The recent upsurge of supplementary education has brought something attention-grabbing to the mediascape in China -- educational ethos, inclusive of pedagogies and teaching ideals, is being widely marketed and increasingly used as a benchmark of 'quality' in education. This study explores the ways in which educational ethos in China is advertised…

Previous studies have revealed that creative advertisements are recognized and recalled better than their less creative counterparts. Remembering and forgetting are two sides of the same coin of memory, denoting memory's storage and elimination functions, respectively, which can both potentially impact advertising effectiveness. To date, there…

To date, research in advertising has focussed almost exclusively on metaphor, with linguists and marketing scholars paying very little attention to alternative types of figurative expression. Beyond the finding that metaphor leads to an increased appreciation of advertisements, there has been surprisingly little research into how consumer response…

This paper is part of the researcher's Ph.D. thesis to deploy and develop the potential of genre-based pedagogy of systemic functional linguistics to support business-major English language learners' development of persuasive strategies in the written discourse of online advertisement. Given the "value" of netvertisement in motivating…

Red Culture is one of the symbols of Chinese national spirit in China. With the enhancement of China's international status, the world gets to know the Red Culture stage by stage. And yet, in the process of Red Culture's foreign publicity, the depth and breadth of cultural diffusion have been affected by different factors. This paper objectively…

As the online education market continues to expand globally, teaching and advertising have converged in digital spaces in unprecedented ways. Driven by the attention economy, independent online educators must compete to cultivate a consumer base. To attract followers, they must engage not only in online teaching activities but also in…

Taking a photo-studio brand named "Naive Blue"([Chinese characters omitted]) as a case study, this article seeks to contribute to the understanding of translingual practices as stylistic strategies for commercial purposes in the era of globalization. Sociolinguistic analysis of the brand logo, shop signs and social media promotional…

This paper provides an empirical account of commercial genetic testing in China. Commercial predictive genetic testing has emerged and is developing rapidly in China, but there is no strict and effective governance. This raises a number of serious social and ethical issues as a consequence of the enormous potential market for such tests. The paper…

Content analysis of job ads has been used to inform curriculum renewal in many disciplines, but it is not commonplace in Translation Studies. This paper aims to identify qualifications and competences in the translation market through content analysis of translation job ads in China. Four hundred and twenty-nine job ads were collected from the two…

From the 1990s, the multimodal turn in discourse studies makes multimodal discourse analysis a popular topic in linguistics and communication studies. An important approach to applying Systemic Functional Linguistics to non-verbal modes is Visual Grammar initially proposed by Kress and van Leeuwen (1996). Considering that commercial advertisement…

Antitobacco advertisement components, including types of messages and advertising appeals, have not been evaluated among multinational groups. This study identified and compared the content of antismoking video ads across three countries. We reviewed 86 antismoking video advertisements for the following information: severity of the consequences of…

ESP textbook plays an important role in facilitating students to develop their profession-related language skills. However, ESP textbooks published in China are less developed and often criticized as ignoring the training of language skills. This research aims to reveal the specific problems of China's ESP textbooks by conducting a multiple-case…

This research investigates the ideological character of the English language in East Asia. It focuses on the prevailing beliefs, values and propositions relating to English as a global language and the spread of English in the non-English East Asian countries, namely China, Japan, South Korea and Taiwan. By analyzing how English is presented in…

While infanticide or sex selective abortion in rural areas of the world may seem to have little to do with a famous musician who is a domestic abuser from the first world who avoids criminal punishment while being applauded and glamourized, the message going out to girls is consistent: they are not valued in the same way that boys are. In order to…

This volume includes four sections of the 2020 NORDSCI international conference proceedings: (1) Education and Educational Research; (2) Language and Linguistics; (3) Philosophy; and (4) Sociology and Healthcare. Education and Educational Research includes 15 papers covering the full spectrum of education, including history, sociology and economy…