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Article published In: Translation Spaces
Vol. 12:1 (2023) ► pp.144–166

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The effectiveness of second-person reference in enhancing reader memory in English-Chinese advertisement translation

An empirical study

ORCiD logo with link | Guangdong University of Foreign StudiesGuangzhou
ORCiD logo with link | Shandong UniversityWeihai
Published online: 8 November 2022
DOI logo with link
https://doi.org/10.1075/ts.21033.cui
Abstract
This research aims to account for readers’ perception of second-person pronouns and to test their effectiveness in enhancing reader memory in English-Chinese advertisement translation. We conducted an experiment in which 62 participants read the Chinese translations of 16 previously unseen English print advertisements. Two parallel Chinese versions were prepared for the experiment, one with second-person reference and the other without. The participants were first asked to read the translations and indicate which version they liked better. Two weeks later, they were divided into two groups and asked to rate their memory of the two Chinese versions. Statistical analysis shows that the ratings of the second-person version are significantly higher, which implies that second-person reference is effective in enhancing the participants’ memory.
Article outline
  • Introduction
  • 1.Research background
    • 1.1Functions of second-person reference
    • 1.2Emotional appeal of advertising
  • 2.Research objectives and methodology
  • 3.Perception of second-person reference
    • 3.1Mental spaces of second-person reference
    • 3.2Schemata of second-person reference
    • 3.3Memory enhancement
  • 4.The experiment
    • 4.1Participants
    • 4.2Experiment materials
      • 4.2.1Newness of advertisements
      • 4.2.2Parallel versions
    • 4.3Experiment procedure
  • 5.Research findings and discussion
    • 5.1Step 1
    • 5.2Step 2
  • Conclusion
  • References
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Cited by (2)

Cited by two other publications

Cui, Ying & Xiao Liu
2025. Poeticized use of second-person pronouns in English-Chinese advertisement translation: a questionnaire and eye-tracking study on reader reception. Social Influence 20:1 DOI logo
Cui, Ying & Xiao Liu
2025. An Eye Tracking Study on the Reception of Second-Person Pronouns in English-Chinese Advertisement Translation. SAGE Open 15:3 DOI logo

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