An Analysis Of A Peaceful Dock In The Bustling Bay

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9. 一座躍動城市中的心靈停泊港口A Peaceful Dock in the Bustling Bay This is the final set of the Eslite’s slogans. The message is building a store, which can offer a calming, resting place for metropolitan, in the busy city centre, Causeway Bay. To begin with, the Chinese slogan, 「躍動城市」is quite an awkward collocation but it is understandable to use this positive adjective instead of 「繁忙」,which carries negative side of the fact. The whole Chinese slogan is a combination of unusual collocation trying to create an image for the audience – the bookstore is a place where they can rest their soul. The English slogan is more natural in tone. Instead of the city, the writer uses ‘the bustling bay’ as an analogy to a busy city. Bay is also a better match to dock.…show more content…
The English slogan adapts popular culture, the movie ‘Ghostbusters’, in it. The Chinese also contains correspondent Chinese translation of the movie’s name「捉鬼敢死隊」. It is a good strategy to build a bond with your audience and attract their attention. There is a repetition of「敢死」in the Chinese making it a main point in the slogan. It dares the audience that also leaves suspense to let people wonder what is included in the event. In English, the slogan specifies the event is for Halloween, which is not the case in the Chinese. I believe it is because the phrase「捉鬼」has implied the festival without saying, however, it is stated in the English as an addition information for the Chinese. Sometimes bilingual slogans complement each other, and so is the case here. ‘Dare to come’ delivers the same message as 「敢死你就嚟」, yet it does not have the same effect of the…show more content…
The Chinese slogan is written in Cantonese, which is the mother tongue of most of the Hongkongers. It serves the purpose of propaganda effectively. The writer chooses words in the slogan carefully. 「大蹝」is used to compare with 「大食」. People order or buy more food than they need. 「鬼」is a usual suffix in Cantonese to describe people with a bad habit, like 「懶鬼」someone who is very lazy. Altogether the slogan uses a very colloquial, familiar language to its audience. It is easy to see the Chinese slogan comes before the English one. ‘Waster’ is a rare phrase used in English. ‘A big waster’ is an even rarer expression. It can be associated with ‘big loser’, which is a more common phrase in English. This association brings negativity to ‘big waster’ even more. Therefore, it can serve the purpose of the campaign of telling people not to be a waster. Nevertheless, it delivers the same message to people who do not understand Chinese or

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