Prospective Maltese Workers and Trade Union Values Literature review

Prospective Maltese Workers and Trade Union Values - Literature review Example Until 1964, Malta was under the colonial rule of the British Empire, and it is for this reason, that its trade union values even after gaining independence, tend to reflect the rules and values of UK. At present, Malta has one of the world’s highest national union membership densities, though without any regional distinctions, of a specific type. This is largely owing to the fact that the small size of the country and the associated membership base, have led most of the Maltese trade unions to feel that affiliations to a confederate structure, are not essential. The chief religion of the state, the Roman Catholic Church, also plays a major source of inspiration for the functioning of the various trade union organisations in this country. In this context, we will first examine the trade unions in general, their values, and relevance in the modern labour market scenario. 1.1 What are Trade unions, their values, and relevance in the modern industrial relations â€Å"Trade union means any organisation, whose membership consists of employees, which seek to organise and represent their interest birth in the workplace and society and, in particular, seeks to regulate their employment relationship through the direct process of collective bargaining with management† (Salaman, 1987). ... This kind of an alliance, which is based on social partnership values, have helped in the creation of a new dimension in the study of industrial relationships, which has made it possible for starting â€Å"social dialogue[s], and [forging] cooperative relationships between employers and unions† (McLaughlin, 2007, 9). The members in the social partnerships, within industrial relations, define and identify their own requirements within the framework of their democratic structures and elected heads, which are based on the nature of the specific problems that they face in their country of operation. These requirements must necessarily portray the scheme, preferences, and orientations of the members, which form a part of the social partnership values. Within trade union values, partnership aspires to be a â€Å"relationship of equals, based on mutual respect, trust and understanding, where diversity and differences are recognised and accepted† (ibid). A look at the Trade Uni on Principles within the Madrid charter (final) shows us that trade unions accept partnerships as ‘two-way’ alliance which is also a learning experience for all the concerned parties. Partnership is founded on resolutions for the preservation of solidarity and inter-organisational cooperation, and is based on values that are stable and mutual, while its functional principles relate to the safeguarding of the rights of employees, and the democratic organisations that represent these employees. According to the trade union values, when these organisations have access to public or government resources, they become accountable to the general public. In such

A Tentative Study of Trademark Translation Essay Example for Free

A Tentative Study of Trademark Translation Essay Abstract: Trademark is a special kind of language signs. It is the concentration of commodities’ distinct characteristics, the core of commodities’ culture, and the powerful weapon for an enterprise to participate in international competitions. With the development of globalization and the increase in international trade, the products of importing and exporting strengthen day by day; the translation of trademarks is gaining more and more attention. Nowadays, more and more people have realized that a good translation of a trademark in promoting sales is crucial to the development of international markets and profits making. According to some instances of trademark translation, this thesis summarizes some main characteristics of trademark, and discusses the principles and some general methods of trademark translation. Key words: Trademark; characteristics; translation principles; translation methods : , , , , , , , , , , : ; ; ; Introduction According to R. Heis, an American economist: â€Å"A brand name, i. e. trademark is a name, form, sign, design or a combination of them that tells who makes it or who sells it, distinguishing that product from those made or sold by others. † (Guo Guilong Zhang Hongbo, 2008: 100) A trademark is just like a product’s name, which is the representative of the image of a company and the symbol of quality. In promoting sales, the trademark plays a very important role in arousing consumer’s desire to shop, bringing the huge economic benefits and even in determining the survival of a company. With China’s joining to the WTO, China strengthens cooperation with other countries, including increasingly frequent economic and trade exchanges. How to introduce our products to foreign countries, bring foreign products into the domestic markets and conduct a successful sales business has become quite important. Therefore, a successful translation of trademark becomes urgent and necessary for the enterprises. While trademark translation is not only a simple conversion from one code to another, but a clear intention of the cross-language commercial, a special cross-cultural communication activity. Thus, it is vital for us to pay more attention to the principles and methods of trademark translation. Chapter1 The Characteristics of Trademark Though there are various definitions of trademark, they share something in common. In general, a trademark should be simple and easy to remember, and should be distinctive and favorably associative. 1. 1 Simple and Easy to Remember It is a basic requirement for a trademark to be simple and easy to spell. Choosing short and simple words for composing trademarks will help consumers comprehend them more easily, because simple and short words are easy to keep in memory. Nowadays, with the fast development of economy, more and more trademarks flood into the market, how could consumers memorize all of them? Therefore, if a trademark is short and easy to spell and memorize, it can occupy the market easily. In fact, most well-known trademarks are in short form, such as Nike, Sony, Apple and so on. 1. 2 Distinctive from Similar Products We all know that the purpose of using trademarks is to distinguish one product from others. Therefore, to be distinctive is another important characteristic of a trademark. Trademarks, in a sense, are equal to signs and reputations. Distinctiveness can help customers not to be easily confused with other trademarks in the market either by sound or appearance. Distinctive and typical words may be used to distinguish the relevant product from others. â€Å"Kodak† (camera) created by the manager, is distinctive and easy for the potential consumers to memorize. The Chinese famous trademark â€Å"Lenovo†( ),can easily be differentiated from other computers, because â€Å"Lenovo†, a coined word, can be associated with the word â€Å"legend† which is particular and attractive. Lenovo is more innovative than legend. Adventurous consumers will prefer that trademark distinguishes the relevant product from other computers with consummate ease. 1. 3 Arousing Favorable Association Most trademarks can arouse favorable association, which is an indispensable feature of trademark. Owing to the requirement of marketing, a trademark is not only a sign, but also an advertisement. It should arouse the favorable association and show the good quality to consumers. Some trademarks have inherent meaning and some have historic or cultural connotations, both of which can arouse favorable associations. â€Å"LUX† (soap) is a product of Unilever Company. â€Å"LUX†, a Latin word, means â€Å"sunshine†. So the consumer can associate it with â€Å"bright sunshine and healthy skin†. This trademark even let people imagine the romantic feeling on the summer beach. Whats more, consumers can associate â€Å"LUX† with â€Å"lucks† and â€Å"luxury† from its appearance and pronunciation. Thus, Unilever Company publicizes the good quality of its products by the favorable association of the trademark. From the above example, we can see that the inherent meaning of trademarks plays an important part in advertising and can arouse people’s desirable association and let them accept the products. Chapter 2 The Principles of Trademark Translation Trademark translation is an art as well as a science. It is a comprehensive process which is related to linguistics, translation theory, intercultural communication, aesthetics, and consumer psychology. Generally speaking, trademark translation is a complex task of compromising between the meanings of trademarks and their consumers. Therefore, to translate trademarks successfully, some principles should be taken into consideration. 2. 1 Reveal the Products Characteristics Usually, every product has its identification. Trademark translation should show the features and functions of the products, so that the buyers could immediately think of the usage of products when they see the trademarks. As has been discussed by Xu Hui and Cheng Zhendong, the characteristic of a product means that it has some basic elements which differ from those of others (Xu Hui, 2004:55-56). The translated brand name should match with the characteristics of products and show the idea of the original name. The characteristics of products not only distinguish from others, but also contain the ability to communicate with the consumers. Thus, in the process of translation, the translator should grasp the characteristics of the products, so as to promote the understanding of products for consumers, and help learn the characteristics and functions of the products by the first sight. For example, a trademark of suit-dress â€Å"Hope Show† is translated into â€Å" †, in which the word â€Å"? † instantly reflects in the products for the apparel category, and â€Å"? † add more promotion of a happy and peaceful feeling to the goods. The translation not only reflects the features of the product but also caters to consumers’ aesthetic taste. Nobody will have interest in products which they are not acquainted. A successful trademark translation should have the trait that customers can learn the category and characteristics of the product. Like â€Å"Nike†, the famous American brand of sports wears, is the name of the goddess Victory in Greek myth. According to its pronunciation, it can be translated into â€Å" † or â€Å" † in Chinese. However, these two names can’t reveal the characteristics of the product, but even give people a misunderstanding that â€Å"Nike† is some products for women. â€Å" † is better. â€Å"? † means something durable. As the sport wear, durability is equal to good quality. â€Å"? † implies that people can finally overcome difficulties and succeed, conforming with the connotation of Victory. These two words in Chinese show the features of the product perfectly. Another example is Procter Gambles antidandruff shampoo â€Å"Head Shoulders†. The translation â€Å" † means dandruff disappears when washed, and highlights the distinct characteristics of the product fully. Another two examples are â€Å"Sportsman† (bicycle) and â€Å"Unlsports† (sports shoes). The former is translated into â€Å"†, the latter into â€Å" †. If you are not familiar with the trademarks, who will associate it with their products? 2. 2 Choose the Appropriate Words As the symbol of products, trademarks should be simple and easy to remember and understandable for consumers. So in order to leave the best impression on consumers, translators should choose some appropriate words during the process of trademark translation. The more complicated words in the translation, the weaker the trademark sounds and the less memorable it becomes. For instance, McDonald’s was transliterated into â€Å"† in mainland of China before and now is displaced by â€Å" †. Also, in mainland, the brand name â€Å"Hewlett Packard† had a long translation of â€Å" - † for a long period. Now, the six-character version, long and meaningless, has been replaced by the two-character version â€Å" †. Balancing these two versions, we can see the latter is easier to pronounce and memorize. Moreover, â€Å" † contains more meanings and can stimulate more favorable e favorable association of the the productassociation of consumers. Similarly, â€Å"Head Shoulder†(shampoo) was transliterated into â€Å" † before and now a more compact and meaningful version â€Å" † is popular. â€Å"Stafanel†, the brand name for apparel from US, is translated into â€Å" † now. However, what about a two-character version â€Å" †? Also in China, â€Å"Mercedes-Benz†, the brand name for a quality car from Germany, was transliterated into â€Å"  · † before and yet is put into â€Å" † at present. A car from Great Britain â€Å"Rolls Royce† is translated into â€Å" † now instead of the former transliteration â€Å"  · †. The Chinese version for â€Å"Fair Child†, a semi-conductor from the US, was â€Å" † before and now is â€Å"  Ã¢â‚¬  instead. â€Å" † is easier to be pronounced and memorized than â€Å" † for â€Å"Nescafe† from Swiss. The upper new versions have replaced the old renderings because they are simple and easy to be accepted by consumers, in pronunciation, form and meaning. Easy acceptance by consumers finally promotes the sales of the products. On the contrary, some translations sound profane or may lead to negative associations in the Chinese language. Thus such translations would not be recognized and accepted by consumers. For examples, â€Å"Psorales†, a drug, was put into â€Å" † when just coming into China. No one knew what â€Å" † was and assumed it to be something discarded. It is not hard to imagine nobody would buy things that sound worn and useless. Later, it is replaced by â€Å" †,a more vivid and meaningful version, and its sales was improved afterwards. 2. 3 Analyze the Aesthetics Features Trademark translation should comply with the characteristics of morphology of trademark in the TL. â€Å"Getting the best out of the combination of beauty in meaning, sound and form is the internal requirement if we want to realize the associated function and the advertising function of a brand name†. (Tang Zhongshun, 2002:75-77) The translated trademark accordingly must be normative, elegant, vivid and visual. Firstly, â€Å"beauty of meaning† means the translated terms should produce an artistic conception through a favorable association of words or component words so that people will have rich and nice association and arouse the expectation and pursuit of wonderful things. We have the typical examples of â€Å"Sprite† (beverage) and â€Å"Tide† (washing power). Since â€Å"Sprite† was translated into â€Å" † in Chinese, this product has prevailed in China due to the brilliant color and abundant connotation. The translated term â€Å" † in sound is not only quite close to the pronunciation of the original brand name, but also makes people have a favorable association of lustration, neatness and tidiness, showing the sort and feature of the product. Secondly, â€Å"beauty of sound† means a brand name of the original and its translated version should basically share the same or similar pronunciation with the quality of sonority, rhythmization and musicality so that an aesthetically pleasing enjoyment is gained in hearing that brand name (Zhang Quan, 2004:77-79). There are many successfully translated versions fully reflect the beauty of sounds. Take â€Å"OMO† (washing power) and â€Å"CleanClear† (facial cleanser) for example. As â€Å"OMO† is translated into â€Å" †,it sounds like a compliment â€Å"great† in English. The translated term of â€Å"CleanClear†, â€Å" † makes good use of alliterative rhythmic reduplication in order to achieve a combination of phonetic rhythm and verve. Lastly, â€Å"beauty of form† means the translated trademarks should make the best of conciseness and simpleness in structure, namely using few syllables, readability and understandability of the words and avoiding difficult and seldom-using words. People prefer two or three words of translated versions because this structure better accords with the referential custom and aesthetic psychology. There are many famous translated brand names with the above feature, such as â€Å"HeadShoulders† (shampoo), â€Å"Avon† (cosmetic), â€Å"Johnsons† (cream) and so on. Especially the translated version â€Å" † is full of the characteristics of concision, elegance and vividness representing the feature and function of the product. 2. 4 Pay Attention to Cultural Differences Edward Taylor defined culture as â€Å"a complex whole which includes knowledge, beliefs, art, morals, law, custom, and any other capabilities and habits acquired by individuals as members of a society. † (Taylor Edward B, 1871:36) Namely, the major factors contributing to the making of culture are the religions, habits, customs and history, which vary considerable from countries to countries. As a carrier of culture, language is an important part of culture which reflects the characteristics of a nation, which not only includes the nations historical and cultural background, but also contains the national outlook on life, lifestyles and ways of thinking. From the relationship between language and culture, it is obvious that translation is not only a process of transferring the source language into the target language, but also a process of a mutual communication and exchange between different cultures. Therefore, during the process of trademark translation, as language and culture are inseparable from each other, it is essential to pay more attention to cultural differences. 2. 4. 1. Differences in Religions Religions, myths, legends, and images from literary works are an in-separable part of culture. They are deeply rooted in culture and at the same time contribute a great deal to the formation of people’s concepts about certain objects. These elements, when involved in brand name translation, call for the translator’s sensitivity as well as flexibility in cultural adaptation in order that functional equivalence could be attained between the source brand name and the target brand name. For example, Goldlion was not well-liked when it first appeared in the Chinese market with the nameâ€Å" †. It is said that many people would not buy that product just because the name sounds very close toâ€Å" †in some Chinese dialects. Other people believe that the name was not well accepted because it resembles the sound ofâ€Å" †,which is also a taboo idea in China, especially in Hong Kong, where people display a particular liking for things with luck-bearing names. Anyway, the product did not sell well until the new nameâ€Å" †was adopted by Zeng Xianzi, a famous Chinese entrepreneur. He skillfully took apart the source brand name intoâ€Å"gold†andâ€Å"lion†. The first part was literally put intoâ€Å"? †to be faithful to the original, while the latter adopted the method of semantic transliteration and was put intoâ€Å" †,meaningâ€Å"bringing profit†. Such an auspicious name has helped a lot in building up the good fame of the product. 2. 4. 2 Differences in History. Every country has its own history. In the history, many historical incidents happened. These incidents have carved into the culture and have become a part of it. Being unaware of the history when translating a trademark will lead to failure. â€Å"Opium† is a brand of perfume. Actually in the western cul ention to hich reflects nd nice associationame, but also makes ation. things. he producr. ture, such kind of trademark name is popular, such as Poison, another perfume brand. However in China, â€Å" † has a negative meaning. The Chinese people experienced the shameful history related to opium since 1840, when the notorious Opium War broke out. Without the consideration of history, this brand encountered the resistance from the Chinese consumers. Finally, the trademark name â€Å" † was banned in China. 2. 4. 3 Differences in Customs and Habits Custom is one of the branches of culture reflecting the specific characteristics of a nation or parts of the nation. It is the sediment of long history and closely linked with the surroundings and the way of life. So some customs and habits exist in one culture but may be absent in another, which brings about an obstacle to Chinese-English brand name translation. Many Chinese brand names come from Chinese custom. One of the most famous rice wines named â€Å" † (Daughter Wine) is produced in Shaoxing, Zhejiang Province of China. To Chinese customers, the brand name represents the happy events in one’s life, while they cannot arouse the same feeling in westerners if translated literally and that will absolutely cause cultural loss, because the western consumers do not know about the custom of the ancient Shaoxing. It is said that in ancient Shaoxing a jar of this wine was buried under the ground when a daughter was brought into the world. When the girl grew up and became a bride, the jar was dug out and presented to the guests attending the wedding. As the wine was uncapped, the smell of the wine spread far, and all guests became excited and congratulated the parents, so it was named â€Å" †. When a translator translate the trade mark, it is very necessary to reveal the cultural information of the brand names. It is not only easy for customers to know about the origin of the wine but accept it quickly, because any one from any country would like to equally appreciate the beautiful things, enjoy the happy feeling and desire success. Thus, in order to reveal the cultural information of this brand name, perhaps the translation â€Å"Daughter’s Wedding Wine† is more suitable. 2. 4. 4 Differences in the Attitudes towards Animals and Numbers People living in different cultures hold different attitudes and beliefs towards animals and numbers. What is considered a good omen in one culture may not symbolize the same in another. Therefore, it is generally advisable that people should not use this type of words to name the relative products, and when one translates existing brand names of this type, cultural adaptation may help him find a more proper target brand name. The difficulties caused by such words in brand name translation may be illustrated with the following example. As we know, the Chinese people often associate bats with good luck because the Chinese character â€Å"? †sounds the same asâ€Å"? †(meaningâ€Å"good fortune†). Some Chinese legends even say that when a bat lives 100 years, it turns white in color and hangs upside down from a tree, and eating that bat could bring a person longevity. A red bat foretells even better luck forâ€Å" †sounds exactly the same withâ€Å" †(being supremely fortunate). Some Chinese stick to the belief so much that they name their productsâ€Å" †. But if the translator adapts his linguistic choices to the different attitude towards the animal in European cultures, he would not considerâ€Å" Bat† a good name, for bat is regarded as an extremely evil omen in many European folklores. Perhaps translations like â€Å"Fortunes† would be better. Besides, numbers bring about different associations. Generally speaking, each culture has certain numbers believed to be either â€Å"lucky† or â€Å"ominous†, but this may often differ from individual to individual. Let’s take the translation of â€Å"7-up†, a brand of soft drink, as an example. The number â€Å"7† is thought to be a lucky number to many English speakers, but it does not have the same meaning in Chinese. Considering the cultural difference, the translator, in order to create a similar effect among the Chinese consumers, worked out the nameâ€Å" †. The name is quite satisfactory because its first partâ€Å"? †remains faithful to the source brand name without conveying any unfavorable meaning, and its second partâ€Å"? †conveys the meaning ofâ€Å"happiness and good luck†,and hence makes up for the loss of connotation in the numberâ€Å"7†. Chapter 3 General Methods in Trademark Translation Peter Newmark once said that different translation strategies should be adopted according to the different functions of different works (Mou Yan, 2008). It is well-known that trademark translation is not only to convey the cultural information of the source culture, but also to set up a good image in the target culture, and finally to attract the people in the target market to the product. In order to achieve these purposes, translators should adopt the following methods in the process of trademark translation. 3. 1 Literal Translation Literal translation, referred to as semantic translation by Peter Newmark, is a way of translation which aims at preserving the most possible cultural messages (including the communicative aspect of culture, such as, the formal elements of the SL) of the source text at the sacrifice of the formal elements of the target language and sometimes even the intelligibility of the target text (Zheng Shengtao, 1994). Since the formation of words in the Chinese language is different from that in the Western languages, it is actually impossible to achieve trademark translation by word-for-word translation in most cases. Peter Newmark favors â€Å"literal translation† too. He says, â€Å"I am somewhat of a ‘literalist’ because I am for truth and accuracy†. (Newmark Peter, 2001:62) Although sometimes literal translation may create something exotic or even eccentric for the target language readers, it will gradually be accepted by the target language and its culture. As long as the translated brand names from foreign language can be understood and accepted by the target consumers, literal translation is the best way for promoting cultural exchange through the brand name translation in China. As the brand name translation is to transfer between cultures, translators should make the target consumers understand the source culture. Some people say there is a better way for translators to approach the original. That is literal translation, which can keep the national feature. For example, some traditional brand names, which are very familiar to the Westerners even to the world like â€Å" † (The Yangtze River), â€Å" † (the Yellow River), and â€Å" † (the Great Wall) are chosen by the producers, as they are the symbols of Chinese wonderful natural history. When translators translate them, they have no need to do any translation. As these brand names are well-known to the world, and these Chinese characteristics of brand names are fresh and mysterious to the Westerners, it is easy to evoke the target consumers’ purchasing desire. Translators can adopt literal translation. The brand names â€Å" †, â€Å" †, â€Å" † carry our ancient cultural information. When translators translate them into the Western languages, they should keep literal translation and add some notes, in order to let the target consumers know the source culture. Literal translation also keeps the general form and keeps the structure of the source language. Today, Chinese culture are getting more and more popular in the world, and more and more Westerners are eager to study our language in order to learn our long history. Therefore, the kind of translation is a necessary way to let more people learn our traditional culture. On the other hand, in the English-speaking countries, there are some brand names which can be literally translated. For example, the very famous brand name â€Å"White cat† is translated into â€Å" †. And the brand name â€Å"Camel† is translated into â€Å" †. All these translated brand names are very suitable for the products, and the products will very probably be loved by the consumers in the target market. Here literal translation is not the same as word-for-word translation. Word-for-word translation is to rigidly reproduce every word in the process of translation. Strictly speaking, it is not a translation method. But, literal translation is a skill of translation, even if there do exist some additions or deletions while the essence of the original is not destroyed. Literal translation makes the target language more smooth and acceptable. Although literal translation can most possibly maintain the cultural messages of the source language, it sometimes will cause misunderstanding of the cultural messages or create unintelligible meanings. Let’s take Sprite as an example. If the word â€Å"Sprite† is translated literally or directly, it might be â€Å" †. The version would put Chinese consumers into great confusion because â€Å" † is a human-like monster in Chinese culture. Thus translators should consider other methods. Literal translation is adopted as the most ideal translation technique in reproducing images because it can preserve the original images as much as possible. Some English expressions wearing word-for-word similarity to some Chinese expressions may mean something quite different. In this case, translators should go deeper to find out what these English expressions really mean; otherwise mistakes will be made in literal translation. 3. 2 Transliteration Transliteration in a narrow sense is a mapping from one system of writing into another and it is mostly based on the pronunciation. Transliteration attempts to be lossless, so that an informed reader should be able to reconstruct the original spelling of unknown transliterated words. To achieve this objective, transliteration may define complex conventions to deal with letters in a source script that do not correspond with letters in a goal script. Transliteration means that trademarks are translated into similar names in pronunciation according to the original ones (Li Yi, 2009:232-234) It is generally believed that the adoption of this method can help to achieve various purposes. Some trademarks obtained in this way can effectively remind the customers of their classic status. Such trademarks are easier for target consumers to pronounce and memorize. Still, some trademarks are deliberately transliterated in order to cater to the foreign consumers general preference for foreign goods because some thus-translated trademarks sound more foreign-like. The world famous trademark â€Å"Intel† means: the ability to learn and reason and the capacity for knowledge and comprehension. Now you see why it is translated into â€Å" † which sounds foreign-like and is easy to memorize and read. Meanwhile, it indicates the characteristic of the product. Another example is the translation of â€Å"Ya Ya†. â€Å" † (down wear) is transliterated into â€Å"Ya Ya† instead of â€Å"Duck†. The translated trademark â€Å"Ya Ya† is a catchy name that can fulfill the simulating function of trademark effectively. These two examples show the characteristics of being simple and easy to pronounce and memorize and as well obey the principle of aesthetics. Though transliteration embodies the sound beauty of the original one, the translated trademark dictions should be chosen carefully. During transliteration, it is important to obey the characteristics of arousing desirable association. â€Å"Philip† was once translated into â€Å" † which sounds more similar to the original one than â€Å" †. But the three characters â€Å" † will arouse unfavorable association. People prefer good and appropriate words, and hence, when using transliteration method, translators should do their best to choose beautiful words. For example, â€Å"Lancome† (cosmetics) is put into â€Å" †. The two Chinese  characters are beautiful and can be associated with an elegant woman with certain spiritual qualities. These two words â€Å" † are always connected with beautiful things, such as â€Å" , †. Thats why Chinese females have a partiality for â€Å"Lancome†. In translation practice, we find that English trademarks are highly coherent in letters or words and can be pronounced easily in one breath, while the transliteration of Chinese trademarks are broken into independent words in accordance with the specific Chinese characters. So the English version often lacks coherence. To avoid the disadvantage of transliteration in strict accordance with the standard Chinese pronunciation, we can use transliteration method flexibly. To some extent, we can translate a trademark according to the local pronunciation. The following examples successfully avoid the above problem. â€Å" † (refrigerator) is translated into â€Å"Frestech† instead of â€Å"Xin Fei†. â€Å"Frestech† is composed of â€Å"fresh† and â€Å"technology†, which is coherent in structure and pronunciation. Whats more, it also implies that the product is produced with advanced technology. â€Å"† (tonic food) means that happiness is coming, suggesting the product will bring happiness and health to consumers. The English version â€Å"Life† caters to westerners psychology and is easier for them to pronounce and spell. 3. 3 Free 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 longer than the original. † In order to take advantage of the target language and make translated brand name more idiomatic and acceptable, some imaginary brand names are freely translated. Free translation can communicate the information of products clearly and vividly. It will make a strong impression on the target language consumers and arouse their response. There are many successful examples to show this method. For example, â€Å"Ariel† (washing powder) is rendered as â€Å" †. The word â€Å"? † means â€Å"clean† and â€Å"clear†. So â€Å" † indicates the super cleaning capability of the washing powder. Similarity, â€Å"Safeguard† (soap) is not literally translated into â€Å" †, but â€Å" †. The translation describes the product’s function and attributes. â€Å"Rejoice† (shampoo) is not translated into â€Å"†, but â€Å" †, meaning softness and glossiness. â€Å"Slek†(shampoo) is also rendered as â€Å" † through free translation. â€Å" † in Chinese can be a noun as well as a verb phrase. If â€Å" † is interpreted as a noun, it means beautiful buds, implying ladies will be like an elegant bud after using the shampoo; if â€Å" † is interpreted as a verb, it means nourishing a bud to make it come out. This implies the shampoo can make hair glossier. â€Å"Zest†(soap) is paraphrased as â€Å" † through free translation. â€Å"? † is a very popular word in China, which brings the soap a fashionable element. This translation is improved from the original one â€Å" † in literal method. â€Å" † is more proper and suitable to meet the needs of the youth who are the target customers. 3. 4 Liberal Translation plus Transliteration In order to reach the criteria of trademark translation—beauty in meaning and sound, and to make the translated versions possess the general features of good brand names, we can use the combination of liberal translation and transliteration to translate brand names, since in many cases liberal or transliteration cannot do the job along. A good translation of a brand name should not only be similar to the original sound but also reflect the connotation of the original. The combination of liberal translation and transliteration may achieve double purposes, as the message of the brand name will be more vividly reflected so that it will be more impressive to guide consumption. Here we take some examples to appreciate the merits of this kind of method. For example, â€Å"Pampers†diapers from PG, is rich in meaning and clear in pronunciation. The translated brand name â€Å" † has got a balance between the meaning and the pronunciation. The brand name of a medicine â€Å"Bufferin† is translated into â€Å" †. The translated brand name does not tell us what the medicine is, but it forms a sound which is very close to that of the source brand name. A drink named â€Å"Milo† is translated into â€Å" †, which not only makes us know that the pronunciation of the translated word is close to that of the original, but tells us what the product is made from and the property of the product.

Critical Self Reflection Of Social Work

Critical Self Reflection Of Social Work As feminist writer Starhawk said, Only when we know how we have been shaped by the structures of power in which we live can we become shapers (Staehawk, 1988) It is essential for every participant of social activity to know our own complex social locations, social position, and identities. By acknowledge how these factors are processed, we could understand what privilege we has hold and what oppression we are involve in order to improve our capacity for social work and practice anti-oppressively in our daily life. Features of Social Locations Our memberships are interactional, they are come into existence in and through relation to one another. (Ringrose, 2002) Knowing what futures of our social locations are and how they are consolidated and changed by each other could improve the depth of our self-awareness and warning us be critical. People usually ask me questions about my nationality, location of hometown, and my occupation when we start a conversation. Therefore, most of time I am identified as a female student who comes from a developing country of Southeast Asia. Broadly speaking, the reason why these questions have been asked commonly during our communication is because of these social location have a same feature which has a huge impact on our behaviors, accents, appearances. In the other words, they are visible and audible for people to recognized and identify. However, compare with these social locations, my political affiliations, religion are more difficult for others to indentify due to the abstraction of these social locations that make them relatively invisible and inaudible. The influence of these social locations are ideological. They have constructed our ideology, social norm and even have shaped our identity. My social locations are various, I am an oppressor while I am oppressed by others. Unde rstanding these features of my social locations could help me to aware the privileges, powers, and injustice that these social locations have been bought to me and to avoid these unfair privilege, power over and subjective feelings of injustice , in order to share power with others and practice anti-oppressively in daily life. Message of Identity from Society As Aristotle has pointed out in his book Politics, Man is by nature a social animal, (Stagiritis, 2000) human being always has demand to connect with others in order to gain a sense of belonging in society. They have been self-locating, identifying others and being identified base on their experience, education, religion, race, gender and more elements of society during their connection which means that our complex identity have been constructed by these elements. As an individual with multi-dimensional identity, I have been received various societal message in my daily life. Some of these messages are relate to my cultural background while some messages relate to other elements. I moved to a capital city which named Kunming from Shilin (a small town of southwest China) when I was young, for the first few days in my new school I wear the traditional Yi costume as what I did in my previous school in Shilin as an Yi people. However, my new classmates gave me a hard time because of I wear a dress with embroidered totem instead of wearing a normal dress as they did; my teacher punished me to stand on a chair with arms extended upwards in front of the entire school because I refused to take off my bracelet on the weekly assembly. Although I spoke fluently Mandarin and had been raised in an urban intellectual family as majority had, most of students even teachers in my new school shown their unwillingness to communicate with me and used your people to separated me from them. In my understanding, the difficulty to fell a sense of belonging and acceptance (James, 1991) causes the feeling of being isolation, it was a societal message about my identity at that time. The message are conveyed to me by isolating me physically and psychologically from the majority. After receiving the message I started to refuse to wear any Yi clothes and accessories to school because the painfulness from being isolated from normal people was unbearable for me as a teenager. During that time, my identity had been adjusted by following the process which has been pointed out by Smith, moving from unawareness and lack of differentiation to ethnic awareness and self-identification (Smith, 1991). Power and Privilege Our society is diverse in many aspects, such as gender, religion, age etc. These differentiations cause(s) fear, mistrust, and hatred (Uvic, 2004 ) and bring us advantage and disadvantage in our life. What is more, these differentiations have been used as justification for holding belief in the superiority of one way of being over another (Uvic, 2004) . We need to understand what type of power has been embedded in our social locations in order to practice anti-oppressively when we face the inequality and unjustice. Being a twenty-one year-old heterosexual female, I have been experienced power-from-within and power-with due to my complex social locations. As being defined as a young people, there are various resources and opportunities out there for me when I need them such as entertainment resources ,education opportunity etc. These elements provide me materially and emotionally supports to help me increase personal power in order to against the oppression from society. However, I should not feel happy with this unequal advantages because this institutionalized ageism does not provide equally opportunity for elder to take part in meaningful social activity or exercise their capacities in socially defined and recognized ways (Muallaly, 2002) . In order to resist privilege and unearned advantage, I have been participated in a volunteer group which works with elder and to power connect with them in order decrease the influences of institutionalized ageism on elder. Meanwhile, as being a heterosexu al female I have holding many invisible and visible privileges. For example, I will not be judged by people if I hand in hand and walk on street with my boyfriend; my sexual orientation will not be treated as immoral or abnormal. There are many social constructions are built base on the assumption that every individuals sexual attractions are to someone of opposite sex. Instead of seeing these privilege as advantage, we should not only see them as social resistances and avoid power-over in our practice, but also respect and support all non-transitional forms of sexuality (Uvic, 2004 ) by following Queer Theory. These unfair and unearned advantages will resist our society to develop comprehensively, humanely and justly and we definitely have the responsibility to be aware of diversity and never assume people around us. Purpose of Social Work It is essential for social worker to know the purposes of this profession because these purposes are the direction for us and provide clients with a constructive solution when we work with them. When I began this course, in my understanding the purpose of social work was improving the physical environment of individual as in a micro level and promote the justice of society as in a macro level. As my learning about this profession has been processing, my ideas of social work purpose have expanded. According to purpose for this profession which is defined by The National Association of Social Workers, the mission is promote or restore a mutually beneficial interaction between individuals and society in order to improve the quality of life for everyone (Dubois, 2004), this profession assists individuals to create a supportive social system that help clients to achieve their personal goals. Dubois and Krogsrud have mentioned about social work purpose in their book Social Work: An Empowering Profession, they said social workers strived to release human power in order to ensure the well performance for individual and to release social power in order to promote social injustice. ( Dubois, 2004) More specifically, the purpose in Micro level is to enhance clients ability for social functioning and to match individuals with favorable resources. From a macro perspective, the purpose is to stimulate the development of social justice. These purposes are leading entire profession to strive to create an better society. Social Justice Social justice is a key point to promote the fairness and equity in our social environment. Depending on the concept of this course, there are some elements which are necessary for social justice to exist. These elements are: acknowledgment of the connections between social with politic and economy (Uvic, 2004 ), awareness of social injustice, action and movement, fairness of policy, and equality of social opportunity. In order to promote the justice of social construction, I have positioned myself as a participant of social activity who has desire to against injustice and have responsibility to think critically, act anti-oppressively with belief in that everyone has right to share equal physical resources and to be benefited from comprehensive policy. However, there are might resistances stand in my way when I involve activities to fight for political justice and economic redistribution. These resistances could be lack of resources and effect of bureaucratization. In order to avoid the resistance from these two dimensions, I should not be afraid to question the policy and speak out to let government know what is needed by people. Also think and act critically instead of working hidebound. Bridget used her action to examine that everyone has ability to make difference in our society. We shall never give up our goal for working to promote justice in social system. As American social critic James Baldwin said, according to the way people see it, and if you can alter, even by a millimeter, the way people look at reality, then you can change the world. About This Profession Social Work is a profession which attempts to demonstrated the interconnectedness between individual changes and social changes (Uvic,2004). To some extent, the primary purposes could include unpacking the complicity both in societal structure and individual life. This profession should not position itself as an caring and help institution and stay in this image, this profession should stand out to reconnect the political with social (Uvic, 2004 ) and involve the economic redistrubution in order to ensure that everyone has equal worth, opportunity, and dignity in society. There are two questions I need to be answered, first question is how to act anti-bureaucratically in workplace and the second one is what can I do when there is no matching resources for clients. To practice efficiency, I need to get spiritual and technical supports from myself and co-worker, and people around me to point out what I did wrong. This activity from Art Journal helps me to understand myself better and h elp me to know why I choose this profession, it also help me to know what is boundary when I work with clients. Our society is not perfect, to some degree its awareness for diversity, injustice government policy and inequality distribution of physical resources are resisting the promotion of social justice. we have responsibility to understand clearly what our ideology perspective is and what power we have due to our social locations and identities. These could release human power and social power in order to enhance social functioning and social policy. Sometimes it is not easy to have the visible effect for promoting the quality of life to entire society, but it worth us to strive for and fight for. As a Chinese old saying goes: No act of kindness, no matter how small, is ever wasted.

The Truth About Platonic Friendships :: Platonic Love and Friendship

The researcher's qualitative research consisted of speaking with platonic friends of the opposite sex in casual random settings. The qualitative research was completely random using friends by chance that had no idea of the experiment. In doing so the researcher realizes that it is unethical, but figured it was the only way to find the real answers to his problem. During the conversation the researcher at one point or another came to ask the same four questions to all of the subjects involved in the experiment. The four questions were as follows: 1) we are strictly platonic friends, right? 2) Why are you my friend? 3) Have you ever wanted to be more than friends? 4) Is it a possibility for us to be more than friends? The "so called" platonic friends names will all remain confidential in order to keep their business private. To this point there have been ten random friends that have partaken in the qualitative study. In most of the studies the answers stayed consistent. To question number one all ten subjects agreed that "Yes we are platonic friends." For question number two, all sorts of answers were recorded. Most stayed along the line of conventional reasons for being a friend. Some mentioned reasons such as cute, funny, easy to talk to and popular. Three of the ten did however mention that they in fact didn't want to be friends when we first met. They stated they were looking for ore from the beginning it just didn't happen. Question number three an astonishing seven out of ten platonic friends noted they at one point of another did want to be ore than friends. One individual went as far as to say that they quit being my friend due to the fact that she found out that I was involved with another girl. In question four again another seven out of ten friends agreed that something more could become of our friendship. Two mentioned that they had hoped that it would have already happened. Most that replied yes to question number four either looked puzzled of asked if I was still involved with my girlfriend.   Ã‚  Ã‚  Ã‚  Ã‚  In one example for the researcher was left stunned. For privacy sake we will call the subject by the fake name of molly. In the platonic informal interview with Molly the researchers exact problem was proven just the way predicted.

“Habit is a great deadener”. In what ways does Waiting for Godot illustrate this idea? Essay

Habit and routine form an important part of the play Waiting for Godot, by Samuel Beckett. The play, a famous product of the ‘Theatre of the Absurd’, is characterized by a circular structure which doesn’t lead anywhere, repetitive dialogue and a general absurdity. It witnesses two men, Vladimir and Estragon, who spend the entire two acts waiting for Godot. The routines they develop throughout the play are mainly a result of their attempts to pass the time. Habits such as fiddling with objects and telling stories become part of their routine and seem like a good way to get through the waiting. However, as Vladimir himself says, â€Å"habit is a great deadener† (Beckett 105) and eventually their habits deaden them. The term â€Å"deadener† implies that the habits make the characters even more bored and that instead of helping them, they lead to their downfall and make their lives even more meaningless. This essay will discuss the habits developed by the various characters and explore whether they indeed illustrate the idea of habits being a deadener. Through this, it will also discuss what Beckett is trying to prove about habit in human life in general. One habit that is developed in Waiting for Godot by both Estragon and Pozzo is fiddling with objects. This habit is portrayed mainly through the stage directions and is therefore visual action instead of words. Estragon uses objects such as his boot in order to pass time. â€Å"Silence. Estragon is fiddling with his boot again† (Beckett 37). In this stage direction, Beckett places Estragon’s fiddling within a silence which shows how he tries to fill the void by playing with his boot. This habit is formed out of boredom and therefore designed to relieve it. Through this, Beckett seems to be commenting on how human beings rely on habits in order to give their lives meaning and security. However, instead of making life more interesting, the repeated fiddling only reinforces the monotony in the play making the characters even more bored. Pozzo on the other hand fiddles mostly with his watch, â€Å"cuddling his watch to his ear [†¦] he puts his watch back in his pocket† (Beckett 37). He repeatedly takes his watch out, consults it, puts it away, and gets it out again in a very routinely manner. He does not only do this to pass the time; it is also a way for him to prove his superiority through the material objects he owns. It is important for him to continuously assert his power and position. However, instead of giving him power, this habit eventually contributes to his downfall. In the second act, Pozzo becomes blind and loses all his power. A second way for Pozzo to prove his power and seek attention is by performing which also becomes habitual. At several occasions, Pozzo takes on another role and starts performing in order to entertain the others and become the centre of attention. He usually performs dramatic monologues, â€Å"tirelessly torrents of red and white light it begins to lose its effulgence† (Beckett 38). This sentence clearly shows his eloquent diction chosen to impress his audience and again prove his superiority. The varied syntax of this particular speech, ranging from complicated poetic sentences to short crude phrases, makes it interesting to his audience and shows how he is indeed acting. Every time he takes on a role, he ensures that everyone is paying attention to him because that is his ultimate goal. Routines are a way for people to define themselves by what they habitually do. But again, this habit turns out to be a deadener which is illustrated by Pozzo’s sudden change of status in the second act. Suddenly he is blind and no one pays attention to him anymore. He repeatedly asks for help but no one responds and this proves how his habits deadened him. A similar habit to that of performing is telling stories. It is one of the first habits to be introduced in the play and is again a way for them to fill the time. In the beginning of the play, Vladimir attempts to tell his first story, but Estragon repeatedly interrupts him: â€Å"two thieves, crucified at the same time as Our Saviour. One – / our what?† (Beckett 6). This habit is almost an immediate deadener as it fails to achieve its goal of passing time and giving them something to do. Estragon’s interruptions undermine Vladimir’s capabilities as a story teller and turn the stories into meaningless, circular debates. Instead of storytelling becoming a routine to give their lives meaning, it becomes a reinforcement of the meaninglessness of their existence proving that they aren’t going anywhere. None of the routines or habits they develop is helping. They are in fact doing the opposite and making their situation worse. They are still stuck waitin g for Godot and always will be. Waiting in itself could be considered as a deadening habit. It is definitely the dominating habit in the play as they are continuously waiting. The phrase â€Å"we’re waiting for Godot† (Beckett 51), which also inspires the title, is the most repeated sentence in the entire play. The fact that it is repeated so many times shows how desperate and meaningless their situation has become. The repetition of the phrase emphasises its importance to the overall play because even though it is very simple, it sums up the entirety of the play. This habit is arguably the most deadening of all as it prevents them from leaving and going on with their lives. It forces them to stay put and thereby takes all the meaning out of their existence, diminishing them to mere spectators rather than participators in life. A final habit that Estragon and Vladimir develop is that of staying together. In staying together, they attempt to avoid the insecurity of being lonely and try to use each other to confirm that their lives do have meaning. â€Å"I felt lonely†, says Vladimir when Estragon falls asleep (Beckett 10). This simple sentence is the very essence of why they develop the habit of staying together. Even though Estragon is physically there, Vladimir has no one to talk to anymore and this agitates him. They need each other even if they don’t always get along in order to confirm each other’s existence. At the slightest threat of being left alone, they panic and therefore stay together as a matter of necessity. The above quotation invokes pathos in the audience as they realise how strong their reliance is upon one another and therefore how low they have sunk as individuals. They are trying to avoid insecurity through their habits, but Beckett is implying that this is impossible and that habits will lead to monotony and insignificance in your life. Instead of profiting from each other, staying together prevents them from moving forward and thereby deadens them. Habit is indeed a deadener and Waiting for Godot illustrates this in numerous ways. All four characters in the play have been deadened by their habits and instead of their routine saving them, they caused their downfall. It seems as if Beckett is trying to illustrate how habit affects people in reality. It is unavoidable as human beings to develop habits. It is almost like a natural mechanism in order for us to avoid absurdity in life. However, Beckett implies, one has to accept absurdity as it is part of life. Habits won’t give us the security we need, they will only bring monotony and eventual deadening to our lives as happened in Waiting for Godot. This play is obviously part of absurdist theatre and therefore an exaggeration, however Beckett seems to be relating it to real life to a certain extent. He seems to be advising to prevent from developing habits and instead accept the randomness that unavoidably accompanies life. Work cited: Beckett, Samuel. Waiting for Godot. Grove Press: New York, 1982.

Free sample - The influence of mass media on the social life.. translation missing

The influence of mass media on the social life.. The influence of mass media on the social life.1. Nowadays it is very hard to overestimate the influence of mass media on the social life. It provides us with big quantity of information- movies, news, informative and educational TV-programs and for sure there is a lot of commercial information- advertising. In order to pick needed information from the flow of differently-oriented information, it is necessary to outline the general principles of its ‘consumption’ and to understand the principles of its work. According to the Stuart Hall â€Å"Encoding and Decoding†, it is possible to say that people get all needed information, especially commercial on the subliminal level. In other words, advertising and propagandistic films influence human mind indirectly, with the help of specially-developed psychological tools. Stuart Hall outlines the four staged theory of communication, which includes the following steps: production, circulation, use and reproduction. [1] According to the â€Å"Encoding and Decoding†, it is possible to outline three following hypothetical reader/viewer positions: first of all, the sender never determines the meaning of the message; secondly, it is very hard to understand the essence of the message for the audience, because the message is not transparent; and finally, the audience is not a passive recipient of meaning[2] According to the Halls concept, it is possible to say that sender never makes a strict determination of the message, because each viewer would make those conclusions, which are supported by his own moral standards and attitude towards some subject matter. In the Ang’s "Dallas and the Ideology of Mass Culture" we have found the following interpretation of mass culture: it makes its great impact on the social, life, while the mass serials like Dallas are widely watched and discussed by wide auditory; some of people like that serial, others do not, but it is still discussed, watched and it does not lose its popularity. It has become being the part of the social life. People live together with the main characters and they are waiting for watching the new episode in order to get the information, concerning the plot development. There is such an attitude towards mass consumption serials: some people feel comfortable and do not consider their life problems, while watching serial, such people live together with their heroes and do not care about their own and global problems. Mass culture serials development allows stage director (or letter-writer) to outline new ideas in the current culture and to create new mass culture – they include into the plot of the serial those issues and aspects, which would make significant influence on the social life: beginning from the fashions and accomplishing with the behaviour ideas. People would follow their beloved characters of serials and in such manner they would be trying to be alike to the serials’ main heroes.[3] According to the David Morley THE NATIONWIDE AUDIENCE, it is possible to make conclusions about the influence of the mass culture on different aspects of human lives. In such manner it is possible to create public opinion the desired way- to involve public opinion polls in order to ‘outline’ the general attitude towards some event. In such manner those people, who are not involved directly into the problematic, would be influenced by such ‘mass’ opinion. That allows preventing panic and at the same case such mass media tools mislead people, concerning current situation in the country.[4] Finally, Jacqueline Bobo has outlined in her THE COLOR PURPLE the possibility of using mass media tool for paying additional attention on the situation (in Jacquelines’ Bobo case - with the racial discrimination.   To conclude, we would like to stress that getting the message from the author means understanding all ideas, which laid the foundations of the movie or serial or advertising. The quality of such message could be measured by the number of those people, who have made conclusions, alike to the authors’ ones.[5] 2. Currently, is possible to outline one of the most powerful cultural moving today- fun clubs. They were developed and created in order to integrate different people with the same attitudes towards life values, towards some popular persons or towards some works of art. These people are usually very friendly and they are integrated by the common idea about development the mass culture tool- promoting, supporting and admiration with some person or group of people. Different actions, participants meetings and future actions consideration are the main directions of the fan clubs activities. To our opinion, it is possible to consider fan clubs as extension of audiences for some cultural activities. In order to prove the above said, we would like to consider the Star Trek fans, who have tried to achieve the social understanding if the homosexual relations and to prevent wide judgement this movement. They have considered the homosexual relations as a normal social event, which should be understood and supported by their society. They have achieved that level with the help of the following tools: they have proclaimed the slogan 'Out of the closet and into the universe’ – tending to be visual and ordinary and by mass national letter-writing campaign organisation. As a result, both these tolls have attracted mass attention towards that issue and that has made its influence of the situation improvement in the whole country. [6] Talking about the Titanic and DiCaprio funs, we would like to pay additional attention that the majority of its fans are young females (more that 60 percents of the general quantity) and their age does not exceed 25 y.o. in majority of cases. Titanic with DiCaprio is the blockbuster, which is based on the real historical events. It concerns such topics as welfare, love and human relations. Also such philosophical issue as the sense of life is outlined indirectly, because it is up to the audience to decide whether hero has made right decision of it would have been better to act another way to prevent such misfortune. The fun clubs have supported the popularity of this movie   for durable period of time and have significantly increased the revenue from its screening - majority of young ladies have watched it for several times- from 2 to 14 and that has attracted additional interest towards that issue from another female representatives of young age. In order to defend the favourite movie from the different negative journalistic and star discourse its fans have marginalized their desires, the fan club representatives have widely involved press into that process and there they have printed different articled, supported with DiCaprio photos and some desired of personal meetings, love and devotion towards main hero of this movie. In such manner young fans have constantly attracted some interest towards the Titanic and they have saved its popularity and the interest towards this movie for a durable period of time. [7] To conclude, we would like to stress that mass media and fun clubs create the populations’ attitude towards some social events, works of art and persons. It is very important to support such movements and to direct their activities into the positive course. Only in such manner it is possible to achieve the highest results and to combine the fan club legal activity and mass culture creation, support and development. Reference list: 1.  Ã‚  Ã‚  Ã‚  Ã‚   Ang, Ien. "Dallas and the Ideology of Mass Culture." The Cultural Studies Reader. Ed. Simon During. New York: Routledge, 1993. 403-420. 2.  Ã‚  Ã‚  Ã‚  Ã‚   Bobo, Jacqueline (1988 ) Black women's responses to The Colour Purple. Jump Cut, no. 33, Feb. 1988, pp. 43-51 3.  Ã‚  Ã‚  Ã‚  Ã‚   Hall, S. (1973) Encoding and Decoding in the Television Discourse Birmingham: CCS 4.  Ã‚  Ã‚  Ã‚  Ã‚   Henry Jenkins (2001) OUT OF THE CLOSET AND INTO THE UNIVERSE' Queers and Star Trek 5.  Ã‚  Ã‚  Ã‚  Ã‚   MELANIE NASH AND MARTTI LAHTI (2001) "Utmost Ashamed to Say I am the One of Those Girls " Titanic, Leonardo Dicaprio, and the paradoxes of girls' fandom   Ã‚  Ã‚  Ã‚  Ã‚   Morley, David (1980) The 'Nationwide' Audience: Structure and Decoding. London: BFI. ISBN 0-85170-097-7   Ã‚  Ã‚  Ã‚  Ã‚   Procter, James. (2004) Stuart Hall, Routledge critical thinkers.