the honor code, we are able to take immediate action to prevent violations and discourage students from engaging in dishonest academic activities. We should strive to conduct myself in manner that reflects integrity especially during exams and other related affairs. It is also a part of every students responsibility to discourage those who would attempt to cheat and report those who refuse to head warnings. This is because aiding in cheating or engaging in cheating is detrimental top oneself, to others within the university and to society in general. Should other students realize that others are outperforming them based on cheating and plagiarism, it might foster an attitude of disconnect and disillusionment. The effect might be increased cheating as other students adopt the same behavior. In conclusion, it is necessary to highlight that honor codes are a vital part of any institution since it guides its members on how to act in a moral way. Universities are institutions of higher learning where students are not only expected to acquire skills but to demonstrate the use of their acquired skills. Some students have a habit of wasting time or seek short cuts rather than follow the expected routine in satisfying the requirements of their programs. They would rather cheat rather than do their best to study and conduct research and acquire merits which they do not deserve. Honor codes try to dissuade students form those kinds of acts since they are detrimental to themselves and to their institutions. An institution where students follow rules and observe codes of conduct are places where excellence and harmony thrives. Buy custom Honour Code at University of Colorado essay

Flat Adverbs Are Flat-Out Useful

Flat Adverbs Are Flat-Out Useful Flat Adverbs Are Flat-Out Useful Flat Adverbs Are Flat-Out Useful By Mark Nichol An adverb is a word that modifies a verb or another adverb, or perhaps an adjective or possibly even a clause or an entire sentence. How versatile! But there’s more to this part of speech: It can sometimes shed the nearly ubiquitous -ly ending and, though it subsequently appears to be an adjective, retains its adverbial function. The most notorious instance of this transformation was the 1997 Apple Computer ad campaign that urged people to â€Å"Think different.† Oh, the uproar from uptight grammarians! (Followed by a quieter â€Å"Get over it† from ahem more open-minded observers.) Not only has different been attested in adverbial use for hundreds of years, but many other similar terms are part of the language (and they used to be even more common than they are now). Some flat adverbs have no normal adverbial form (that is, one ending in -ly): Straight is one example. Others have a normal form, but the two forms have distinct meanings (â€Å"Jump high,† but â€Å"I think highly of her†). Still others are interchangeable. (â€Å"Hold on tight† and â€Å"Hold on tightly† mean the same thing.) Here are some other flat adverbs; note how they’re most often suitable for brief imperative sentences (those in which the writer is issuing a direction or a command): 1. Bright: This word is interchangeable with brightly in sentences such as â€Å"The stars shine so bright on moonless nights.† 2. Clean: This usage is distinct from the -ly form: The idiomatic expression â€Å"Come clean† doesn’t have the same sense as the literal phrase â€Å"Come cleanly shaved.† 3. Close: The flat form and the normal form have related but different meanings: â€Å"Keep close,† but â€Å"Keep closely arrayed in formation.† 4. Deep: This term can be interchangeable with the -ly form (â€Å"Breathe deep† and â€Å"Breathe deeply† are identical in meaning), but it also has a distinct idiomatic usage: â€Å"Go deep.† 5. Far: This flat adverb has no -ly form: â€Å"You will go far in life.† 6. Fast: Fast is another flat adverb with no normal equivalent: â€Å"Run fast.† 7. Flat: The flat and normal senses of this term are similar but distinct: â€Å"I was turned down flat,† but â€Å"I was flatly refused.† 8. Hard: Hard and its -ly form are highly distinct in meaning: â€Å"I hit it hard† is almost the opposite of â€Å"I hardly hit it.† 9. Kind: Kind and kindly have slightly different roles: â€Å"Be kind,† but â€Å"Think kindly of her.† 10. Quick: This flat adverb is interchangeable with its normal equivalent: â€Å"Come quick† and â€Å"Come quickly† mean the same thing. 11. Right: Right and rightly have different senses: â€Å"Do right,† â€Å"Stay right there,† or â€Å"He aimed right for the target,† but â€Å"You are rightly upset.† 12. Sharp: Sharp and its normal form are interchangeable (â€Å"Dress sharp,† or â€Å"Dress sharply†), but there’s also a distinct flat-form meaning: â€Å"Show up at eight o’clock sharp.† 13. Slow: Slow and slowly are interchangeable: â€Å"Drive slow† and â€Å"Drive slowly† mean the same thing. 14. Soon: This flat adverb has no -ly equivalent: â€Å"Come again soon.† 15. Tough: This adverb is also without a normal version: â€Å"Hang tough.† Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Grammar category, check our popular posts, or choose a related post below:12 Types of LanguageSelect vs. Selected3 Types of Essays Are Models for Professional Writing Forms

The Rights Of The Accused And Their History Essay

The Rights Of The Accused And Their History - Essay Example According to the 6th Amendment to the Constitution, everyone is entitled to a speedy trial and they have a right to counsel. However, there are circumstances that would seem that the person is not entitled to a trial because the crime they committed was so heinous that they do not deserve one. In these cases, the public has a tendency to want to fall back on the older laws where the individual should receive a judgment right away because they are guilty of the crime. In America, the individual is not guilty until they have been proven guilty by the jury. When thinking about the issues that were presented in this assignment, it would seem that the law of the land (that which most people would think was right) and the official law of the Constitution are in conflict. Some people would expect that in order to have justice, the individual who was found guilty by the public, would not stand trial, and would be taken quickly to a conviction. The challenge with this way of thinking is that just because a person was found to be guilty by the public, does not mean that they are the guilty party. If we were to adhere to this type of law, we would find that we were convicting some innocent people. This is the reason why a trial is important to anyone's life. If they are given a trial and there is enough evidence to convict the individual, it can then be said that the law withheld the judgment. When thinking about whether these laws can stand the test of time, we have to say that they can. They are there to protect not only the person accused, but also to protect the public. Although the crimes today seem to be larger and more outrageous than those in the 18th Century by our standards, they are still in need of an impartial jury. The problem is, that many people who sit on a jury are already biased by the crime that was committed.

An Analytical Report of Tesco PLC Essay Example | Topics and Well Written Essays - 2750 words

An Analytical Report of Tesco PLC - Essay Example .................................................14 Introduction This paper is an analytical report of the strategic structures and marketing systems of a given organisation. The paper therefore focuses on Tesco PLC, a UK based international grocery company. The paper examines some important components of Tesco's business structures and leadership structures. In analysing the components of Tesco, the following objectives will be sought to be attained in the study: 1. The core vision, mission and strategic systems of Tesco PLC 2. The marketing and operational systems for the realization of Tesco's strategic plans. 3. An examination of the human resource, and supply chain systems that link Tesco PLC to its external environment The paper will involve a careful analysis of information taken from various sources that are relevant to Tesco's activities and expansion over the past nine decades that it has existed. The research will focus on some primary sources like the Tesco Annual Report of 2011. The paper also draws insights from the Tesco Website about various elements of the organisation. Additionally, secondary sources like books and journals are used to provide a deep insight into the company. The primary focus of the paper is on the UK operations of Tesco. However, where necessary, the research will cover aspects of Tesco's international operations to give a better insight into trends and ideas of the company. 1.0 Elements of Tesco PLC's Strategic Background Strategy is defined by Johnson, Scholes & Whittington as the â€Å"long-term organisationwide plan for a corporate entity that is set by the top level management† (2005). In this context, organisational strategy is a body of plans that are made by an organisation to meet the fundamental objectives of the... The primary focus of the paper is on the UK operations of Tesco. However, where necessary, the research will cover aspects of Tesco's international operations to give a better insight into trends and ideas of the company. This paper makes a conclusion that Tesco is a leading chain of retail shops that has its headquarters in the UK and branches around the world. Tesco has a vision of providing grocery and every day products and services to consumers and households. Tesco began modestly in 1919 as a sole proprietorship but evolved to become a private company and a UK public company. In the 1990s, Tesco embarked on an internationalisation strategy and utilised e-commerce. Tesco is now a multi-billion pound global business that has outlets around the globe. Tesco is run by a board of directors and supported by the CEO who has other officers under him. The CEO and officers' structure is duplicated in regions around the world. Tesco's marketing systems are based on the use of convenient outlets to sell high quality products at low costs to consumers. It has an enhanced brand image. Tesco maintains a personalised recruitment and selection process as well as an intensive training system. The supply chain man agement ensures that there are strategic distribution centres around the country and these centres use real-time communication tools and systems to ensure that stock levels are monitored and replenished on time.

Mountains Beyond Mountains Essay Example for Free

Mountains Beyond Mountains Essay The title is a haitian proverb that translates â€Å"beyond the mountains, more mountains.† As it relates to the book, I believe mountains beyond mountains means the never ending struggle to control disease involving the poor. In this case, the poor are the haitian people who are in a struggle to improve their health and the institution in place allow this to perpetuate. Farmer sees health in a way that differs from most. Farmer believes improvement of health is not only the actual treatment of the disease. Instead, it is the complete assimilation of institutions where the poor are given power to succeed politically as well as the access to health care. This is evident in what resources Farmer’s clinic has available to his patients that go beyond access to equipment and medications that are not easily attainable in Haiti. In order to provide the necessary resources for a healthy community today and into the future they provide a school, housing, kitchen that feeds people daily, sanitation, as well as filtered water systems. These different resources combined make up what a community needs to have an improvement of health today and into the future. This philosophy rings true for me. How can you expect to have a healthy community when these basic needs are not available. In a country like the United States these resources are at at your disposal in the most rural locations and their benefits forgotten because of it. Farmer’s Story shows how a small group of practitioners can make a positive and lasting impact in a world with poverty and a lack of health care provisions to those without insurance. One major component to this ability is the level of sacrifice these practitioners were able to endure. For many, the dreams of being a doctor include the big bucks that come along with it. In order to provide the level of care Farmer believed was necessary he sacrificed an extraordinary amount of his personal wealth. Another major sacrifice was his time with family. He split his year in Boston and Haiti so the geographic aspect was limiting. Then, the enormous amount of work that seemed never ending (mountains beyond mountains) kept  him busy way beyond an average 9 to 5, leaving no time for vacation to visit. These sacrifices are not to be taken lightly. I don’t know if I would be willing to live for others like Farmer has. It takes a certain character that one is born with to do this. Farmer used every tool he had to help. He sweet talked workers at hospitals and walked away with tuberculosis medicine for the poor and even paid for it himself. When caught he paid back the 96 thousand dollars in medicine he had take. When he was with others he would lecture all he came into contact with on the plight of the poor. He felt as though the poor were all too often forgotten. Tuberculosis control was the perfect example of this. Pharmaceutical companies had controlled TB in wealthy countries and made no effort in poor nations like haiti because it did not make sense financially. Once Farmer came into contact with a resistant form of TB in haiti he was on a mission to make MDR available for all not just the wealthy. The biggest block was cost. His goal of MDR for all was not shared by pharmaceutical companies that wanted to keep the prices high. That didn’t sway him one bit. Ultimately, Farmer was able to acheive his goal and make MDR affordable for all. This motivation with no regard to a personal financial benefit is an attribute I have seldom seen in my lifetime. I imagine Farmer had been approached or had the opportunity to make huge profits from his position and public image. This ethical character seems mythical in today’s world of business and bottom lines. His ethical standard is something to aspire to. The most intriguing quality I see in Farmer is his ability to understand the position of the poor in all its complexity. Wether the person is from Haiti or the United States he treats the patient with a respect that puts the patient at ease. His overall goal is to help the patient in a manner where it improves their overall health. One example that stuck out was Farmer’s experience with Joe a drug addict who doesn’t take his medication or eat properly. He sits with him and asks what his needs are in order to have a successful change in health. The response was definitely unique. His needs were a warm place to stay, 6 pack of beer, person to make sure he takes his medication, and someone to make sure he eats. Instead of listening and  completely dismissing his needs as out of the question he promises to try his best. On a board he writes what Joe’s current situation and the situation he wants to place him in and begins his mission. Ultimately he finds Joe a homeless shelter but they do not allow alcohol, but that doesn’t stop Farmer from pleading Joe’s case. This unorthodox method for providing the care Farmer felt would make a real change in Joe’s health was impressive. Farmer’s story is impressive. After reading this book I understand that a medical career is more than the good life. The abilities we are about to have can help so many and we need to know that is the goal of a good practitioner.

The Effects of Forgiveness on Mental Health Essay -- Mental Health Psy

Forgiveness has been defined in many ways by psychologists and researchers with no one universal definition. Hill (as cited in Maltby, Day and Mackaskill 2001) state that it is widely agreed that forgiveness involves a willingness to abandon resentment, negative judgement and indifferent behaviour towards the person who has hurt them Although research is recent, from the last 15 years, it has helped develop our understanding of forgiveness . Research has shown that forgiveness gives positive mental health and prevents the development of mental disorders such as anxiety, depression and stress. Two major models of forgiveness are Enright’s model and Worthington’s (2001) pyramid model to REACH forgiveness. Both these models involve steps and processes we go through in order to reach forgiveness. Individual differences are also taken into consideration such as personality traits such as the big 5 and narcissism which helps our understanding of why some individuals forgive a nd others do not and why as a result some individuals have poorer mental health as they are unable to forgive. This essay will therefore argue that the process and structural models have helped our understanding of forgiveness in terms of individual differences and mental health as they have shown steps we need to go through to reach forgiveness and research has additionally shown that those who do not forgive have poorer mental health. Furthermore it has shown that individual differences affect whether people can forgive or not taking into account personality traits. A process model of forgiveness is Enright’s model. Originally this involved seventeen stages incorporating cognitive, affective and behavioural elements (Enright and the human development group 1991) ... ...bes-bolyai, thrologia catholica Latina, LI, 1 Maltby, J., Day, L., Mackaskill, A. (2007) Personality, Individual Differences and Intelligence. Harlow, Pearson prentice Hall McCullough, M.E, Pargament, K.I., Thoreson, C.E (2000) Forgiveness; Theory research and practice (eds) New York, The Guilford press Mccullough, M.E., Sandage S.J., and Worthington, E.L.Jr. (1997) To forgive is human: How to put your past in the past. Downers Grove, IL, Intervarsity press. Walker, D.F., Gorsuch (2002). Forgiveness within the big 5 personality model. Journal of personality and individual differences, 32, 1127-1137 Worthington, E. L. Jr. (2001) Five steps to forgiveness: The art and science of forgiving, New York, Crown Younger,J.W., Piferi, R.L.,. Jobe, R.L., Lawler,K.A. (2000) Dimensions of forgiveness. Journal of Social and Personal Relationships 21: 837

Project Management for Dummies, by Stanley E Portny

The â€Å"Dummies Series† book, Project Management for Dummies, by Stanley E. Portny (Wiley Publishing, Inc., 2001), is, in my opinion, a relatively easy-to-read (although also somewhat structurally fragmented in places), step-by-step â€Å"how-to† book, for either current or prospective project managers, with or without experience. In life, every individual has projects to complete – usually a never-ending series of them, in fact, and often more than one project to complete simultaneously. One's projects may be personal or professional; voluntary or required. They may be for our selves alone; for friends or family; for churches, clubs, or communities; special events; or for colleagues; companies, or employers. As the author concurs, in his â€Å"Introduction† to the text: Projects have been around since ancient times. Noah built the ark, Leonardo da Vinci painted the Mona Lisa, Jonas Salk developed the polio vaccine – all projects. . . . Why then, is the topic of project management suddenly of such great interest today? The answer is simple. The audience has changed and the Management projects in particular, however, as Portny also points out, within Chapter 1, must meet three key criteria; they must have (1) â€Å"Specific outcomes†;(2) â€Å"Definite start and end dates†, and (3) Established budgets† (p. 10). Further, as that chapter mentions, project management â€Å"includes three basic operations† (p. 12), which are: (1)planning; (2)organizing; and (3) control (Portny). In management today, for managers at all levels, completing projects; meeting project goals; and meeting project deadlines, are more important, as skills, aptitudes, and professional achievements, than ever before, especially within today's super competitive business environment. As Portny also states at the outset: â€Å"Successful organizations create projects that produce desired results in established timeframes with assigned resources† (p. 9). Clearly, those who can successfully, skillfully, and within budgets and deadlines complete projects have an advantage over those who cannot. Many suddenly find themselves project managers, not by choice, but due to either changed or expanded job descriptions or expectations, or just plain company need. Increasingly, project management has increasingly become a ticket to job promotion and career advancement (or not). Moreover, if one has no previous formal training in project management, one may need to simply learn such skills on the job, and quickly. Project Management for Dummies is written for such individuals: those who would like to develop new project management skills (but also for those who desire to increase their current ones). The book is, I believe, potentially very useful for readers within either group. This book guides one through the beginning, middle, and ending project stages. It offers guidelines and tips on planning; navigating through ambiguities and uncertainties; teamwork; time management, organizational strategies; handling paperwork; staying on track; meeting deadlines, and bringing projects to a successful, satisfactory, and timely conclusion. Topics Project Management for Dummies covers include: making project schedules; building teams and sustaining teamwork; budgeting; coping with risks and surprises; optimally integrating technology into project management; and keeping team members motivated, on task, and within budgets and deadlines. Structurally, the book is divided into five parts (I-V). Each part consists of between three and six chapters, with 20 chapters in all. Chapter headings and topics covered include (to name but a few) â€Å"What is Project Management (And How Do I Get Paid Extra to Do It?)† (Chapter 1); â€Å"Estimating Resource Requirements† (Chapter 5); â€Å"Tracking Progress and Maintaining Control† (Chapter 10); â€Å"Dealing With Risk and Uncertainty† (Chapter 15); and â€Å"Ten Tips for Being a Better Project Manager† (Chapter 20). There are also two appendices (A and B) and an index. Chapter 2 covers defining and understanding what one is trying to accomplish with a project, knowing who and what one is doing a project for, and why that person or entity needs the project completed. This chapter also offers ways to avoid others' having unrealistic expectations of the project or oneself as manager. â€Å"Looking at the big picture† includes â€Å"figuring out why you're doing This project†; â€Å"identifying the initiator†; â€Å"identifying others who may benefit from your project† and â€Å"defining needs to be addressed† (pp. 29-32). In short, Chapter two focuses on defining the rationale(s) and parameters of the project; clarifying those for oneself and for all others involved; and laying the initial groundwork toward project completion. Chapters 3, 4, and 5 focus on â€Å"Getting from Here to There†; â€Å"You Want This Done When†; and â€Å"Estimating Resource Requirements†. Key ideas contained within these chapters, include knowing and planning all steps of a project, including making a â€Å"work breakdown structure†; â€Å"knowing how much detail is enough† (p. 49); â€Å"developing and analyzing a network diagram† (p. 71) and â€Å"assign your project's personnel needs† (p. 105). Chapter 5 in particular also stresses the importance of finding the right people to assist with the project. Portny observes â€Å"Your project's success rests on your ability to enlist the help of the right people to perform the necessary work† (p. 106). Portny also stresses that, toward that same end, â€Å"identifying skills and knowledge needed to perform your project's activities† (Project Management for Dummies) and Finding people who in fact possess all of those required skills will either make or break a project. One of the chapters I found most personally useful was Chapter 6, on â€Å"The Who and How of Project Management†. Here, Portny covers three main topics: (1) â€Å"Distinguishing the project organization from the traditional organization†; (2) â€Å"Clarifying the roles of different people in the matrix organization†; and (3) â€Å"Recognizing key tips for increasing the chances of success† (p. 137). As Portny also notes in this chapter, project management structure and atmosphere may be, and very often is, much different than overall company structure and atmosphere, and one is wise to be clear at the outset on the differences between the two. While projects are company activities, they nevertheless typically take on atmospheres, conflicts, and lives of their own. For example, one operates within both a centralized company structure and a functional departmental or area structure in most parts of one's job. However, project management may send one outside one's own functional structure into various other functional structures within the centralized one. Those areas outside one's usual functional structure become the unique â€Å"matrix structure† (p. 141) of the project. Understandably, the matrix structure of an individual project will spawn (and necessitate) much different communications; alliances; interrelationships; interactions, and interdependencies than will usual, more typical work activities. Key players in a project matrix environment, which obviously differs from one's overall work environment, will typically include the â€Å"project manager; project team members; functional managers; and upper management† (p. 143). Chapter 7 covers choosing and involving the â€Å"Right People† (p. 149) in one's project. Supporting ideas covered in this chapter include the importance of understanding one's project's audience (â€Å"any person or group that supports, is affected by, or is interested in your project† (p. 150). Each project also has â€Å"drivers†; â€Å"supporters†; and â€Å"observers† (p. 158) and it is equally important, Portny suggests, for project managers to identify and know each of them, and their respective roles. Of crucial importance to project success, also, is â€Å"Finding a project champion† (p. 159) or someone high up in one's organization that will support and encourages the project. Teamwork is crucial to successful project completion. Chapter 8 explains the importance of â€Å"defining team members roles and responsibilities† (p. 166), and making sure all team members are aware of their own and each others' roles and responsibilities. Therefore, lines of authority, responsibility, and accountability must be clearly established at the outset, and sustained throughout the project. This chapter also discusses strategies project managers can use should they have to deal with micromanagement from above, such as â€Å"setting up times to discuss interesting technical [or other] issues with the person† (p. 181). The book also covers ways of tracking progress and maintaining control (Chapter 10); ways of keeping everyone informed (Chapter 11), including sharing information both in writing and at meetings; and ways of encouraging peak performance in team players (Chapter 12), including providing rewards and helping players maintain motivation. Chapter 14 focused on handling risk or uncertainty, including ways of identifying possible risk factors; assessing risk impact, and preparing a risk management plan. Key advice of this chapter is to realistically assess risks to the project, and to have a risk management plan for handling them. Later chapters included advice on how to hold people accountable (Chapter 18); getting a project back on track (Chapter 19)and tips for optimal project management (Chapter 20). All in all, I benefited from reading and reflecting on the guidelines, strategies, and tips plentifully contained within Stanley E. Portny's Project Management for Dummies. The only aspect of this book that I found disappointing was that of that it had far fewer specific examples, of actual project management situations to illustrate major points and concepts, than I would have liked. I learn best and most easily from examples and discussion of how those examples illustrate theoretical concepts. I would have liked for Portny to do more of that in this book than he did. Major strengths of the book include its being thorough; comprehensive; well organized, and practical.

Zero Translation of Brand Name of Electronic Product

Brand name translation is important for these companies to make their products acceptable in China. But brand name translation is more difficult than translation of other text types because of its features and functions. Among all translation theories, functionalist translation theory, proposed in Germany in 1970s, breaks through traditional translation theories and focuses on functions of translation action. It provides zero translation with theoretic support. Zero translation is appropriate for brand name translation because zero translation emphasizes the effect of translation.This thesis is going to introduce the difficulty of brand name translation, zero translation and functionalist translation theory with many examples of electronic product brand name to prove that zero translation is an effective method for translating brand name. Key words: Zero translation; Functionalist translation theory; brand name; electronic products I , , , ,20 70 , , : ; ; ; II Zero Tra nslation of Brand Name of Electronic Product Introduction During recent decades, China has become one of the largest markets in the world, and all international companies sell their products and services in China, including electronic products. In order to increase sales in China, many companies translate their brand names in Chinese to help Chinese consumers recognize and accept their products. However, there are many difficulties in translating brand names. On one hand, brand names and their translations must be informative and concise.On the other hand, there are unavoidable differences between the culture of SL and that of TL. Equivalence-based theory focuses on the translation and the equivalence of content. But if the translation of brand name is simple, it often cannot express the cultural meaning of brand name in SL or the characteristics of products, and users of TL cannot understand the brand’s meaning or imagine the product’s characteristics as users of SL d o. If the translation of brand name expresses the cultural meaning of SL fully, it usually cannot be simple and easy to be memorized.Thus, how to translate brand names is difficult. In 1970s, functionalist theory was put forward and it emphasized the purpose of translation rather than the equivalence of content. The purpose of brand translation is to transmit the information of products such as advantages of products and the culture of company to domestic consumers. In consideration of conciseness and cultural differences, many brand names are translated with transliteration and transference. In 2001, Professor Qiu Maoru brought about a new term, zero translation, after the study of non-translation by Professor Du Zhengming in 2000.In the view of Qiu, zero translation includes omission, transliteration and transference. In recent years, some studies have proved that zero translation is an effective method of brand name translation and it agrees with the functionalist translation the ory. Since 1970s, with the development of technology, a large number of electronic products, such as computers, mobile phones, digital 1 cameras, have been developed and produced, and they have succeeded in changing people’s life style and work pattern.This thesis is going to prove that zero translation is an applicable method of brand name translation by providing some typical examples and by analyzing the usage of zero translation in brand translation. Chapter 1 Literature Review 1. 1 Study of Du Zhengming Professor Du Zhengming defines zero translation as non-translation and he thinks that not only transferring the original form of SL into TL is a kind of non-translation but also transliteration is a kind of non-translation because non-translation is the opposite of translation and because translation is to translate meanings.Du negates zero translation as a special method of translation, and it was unacceptable by others that his concept of zero translation covered transl iteration and non-translation. 1. 2 Study of Qiu Maoru In 2001, Professor Qiu Maoru published an article named Translatability and Zero Translation in Chinese Translators Journal and brought forward the item, zero translation. â€Å"Zero translation means translating words in SL without using the ready-existing words in TL. It includes two meanings: 1. translating with a deliberate omission of words in SL; 2. ranslating without using the ready-existing words in TL. † (Qiu 26) It is the first time that zero translation appears and triggers more debates on the definition of zero translation.But the omission should not be considered as a kind of zero translation because it is different from transference and transliteration. The omission is used to keep briefness without losing cultural meaning of SL, but the other two are applied for avoiding losing cultural meaning, therefore the purpose of omission is different from those of the other two methods. 1. Study of Liu Mingdong 2 In 2002, Liu Mingdong divided zero translation into two kinds, absolute zero translation and relative zero translation on the base of the study of Qiu. The absolute zero translation means direct usage of original form in SL and it includes ellipsis and transference. Relative zero translation is to express words of SL with the appropriate usage of words in TL and it includes transliteration, sound-meaning combination translation, complementary translation, image translation, literal translation with notes and adaptation.Although Liu developed the concept of zero translation, he still did not clarify the definition of zero translation. 1. 4 Study of Zhang Mengya In 2011, Zhang Mengya, in an article discussing brand zero translation, divided zero translation into two kinds, narrow zero translation and general zero translation. The former is transference and the latter contains transliteration and complementary translation. She further analyzed zero translation under the functionalist tra nslation theory and thought that zero translation of brand name helped companies express their spirit based on the consumers’ cultural habits.Although the definition of zero translation is still unclear, translators have accepted the concept of zero translation and take it as a common translation strategy. This thesis will not focus on the definition or the classification of zero translation and it will analyze the usage of zero translation in brand name translati on to prove the applicability of zero translation. Chapter 2 Introduction to Brand Name In the modern society, the world has unprecedented prosperity of economy, which embodies the improvement of living standard, the decrease of unemployment and the production of various commodities.Meanwhile, competition is so fierce that all companies seek their own advantages to expand sales. Some companies with long history and virtue of excellent quality regard brand name as a significant advantage because it symbolizes recogni tion and faith of customers. What is brand name or trade 3 mark? â€Å"‘Brand name’ is the name given to a product by the company that makes it† (Longman Dictionary of Contemporary English 207) Brand name is a distinctive sign that help customers distinguish or identify particular products or services which produced or provided by a specific person, enterprise or a group of persons or enterprises.For example, in 1972, in order to change its brand name to a special one, Standard Oil Company in New Jersey spent million dollars and hired hundreds of people and they managed to discover a group of letters, Exxon, which had been never used in any language on Earth and thus would avoid ambiguity. When people see Exxon now, only Exxon Oil Company appears in their minds because Exxon has no other meaning but Exxon Oil Company and it is easy to be distinguished. This example shows some features of brand names such as conciseness, identification and novelty.In the following part, the author will discuss features of brand names. 2. 1 Features of Brand Name: Conciseness, Identification and Novelt y Brand name helps consumers to distinguish its products or services from others', therefore it must be so easy to be recognized that people are likely to notice its products among products of the same kind, in other words, brand name must be concise and distinctive. Identification helps people to be aware of differences between different products.For example, brand names of mobile products of Apple Company include iPhone, iPad, iPod and iTouch and the company plans to produce a television called iTV. It is easy to recognize products of Apple Company because their brand names begin with the letter I, and even some people think of Apple Company when they see any sign beginning with the letter I. Brand name should be short because it is hard to be remembered if it is too long. It is undeniable that a long brand name leave people deep impression, but they can hard ly distinguish it from similar ones.Because some shorter ones are imitated, for instance Hike imitates Nike and Kuma imitates Puma, let alone longer ones. Brand names are supposed to leave people deep impression as long as possible and some particular brand names always appear in their mind when they want to buy something. Novelty is a feature of brand name and it can not only avoid ambiguity just as the example of Exxon shows but also offer 4 people pleasant feeling and fresh impression. Nokia adopts Lumia as its next series of Window Phone because Lumia is easy to be pronounced in all languages and has no negative meaning in any culture. . 2 Functions of Brand Name As mentioned above, brand names are concise and novelty, as a way of identification. Those features are met to suit the functions of brands. 2. 2. 1 Informative Function Brand name is directly linked to product, showing people their features. But brand name usually shows only one of their features of product because it is short. Some brand names come from the location or the main founder of company. For example, BMW, the world-famous automobile brand, is the abbreviation of Bavarian Motor Works, which shows that the company is located in Bavaria.Nokia, one of the largest handset manufacturers in the world, is just the name of the small town in Finland where the company was created in 1865. Goodyear, the third largest tire maker, is named after Charles Goodyear, the inventor of vulcanized rubber. Sennheiser, the famous audio equipment manufacturer, is named after its founder, Fritz Sennheiser. Some others show the quality or the cultural meaning of product such as the effect of products and the goal of purchase.For example, Lux, a soap brand name owned by Unilever, stresses the effect of the soap, which lusters the skin, because the letter lux shares the same root word with the letter luster and it is the unit of illuminance. Pampers, the most famous brand of baby diapers owned by P;G, reflects the love from parents to children. These brands named after people and location have little cultural meaning and they just show the history or information of company. But others are created on the base of culture and their results of translation are meaningless if they are transmitted without the ground of culture. . 2. 2 Stimulating Consumption When a company launches new products, it must consider and identify target 5 customers to meet the particular need of them because people of different ages, nations and genders have various needs and preference. Even for the same kind of goods, for example mobile phone, different people have different needs. Females usually focus on the appearance, elders prefer to long standby time and teenagers intend to pursue high-end configuration and more functions. Thus, with the limit of cost, new products should highlight their different advantages.Similarly, brand names should also cater to target customers to stimulate consumption. Brand names of aut omobile should reflect the pursuit of speed or safety, for example, the letter Rover in Land Rover, an automobile manufacturer that specialize all-terrain vehicles, is the name of an ancient Nordic nation, representing bravery and riding waives. Volvo is a world-famous automobile manufacturer too and its brand name means rotating wheels, representing moving forward. However, cosmetic brand name should leave people, especially women, feelings of beauty and youth.People always imagine refreshing and cleanliness when they use products of Clean-Clear, and another brand name, Biotherm, shows perfect combination of human and nature, because bio represents human life and therm mineral springs. 2. 3 Common Methods of Brand Name Translation There are some common methods of brand name translation, including transliteration, literal translation, free translation and mixed translation. â€Å"Transliteration is a method which is used often. It refers to write a word, sentence, etc. n the alphab et of a different language on writing system†(Longman Dictionary of Contemporary English 2136) Many companies adopt transliteration because it can keep the pronunciation and exotic flavor of the original form closely. Some of brand names that adopt transliteration are Nokia as , Motorola as and Adidas as . Literal translation is the rendering of text from one language to another word-for-word and it expresses the meaning of words or characters of brand name. Therefore, literal translation is the most common because it convey message of brand name directly and keep fidelity of brand name.Apple as , Blackberry as ? 6 ?, and Red Bull as apply literal translation. â€Å"Free translation reproduces the matter without the manner or the content without the form of the original. Usually it is a paraphrase much longer than the original†(Newmark 46). This method maintains the original meaning and achieves fluent and natural expression in TT, but it sacrifices the original for m. Free translation has advantages in expressing functions and effects of products and in arousing identification of customers. For instance, Whisper as ? belongs to this method.Mixed translation combines transliteration with literal translation to preserve similarity of meaning and pronunciation. For example, Safeguard as and Head ; Shoulders as . 2. 4 Difficulties in Translating Brand Names The above part presents features of brand name, including conciseness, identification and novelty. When international companies sell their products or services in a foreign country, they usually translate their brand names into the local language because these foreigners are unfamiliar with products or brand names in foreign languages. Thus it is necessary to translate brand names.But translating br and names is more difficult than creating a new brand name because translation not only conforms to these features but also faces the difference of culture. The difference of culture has existed s ince the beginning of translation. Unlike translation of article, which can explain cultural differences by annotation, translation of brand name has no room for annotation because brand name must be short. Therefore translation of brand name always loses a part of information of the original form such as pronunciation, form and cultural meaning. For example, in China, Lux is translated as which only maintains pronunciation but has nothing to do with effects of product, therefore Chinese customers are unlikely to feel effects of product when they see this Chinese brand name. Like the translation of Lux, that of other brand names usually keeps pronunciation but neglects the cultural meaning. But it is true that some translators abandon cultural meanings deliberately to avoid conflict of culture because of special cultural preference and taboo. Arabs disfavor panda traditionally because panda looks like pig that Allah forbids Islamists to eat in the Quran. In western culture, peacock is 7 greedy and evil animal just as Lord Shen, who is a white peacock and the main villain in Kung Fu Panda 2, therefore peacock should not appear in brand names in western countries. In order to solve problems of the translation of brand names, translators have sought many translation strategies such as homophonic pun, transliteration and paraphrase, and a new concept of translation strategy has appeared since the beginning of 21st century. In the following part, the author will introduce this new concept, zero translation. Chapter 3 Introduction to Zero Translation 3. 1 The Concept of Zero TranslationThe concept of zero translation was mentioned firstly by Professor Qiu Maoru in 2001. In his article Translatability and Zero Translation, published in Chinese Translators Journal, Professor Qiu brought forward the new item, zero translation. In order to explain this item, he pointed out that zero translation meant translating words in SL without using the ready-existing words in TL and classified it into two kinds. The first one is translating with a deliberate omission of words in SL and the other one is translating without using the ready-existing words in TL. The first kind is used to olve problems of lexical and syntactical differences between two languages and it is called Omission by Zhang Peiji in A Course in English-Chinese Translation. But there is no lexical or syntactical problem in brand name translation because of the limit of length. The other kind includes transference and transliteration. Transliteration maps the sounds of source language to the best matching script of goal language, meaning English words are translated into Chinese characters and they have phonetic connection. Transference is a translation technique that employs foreign words directly in goal language.Professor Qiu thinks that both transliteration and transference belong to zero translation because they use no ready-existing words of TL. In 2001, Liu Mingdong further studied z ero translation on the base of result of study of Professor Qiu. Liu divided zero translation into two kinds, absolute and relative zero translation. Absolute zero translation is to use foreign words directly 8 without any change. Both transference and ellipsis belong to this kind. The other kind is to translate original words by using words or characters of goal language with artful change. It contains transliteration, sound-meaning combination translation, complementary translation, image translation and literal translation with notes and adaptation† (Liu 30) Liu realized that it was difficult to find an equal script of TL for all translation actions and that adopting zero translation is unavoidable. Although many scholars have proposed their own opinions on zero translation and had a heated discussion since the appearance of zero translation, widely accepted methods of zero translation contain transference, transliteration, sound-meaning translation and complementary transl ation. . 2 The Difference between Zero Translation and Non-translation Zero translation is different from non-translation, which is presented by Du Zhengming. He thinks that non-translation was opposite to translation. Defining zero translation as non-translation, Du stresses that the aim of translation is to convey meaning of original content and transliteration is not a method of translation because transliteration hardly expresses original meaning in TL. In his view, employing the original form of SL without any change belongs to non-translation too.But his viewpoint is not accepted widely. The discussion of zero translation and non-translation refers to that of translatability and untranslatability, which has been debated since May Fourth Movement. Proponents of translatability acknowledge difficulties in translation as the result of cultural differences, but such difficulties can be solved by translators. The task of translator is to achieve better effect of translation by expl oring new translation strategies. The idea of proponents of untranslatability is opposite.They emphasize the incommensurability between languages, which means that the information of one language cannot be conveyed fully in another language. What is more difficult than the incommensurability between languages for translators is the incommensurability on culture level and the latter one embodies in the former. They overemphasize deficiency and the uselessness of translation. But they absolutize the cultural 9 difference and something special in one language. Changing and reforming special information in SL are common in practice of translation and such information is only a small part of the context of SL.The fact of translation history for thousands years also refutes the untranslatability. From the above introduction, it is clear that zero translation is different from non-translation because non-translation negates the aim of translation and the practice of translators but zero tr anslation is an effective strategy to cope with untranslatability. In Zero Translation vs. untranslatability: On Essence of Zero Translation, Luo Guoqing stated that untranslatability was paradox and pseudoproposition. â€Å"Translation is cross-linguistic and bidirectional communication.Translators have ability to lead readers into the culture of SL to cognize the item of SL, which is progressive and respective sense of zero translation. â€Å"(Luo 120) In the age of information explosion, workload of translators has increased sharply and they are likely to face more untranslatable items. In such situation, zero translation is a good solution because it can not only prove efficiency but also realize communicational function. Zero translation approaches the original form with no or little change and provides better understanding of cultural meaning of SL for readers than traditional methods do. . 3 Usage of Zero Translation Before the concept of zero translation was proposed, its methods had been adopted in translation of, especially, proper names, abbreviation and words with special cultural meaning. Now, the writer is going to provide some examples of zero translation. 3. 3. 1 Translation of Proper Names Proper names include people's name, place name, terms and abbreviation. Because of differences of pronunciation and writing system, proper names are more difficult to translate than other words. In TL, there always is no equal part corresponding to words of SL.But they are the most active part of language, thus they 10 will be communication obstacles if they are not translated. The translation of proper names, which should consider SL and keep accuracy, often adopts transference, transliteration and complementary translation. The following part will discuss the translation of people's name, place name, terms and abbreviation. Terms are professional words in particular areas with characteristics of time and profession. Because their meanings changed with th e development of their own areas, translation of them must be accurate and zero translation is the best way to translate them.Examples of transference are DNA, SARS, USB and GPS, and those of transliteration include clone as , gene as and Hertz as . Although these examples look simple, zero translation manages to meet terms' requirement of accuracy and standardization. In Zero Translation: Translation Strategy of Standardization of Scientific and Technological Terms, Wang Juxiang and Sang Yuanwei concluded that standardization of scientific and technological terms are translated most precisely by zero translation. (Sang, and Wang 35) People's name and place name contain obvious cultural identity.Place name often indicates geographic feature, products and history of the place. In the past, Chinese names were transliterated on the base of Wade-Giles romanization, which was invented by Thomas Francis Wade, a British diplomat. But the accuracy of Wade-Giles system has weaknesses, for example Peking as and Chingtao as ? ? . With development of Standardization, people's name and place name are transliterated on the base of Pinyin such as Beijing as . Many translations have been fixed and some of them are Tom as , Alice as , London as .Because of cultural permeation, it is common for people to speak original names without any translation to express their friendliness. Most names are transliterated but some adopt sound-meaning translation, for example Cambridge as and New Delhi as . Such diversification of translation means that translation of name is becoming less strict and the world more open and inclusive. 3. 3. 2 Translation of Abbreviation An abbreviation is â€Å"a short form of a word or expression. â€Å"( Longman Dictionary 11 of Contemporary English 3) Usually, but not always, it consists of a letter or group of letters taken from the word or phrase.It is convenient for people to read and write. For example, people usually do not speak or write Orga nization of Petroleum Exporting Countries but its abbreviation, OPEC. Such words have clear meaning but are too long for communication. They are created with social and scientific progress to meet the need of communication and have been widespread. Such words include ATM, NBA, GDP and VIP, etc. People can translate every word of original form into Chinese characters and results of such translation are correct, but these translations are still too long, for instance , , .Therefore most abbreviations are transferred and some abbreviations are transliterated. Table 1 Translation of Abbreviation Abbreviati Original Form Translation on Zero Method Translation OPEC Organization of Petroleum Transference Exporting Countries OPEC Transliteration WTO World Trade Organization WTO Transference WHO World Health Organization WHO Transference CEO Chief Executive Officer CEO Transference GDP Gross Domestic Product GDP Transference TOEFL Transference TOEFL Test of English as a Foreign Langu age DNA Deoxyribonucleic Acid ? Transliteration DNA Transference 3. 3. 3 Translation of Words with Cultural Meaning Zero translation is an effective strategy to translate words with unique cultural meaning. Such words, created in the history and tradition of particular group of people, have obvious features of area, history and nation. They are difficult for 12 translators because there is no equal part in TL. For example, people of TL cannot have the same feeling of people of SL when they read or hear Avatar because, in culture of TL, there is no such a god or person like avatar. Thus it is better to adopt transliteration to solve this problem.In translating ancient poems, it is difficult to translate traditional musical instruments such as . This unique instrument always leaves people deep beautiful impression of young women. If it is translated as violin or other western instrument, foreign readers are likely to have incorrect feelings. Thus it is better to translate it as pi pa by pinyin. The study of zero translation needs theoretic support. In the following part, the writer is going to analyze zero translation under functionalist theory. Chapter 4 Introduction to Functionalist Translation TheoryTraditional translation theories focus on equivalence of text, which means the transmission of message, but neglect functions of translation such as cultural communication. Nida's theory of dynamic equivalence and that of functional equivalence break the limit of traditional translation theories, but they are inadequate to process cultural elements in ST. In 1970s, functionalist translation theory appeared in Germany and flourished. It deemphasizes the equivalence of text, puts translation action into cross-cultural communication and considers function of translation as the core of theory.There are four people making great contributions to functionalist theory. They are Katharina Reiss, Hans Vermeer, Justa HolzManttari and Christiane Nord. This part is going to introduce their studies. 4. 1 Katharina Reiss Reiss proposed a model of translation assessment based on functional relationship between ST and TT in the book Possibilities and Limits of Translation Criticism. She points out that function of text should be a criterion of translation criticism. Her theory adheres to equivalence-based theory and advocates that the ideal translation is the achievement of equivalence of content, language form and 13 ommunicative function. But in practice it is impossible to achieve such equivalence. She is aware of the fact that not all functions of TT are the same as those of ST, and the form of TT is unnecessary to be same as that of ST, which means translation action does not need to achieve equivalence in traditional theories. Thus the function of translation is more important than equivalence. Translation criticism should depend on the circumstance of text, not on the analysis of features of original text, which takes precedence over traditional th eories.She thinks that a text has many functions but only one is dominant and this one controls the whole translation action. The judge of text type helps translators to determine the level of equivalence that should be achieved and to select the proper translation strategy. Reiss divides text types into three kinds, informative text, expressive text and operative text. Brand name belongs to the last kind whose purpose is to lead readers to act in a certain way. â€Å"Therefore, both the content and form are subordinate to the extralinguistic effect that the text is designed to achieve.Operative text translation should be guided by the overall aim of bringing about the same reaction in the audience. â€Å"(Zhang 10) 4. 2 Hans Vermeer Vermeer put forward the most important theory of functionalist theory, Skopos Theory. Skopos is a Greek word, meaning aim or purpose. He thinks that translation, like other human actions, has particular purpose, which is the core of the whole action o f translating. Just as his teacher, Reiss, does, he considers that the purpose of translation determines which method should be used. ‘Skopos theory' focuses above all on the purpose of translation, which determines translation methods and strategies that are to be employed in order to produce a functionally adequate result†(Mundy 97). Skopos theory has three rules, the skopos rule, the coherence rule and the fidelity rule. The skopos rule means the result of translation enables translation of text to realize its functions in the situation it is applied and with people who use it. In other words, the aim of translation determines the action of translation and the result of 14 translation decides selected strategy.The coherence rule, also called intratextual coherence, means that TT must be natural and fluent in TL and be understood by receivers, given the culture and circumstance of them. TT is the transmission of ST, and the content of TT must bear relationship with tha t of ST. Such relationship is called fidelity. From the above introduction to skopos theory, it is clear that the most element of translation action is addressee. Because receivers' culture, knowledge and needs determine the method and the strategy of translation. The three rules should be applied in zero translation of brand name.The aim of brand name translation is to keep the flavor of brand name in ST, which is the first rule. The second rule is to make the result of translation acceptable and understandable in culture of TL. The last one, the fidelity rule, preserves features of original brand name as many as possible. Therefore zero translation of brand name must adhere to the three rules. 4. 3 Justa Holz Manttari Manttari further develops functionalist theory and expands the area in which functionalist theory is adoptable. In her theory, translational action is regarded as a complex action designed to meet particular needs.Translation, driven by purpose, is to transfer messag e with cross-cultural communication. She mainly studies translational action, roles in such action and circumstance in which translational action occurred. 4. 4 Christiane Nord Nord firstly systematizes functionalist approaches and introduces functionalist translation theory comprehensively in her book Translating as a Purposeful Activity: Functionalist Approaches Explained in 1997. She agrees with the above three scholars' theories and creates her own theory, function plus loyalty. In her opinion, translators would abandon useless part of ST after they clarify the purpose of translation.She stresses the importance of ST and thinks that translators should be responsible for ST writers, TT addressees and initiators, and such responsibility is 15 loyalty. Loyalty is different from fidelity because fidelity is just the relationship between ST and TT but loyalty is interpersonal relationship among translators, ST writers, TT addressees and initiators. Besides purpose of translation, tra nslators have to reach a balance among other groups. TT must achieve the purpose of translation such as cultural communication and satisfy ST writers, TT addressees and initiators as much as possible. . 5 Zero Translation of Brand Name in the Light of Functionalist Theory According to functionalist translation theory, translation is a purposeful action and different text determines different translation strategy and criteria. Breaking through traditional translation theory, functionalist translation theory emphasizes the importance of function in evaluation and action of translation. In translating brand name, â€Å"it is essential that in the target language the same effect be achieved as the original in the source language†(Reiss 41).As a new kind of translation method, zero translation can achieve functional equivalence furthest. Functions of brand name are transferring information of products and stimulating consumption. Translation of brand name must realize those functi ons of original brand name. In other words, translation of brand name helps people of TL to understand and accept products by transferring features of products and meaning of original brand name across cultural boundary and to persuade potential consumers to make a purchase. Zero translation is an effective method to translate brand name for following advantages.Zero translation transmits information of brand name with no loss or least loss of original form. It leaves customers of TL the same feelings as SL people have by lead TL customers to understand meaning of brand name in the circumstance of SL. Thus zero translation can preserve functions of SL brand name as much as possible. Another advantage is identification. Because zero translation keeps the form or the pronunciation of brand name in SL, it is easy to avoid confusion. For example, Windows, an operating system developed by Microsoft, once was translated as , but its owner was unwilling to use this translation because ? w as likely to mislead Chinese users to consider it as an operating system developed by domestic 16 companies, and customers lost original user experience and feelings. Therefore Microsoft insisted on transferring Windows in China. The next chapter is going to provide some examples of electronic products to prove the applicability of main methods of zero translation such as transference, transliteration and complementary translation. Chapter 5 Zero Translation of Brand Name of Electronic Products People's lifestyle and working pattern has been changed by electronic products including computer, digital camera and mobile phone, etc.These products bring about convenience and have been necessities for most people. In recent decades, many international companies produce and sell their electronic products in China. In order to compete with domestic products, those international companies apply different translation methods to make their brand names acceptable in China. Some Chinese intend t o buy products of foreign brand names because these products signify wealth and taste. In such situations, zero translation keeps form and pronunciation more completely than other translation strategies.The writer finds that zero translation is common in translating brand names of electronic products because zero translation preserves the original flavor of brand name and wins customers' favor. Transliteration is often applied to translate brand names, which are easy to be pronounced in Chinese and others are translated by transference and complementary translation. 5. 1 Transliteration Many foreign companies are named after its founder or the place where it was founded, and their meanings make no sense in Chinese culture. It is difficult and useless to transmit meaning of those brand names.Therefore transliteration is the best method if their phonetic symbols are similar with pronunciation of Chinese characters. Dell and Nokia belong to this kind. Some brand names reflect the his tory of company. For example Motorola 17 is the combination of â€Å"motor† and rola. Motor means the company produced cars and rola is the suffix of Victrola, the name of predecessor of Motorola. The literal meaning of such brand name will not help people of TL accept its product because of the lack of cultural ground. It is better to transliterate them to keep the pronunciation.Transliteration is also applied to translate brand name with special meaning. The former name of Sony Corporation was Tokyo Telecommunications Engineering Corporation, but it was too long. In 1958, the former name was changed to Sony. The Sony name was created by combining sonus, the original Latin for sonic, meaning sound, with sonny, denoting small size, or a youthful boy. It was chosen for its simple pronunciation th at is the same in any language. The feature of Sony is conciseness and its meaning. But if translators want to express its meaning, TT will be too long and lose its feature.In China, it is transliterated to ? ? , which preserves the conciseness and the pronunciation of Sony. The writer will list more examples of brand name of electronic products. Table 2 Transliteration of Brand Name Brand Name Transliteration Canon Nikon Olympus Casio Leica Philips Alcatel Semheiser Shure 5. 2 Transference Some brand names are difficult to transliteration because of the difference of pronunciation between two languages and to translate their literal meaning with the 18 limit of length or the lack of original feelings.For this kind of brand name, the best translation method is transference. Thinkpad, created by staff of IBM, combines think with pad. The pad is the notepaper used in IBM and the letter think is IBM's motto printed on the top of the note paper. Because the literal meaning of Thinkpad is ?, which makes no sense in China, it is better to keep its original form. Like the translation of Thinkpad, transference is also applied in translating Android, a mobile operation system developed by Google, Shuffle, a MP3 player produced by Apple, Nexus, a mobile phone designed by Google, and Palm, a mobile phone producer. . 3 Complementary Translation â€Å"Complementary translation in brand name translation is a method by which translated brand name is not only homophonic with the original, but also has specific meaning. † (Zhang 27) It keeps phonetic feature of brand name and change the form of TT with artful skills. For example, the translation of Galaxy, a series of mobile phone designed by Samsung, is . The literal translation of Galaxy is , but it cannot express its top status among mobile phones as does. The writer collects fifty foreign brand names of electronic products and analyzes their translation methods.Here is the result of the survey. Table 3 Result of a Survey on Methods of Brand Name Translation Translation Transference Transliteration Number Percentage Literal Free Mixed translation method Complementary translation tran slation translation 7 24 5 3 5 6 14% 48% 10% 6% 10% 12% Zero translation 72% 19 Conclusion In this thesis, zero translation is divided into two kinds, absolute zero translation and relative zero translation, like Liu Mingdong’s classification, but the former one is transference and the latter covers transliteration and complementary translation.The item, zero translation was brought about following the concept of untranslatability, which is undeniable to some degree because of the difference between culture of SL and TL. The aim of zero translation is to express effects of product and information pf producer in the culture of SL without any loss and zero translation is better than other translation strategy because it shows the cultural meaning in the form of SL. Zero translation focuses on the purpose of translation without the emphasis on equivalence of content, therefore zero translation corresponds the functionalist theory.By analyzing these examples of brand names of ele ctronic products, this thesis proves that zero translation succeeded in meeting requirements of brand translation, thus zero translation is an applicable method in brand translation. 20 Reference 1. Du, Zhengming. [ ], , , (? )2000. . : ?, 2000 2. Holz-Manttari, Justa. Translational Action: Theory and Method. Shanghai: Shanghai Foreign Language Education Press, 1984 3. Liu, Mingdong. [ ], ? . ? , 2002,(1): 29-32 4. Longman Dictionary of Contemporary English.Beijing: Foreign Language Teaching and Researching Press, 2004 5. Luo, Guoqing. [ ]. :. , 2011,(2): 116-120 6. Mundy, Jeremy. Introducing Translation Studies Theories and Applications. London and New York: Routlege 2001 7. Newmark, Peter. A textbook of Translation. Shanghai: Foreign Language Teaching and Researching Press, 2001 8. Nord, Christiane. Translating as a PurposefulActivity-Functionalist Approaches Explained. Shanghai: Shanghai Foreign Language Education Press, 2001 9. Qiu, Maoru. [ ], ? . ? , 2001,(1): 2 4-27 10.Reiss, Katharina. Translation Criticism: The Potentials and Limitations. Shanghai: Shanghai Foreign Language Education Press, 2004 11. Sang, Yuanwei; Wang, Juxiang. [ ], : â€Å" †. , 2006(2): 32-35 12. Vermeer, Hans J. Skopos and Translation Commission. Shanghai: Shanghai Foreign Language Education Press, 2000 13. Zhang, Mengya. [ ], â€Å" â€Å", ? 21 , 2009 22 Acknowledgements First and foremost, I would like to show my deepest gratitude to my tutor, Professor Liu Shizhu, who is a devoted, professional, resourceful scholar.He has helped me in more than one way during my college study as well as in my thesis writing. He lights the way for me. Thanks to his inspirational ideas, I chose translation of brand name as the thesis theme. In the writing process, he helped me with encouragements and guidance. I should say that without his help, there is no chance that this thesis would be present. In the second place, I would like to thank my family for their care an d support for me. There is nothing more valuable to me than the love from family members.I still remember the day when I got stuck on writing the thesis; it is my father’s words encouraged me to look ahead. I should thank my mother for her delicious dishes and I owe a lot to my grandfather. My family has taught me to be a decent person, a person values honor and cares for others. Last but not least, I would like to extend my sincere thanks to all those who have helped me make this thesis possible and better. My lovely friends, my cheerful roommates, and the girl I want to spend my life with. They all help me, on the thesis or in my life. 23 24