Celebrity endorsement is one of the leading marketing techniques today, celebrities’ pictures are being printed on millions of products and advertisements. This printings are attracting a great amount of consumers to purchase or stop by to learn more information about the brand. This research will talk about the relationship between celebrities and brands and the effects of celebrity endorsement; it explains how brands can choose the most suitable celebrity to endorse their products. This research combines text analysis and data analysis. A survey faces the target crowds and gathers data that help to create a more direct and actual analysis. The result indicates that celebrities can have significant effects on products and brands. Brands should find the most ideal celebrity endorsing by considering their style and backgrounds. This research can help brands to target suitable endorser and compress companies’ waste. Thus, it is meaningful for the development of marketing and economy.

During the world wars, people experienced harsh realities and had no recourse. Traditional values were no longer suitable for the post-war world, but they could not find a new standard of living and suffered a crisis of identity. Given this background, both the existentialist thought of the philosophical world and the literary realm coincidentally turned to exploring the survival state of humankind. As a pioneering writer, Virginia Woolf had a meticulous portrayal and profound thinking about the spiritual state of human beings in the post-war period. The academic research on Woolf's works has mostly explored from the perspectives of feminism, epiphanic moments and narrative style of stream of consciousness, but less from the existentialist viewpoint. However, many of Woolf's works have different methods, leading to the same result with Existentialism. Therefore, this paper tries to analyse the existentialist tendency in Woolf's first stream-of-consciousness short story, The Mark on the Wall, with the theories of Jean-Paul Sartre and Martin Heidegger, the representative figures of Existentialism. The work shows the absurdity of the world and people's despair. The stream-of-consciousness narrative mingles the past, present and future, breaking the linear concept of time. It elaborates that people are free to exist but always face the constraints of established rules and conflicts with others, which coincides with Existentialism. In addition, Heidegger's view of the initiative of things is also reflected in the narrative way of constructing the protagonist's identity by depicting a series of objects in the piece.

The consumerism trap is a phenomenon where individuals fall into a state of unlimited pursuit of materialism with over-consumption. Merchants often use invisible marketing tactics in selling goods to encourage consumers to consume impulsively and to buy some unwanted products. By reading books and academic journals and conducting online and on-site surveys, this paper investigated the main reasons that lead teens to fall into the trap of consumerism. With documentary analysis, quantitative research and statistical analysis, this paper explores the causes and solutions of the consumerism trap among youngsters in Xicheng District and Haidian District of Beijing, and also provides readers with an understanding and application of herding effect, mere exposure effect and psychological account related to behavioral economics. This paper hopes that this research can help guide teenagers to be alert to the pitfalls of consumerism and consume rationally.

With the rapid popularization of the modern internet, the market has rapidly explored the commercial value of social media. Although social e-commerce is now standard and dynamic on different social media outlets, there was rarely an influential and rapidly growing e-commerce group or platform for a long time in the past until TikTok shop accompanied the emergence of TikTok. Compared with most new media e-commerce platforms, TikTok shop is an official e-commerce platform more closely attached to TikTok social software. To explore why TikTok’s new media e-commerce model can develop rapidly, analyze the advantages of TikTok in various process steps and collect and analyze relevant merchant data and user data to prove it. The study found that the reasons for the rapid development of TikTok shops are as follows: 1) TikTok stores use specific user groups as potential customers, promote products that these groups are more interested in, and vigorously cultivate sales blogs that promote products; 2) Unlike most new media e-commerce, in the TikTok e-commerce model, sales bloggers and TikTok also have considerable benefits, forming a multi-party win-win situation.

The issue of nuclear-contaminated water in Japan has led to various concerns, including social public safety and food safety. This study aims to investigate the impact of this issue on the perception of social public safety among Chinese consumers by examining the spread of Japanese products in China. The study employs methodologies such as questionnaire analysis, online review collection, and examination of business statistics to analyze the data objectively. Focusing on the official discharge of nuclear-contaminated water into the sea as a crucial event, the study compares the social cognition of the audience on different social media platforms before and after the discharge. Quantitative and qualitative analysis using a subject analysis framework is used. The findings indicate that the discharge of nuclear-contaminated water in Japan has significantly improved people’s social cognition of public safety on Chinese social media, significantly changing their attitude toward Japanese products.

The rise of the Internet makes information spread more widely and rapidly and its influence more powerful. This generation is significantly different from the previous generation. Studying the impact of the media on the new generation can help people understand how this information shapes their values and behavior patterns. Their consumption habits and market behavior have an essential impact on business and economic development. Similarly, in terms of achievement, it is also different from the previous focus. The reception ability and collective consciousness of this generation have changed unexpectedly. In short, studying the impact of media on the Generation Z is essential to understanding this generation’s characteristics and behavior patterns. This can help people better adapt to and respond to the changes in the digital age, provide them with better education, business, and social services, and make faster adaptation. The Generation Z age group, which is currently the largest population group and is anticipated to become the most important consumer group in the future, is the subject of this essay. This study gathers and analyzes opinions about Generation Z from a survey of people.

Video games have become the mainstream entertainment for almost ages. Many people choose to become players of different games for different reasons, which makes the gaming industry have undergone earth-shaking changes in the past decade. This paper is mainly concerned with and investigates four types of games: MOBA, FPS, RPG, and MMORPG. Focus on users playing games and the reason why they choose the typical games to play. Especially their social behavior on several well-known social media such as Weibo, Bilibili, and Huya. Specifically, this paper focuses on combining the players’ preferences for social media and their backgrounds, reconstructing the profiles of the different game players and their true intentions for the games. The aim is to discover more about Chinese game player themselves and their surroundings. The research questions are as follows: 1) classification whether the correlation between their average play time and their interests exists. 2) Dig into the aims and reasons players’ choices between groups vary from person to person. 3) Research on factors influencing players’ social media choices.

Gender-related discussions on the internet have grown, showcasing a surge in content from both feminist and anti-feminist perspectives. This cultural shift has caught the attention of society at large and has also found its expression within the realm of film and television. The present research aims to investigate this phenomenon by analyzing user reviews of the feminist movie Barbie across multiple online platforms in both Eastern and Western contexts. A comparative analysis approach is adopted, encompassing word frequency statistics, emotion analysis, and topic analysis. Through these innovative methods, this paper delves deeper into the following research inquiries: 1) What do Chinese feminists voice the primary concerns within online commentaries? 2) What is the prevailing sentiment and intensity of emotions experienced by Chinese audiences towards feminism? 3) How does Chinese feminism compare with its Western counterpart? 4) Are there varied opinions among Chinese audiences regarding domestic and foreign feminist films? If so, what are the disparities? The findings of this study shed light on the richness and diversity of online feminist discourse, as well as its resonance within different cultural contexts. This paper gains valuable insights into the socio-cultural dynamics surrounding gender-related issues by deepening the understanding of these factors. Ultimately, these results contribute to a more comprehensive understanding of contemporary feminist movements in the digital sphere.

Tao Te Ching, a spiritual treasure of Lao Zi, has been searched by numerous scholars many times. However, searching for “Te” from a metaphysical perspective is rare but valuable. By looking up and analyzing “Te” in Tao Te Ching, the metaphysical definition of “Te” is a law that humans and nature obey. “Te” is related to concepts such as “Tao” and “goodness,” which reveal the hierarchical frame of the ethical subjects in Tao Te Ching, and the article also clarifies the difference between “Te” and “goodness”. Moreover, it proves that Lao Zi is a naturalist philosopher and believes “Te” originates from nature, since the source of “Te” is “Tao”, which human intention does not interfere with. Therefore, it fixes the blanket on searching for metaphysical “Te” and builds up a frame on the significant ethical subjects in Tao Te Ching, which could help people better understand and research the philosophical thoughts of Lao Zi.

With the increasing exposure to social media, appreciating celebrities and artists is becoming increasingly common among teenagers, who have formed patterns and actions to “worship” their idols. Therefore, exploring the series of characteristics and influences of teenagers in the process of idol worship is of certain importance. This article takes teenagers as the research object and uses literature research method to explore the characteristics of idol worship and the impact that teenagers are affected during this process, as well as to improve relevant strategies for negative impacts. Through research results, it was found that the reasons behind idol worship include seeking recognition, idealizing character images, the need for emotional attachment, and the constantly expanding internet network. The negative impact of idol worship on teenagers, including their mental health and the formation of aesthetic standards. Subsequently, the author suggests addressing or reducing the impact of idol worship from three aspects: parents, schools, and the media, in order to optimize idol worship and its impact on youth communities.

In recent years, IP derivatives have gradually emerged. There are more and more animation, comics, novels, and other derivatives of peripheral products such as cultural and creative products, games, film, television dramas, etc., and what marketing strategies to use to attract more target consumers, how to promote local IP products, or even IP derivatives introduced from other countries and cultures, have become issues that the industry operators must think about. Therefore, this paper takes the cultural and creative products of the Palace Museum and the "Barbie" movie as the research objects and uses the case study method, CAB model, and global-local identity theory to analyze the positive impact of this model on the marketing strategy of IP derivatives. Based on the theory of global-local identity, this paper analyzes the new changes in the thinking of global consumers and believes that some consumers identify more with local culture while others are more inclined to recognize themselves as global citizens. This allows people to pay more attention to the meaning behind the product and allows the CAB model to play a greater role in helping consumers accumulate knowledge about a certain product, and CAB model can promote the final purchase behavior by touching people's cognition and emotions, which has a certain universality with the IP product itself.

With society evolving, social media platforms have become an indispensable component of individuals’ daily existence. However, the relationship between online trolling and user lurking behavior deserves more attention and research. This research, conducted using the Weibo platform, gathered 289 valid survey responses through a questionnaire to explore the correlation between online trolling and lurking. The moderating impacts of social media affordance and platform engagement were also examined. The results revealed that online trolling significantly and positively predicts lurking behavior; While the moderating influence of social media affordance did not yield significant results, the moderating impact of platform engagement was found to be significant. Specifically, at low levels of platform engagement, online trolling significantly and positively predicted lurking behavior, while at high levels of platform engagement, online trolling negatively predicted lurking behavior. Therefore, social media platforms should enhance their monitoring of online trolling and provide users with more privileges to increase their platform engagement and more features to deal with trolling, enabling them to participate in maintaining a healthy platform environment.

In the digital age, social media platforms like Weibo, WeChat, and Xiaohongshu have become pivotal spaces for discussing various life aspects, including fertility risks. This study aims to fill a significant research gap by exploring the impact of these discussions on women’s reproductive anxiety, particularly among Chinese women aged 20–35. Employing a qualitative research approach, the study conducts in-depth interviews to investigate women’s perceptions of fertility anxiety across health, socio-economic, and family domains. The findings reveal that social media discussions can be categorized into three main areas: health-related concerns, socioeconomic factors, and family dynamics. These discussions often employ sensational headlines, alarming statistical data, and anecdotal narratives, intensifying preexisting anxieties. Women employ various coping mechanisms, seeking solace in online communities that offer alternative viewpoints and emotional support. The study also uncovers a shift towards reproductive autonomy influenced by internet usage. Women exposed to diverse perspectives on fertility and reproductive health are prompted to question societal norms, leading to a heightened sense of autonomy. The study holds significance for its comprehensive approach and serves as a foundation for future research, including the exploration of the influence of social media influencers and healthcare professionals on public sentiment and conduct. It not only validates existing theories but also introduces novel perspectives, particularly for Chinese women, thereby paving the way for future investigations.

With the acceleration of the pace of society, people's life and work pressure continue to increase, resulting in poor psychological conditions such as anxiety, impatience, and other negative emotions, these negative emotions cause more and more people to suffer from insomnia. At present, insomnia has become a public health problem that cannot be ignored, and the discovery and innovation of treatment methods and means of sleep disorders are still being explored. Vocal language is an effective, safe, and rich way of artistic expression. People can convey information through deep communication through vocal language, so as to realize emotional identification and self-emotion catharsis and expression. Compared with conventional medical treatment, vocal language-assisted therapy is safer, novel, easy to operate, has fewer side effects, is convenient, and has other characteristics, so this method of auxiliary therapy has gradually attracted public attention. Based on the current research status, this paper puts forward the innovative idea and means of insomnia treatment of "vocal language assisted therapy", which combines the relevant advantages of medical scientific treatment and art therapy to provide new ideas and new ways for the treatment of insomnia.

This study explores the cultural disparities between Taiwan and the Chinese mainland and their impact on English literary translations within these regions, focusing on the Taiwanese and mainland Chinese versions of “Harry Potter and the Philosopher’s Stone”. Employing text close reading and comparative analysis methods, this research unveils significant translation differences stemming from the subcultural nuances inherent in Taiwanese culture. These variations manifest in alterations to the book’s title, personal names, and sentence structures in the respective translations. In essence, both the Taiwanese and mainland Chinese translations contribute to the rich tapestry of Chinese literary translation history. Recognizing these disparities and capitalizing on their individual strengths is vital for the advancement of Chinese literary translation. This analysis underscores the significance of understanding and appreciating cultural distinctions in literary translation, ultimately enhancing the quality and depth of cross-cultural literary exchanges.

This paper offers an intercultural communication perspective on the translation of book titles. Through a comparative analysis of two Chinese translations of Tara Westover’s Educated: A Memoir by Ren Aihong and the Taiwanese version it investigates the utilization of domestication and foreignization strategies in book title translation. This study bridges the gap between intercultural communication theory and translation practice. By scrutinizing these distinct translated versions, the research elucidates the effectiveness of employing appropriate translation strategies. It underscores that when chosen thoughtfully, these strategies facilitate the transmission of cultural nuances and linguistic styles encapsulated in the original titles. This, in turn, enhances the allure of the book titles to potential readers. In conclusion, this analysis underscores the significance of a well-balanced application of domestication and foreignization strategies in book title translation, shedding light on their role in preserving the essence of the original work while appealing to diverse linguistic and cultural contexts.

The exhibition based on the Interpretitive Theroy can not only make it easier for the audiences to understand and master the core content of the exhibition, but also help the dissemination efficiency of museum information. In 2021, due to the success of the new round of archaeological excavations, the total number of cultural relics has been further improved, and the existing venues can no longer meet the needs of cultural relics collection and exhibition. The New Sanxingdui Museum is a newly built and open “Site Class” museum in which three major exhibitions are used to explain the content of the theory. Through theoretical analysis, combined with the results of field investigation, this paper analyzed the specific application of Interpretive Theory in the New Sanxingdui Museum in detail, and found that the museum followed the idea of Interpretive Theory in general, but there were still significant problems in details, and proposed possible solutions to these problems.

With the development of feminism, women's discourse has gradually risen, while women's emancipation in China has been even more difficult in terms of ideology due to the ravages of thousands of years of feudal concepts. With the help of Freud's psychoanalytic theory, this paper puts the characters in the background of the White Deer Plain and analyses their typical female images. From the perspective of personality structure theory, Tian Xiao'e is regarded as the representative of the "id", Bai Zhao's and Lu Leng's are regarded as the representatives of the "ego", and Bai Ling is regarded as the representative of the "superego". It also incorporates feminist theories to realistically and intrinsically analyse the tragic fate of women in the White Deer Plain. This paper exposes the "cannibalistic" nature of the male-dominated feudal society to enrich the reader's knowledge of the female characters in White Deer Plain and to understand the value of women's awakening.

The Black Cat by Edgar Allan Poe is a classic horror novel renowned for incorporating traditional gothic elements, intricate layering of narrative, extensive use of symbolism, free direct quotations, and a narrative structure characterised by unreliable first-person narration. These literary devices collectively create a profound allegory for the human soul, inviting a plethora of diverse interpretations. This paper undertakes a comprehensive analysis of the novel’s narrative structure, shedding light on the complex relationship between the protagonist and his wife from an androgynous standpoint, revealing a duality of good and evil within them. It posits that the wife serves as the custodian and voice of the protagonist’s soul, embodying the force of good within him. Furthermore, the paper delves into how the novel chronicles the protagonist’s soul’s response to escalating evil, providing a spiritual exploration of human nature encompassing sin and punishment, harmony and division. Ultimately, it suggests a central theme: the androgynous nature of human beings, where the presence of good necessitates punishment for evil. Even if the force of good is obliterated, the burden of sin remains irremovable. Beyond its apparent horror, The Black Cat serves as Poe’s poignant dissection of human malevolence and a condemnation of wicked deeds.

The Sound and the Fury is a masterpiece of American writer Faulkner's novels, and it is also an outstanding achievement of the writer's exploration of stream-of-consciousness narrative. The novel set in the post-Civil War American South, depicts the decline of a big family and old society orders. The purpose of this paper is to reveal the symbolic meaning of Caddy's "absence" in the narrative through close reading of the text, psychoanalysis and corpus searching methods, so as to look into the deeper meaning of the text. By analyzing Caddy's image from various angles, the paper finally concludes that Caddy's absence is not only a symbol of the era of decline, rupture and uncertainty, but also a means to strengthen the interactivity and extensibility of the text, as well as implying the author's understanding and awareness of women. By excluding Caddy from the text, the novel itself becomes an interpretation of Caddy.