## HERMES

## Journal of Language and Communication in Business

## Board of Referees

Barbara Ahrens Richard Alexander Francesca Bargiela Mirjaliisa Charles Andrew Chesterman Judy Delin Fabrice Desmarais Birgitta Englund Dimitrova Cathrine Fabricius-Hansen Pedro Fuertes-Olivera Daniel Gile Susanne Göpferich Maurizio Gotti Rufus Gouws Stefan Habscheid Sandra Halverson John Humbley Arnt Lykke Jakobsen

Anne Kankaanranta Veronika Koller Marion Krause Pierre Lerat Leena Louhiala-Salminen Valeria Molnár Catherine Nickerson Henning Nølke Gina Poncini Daniel Prinsloo Annely Rothkegel Pernille Schnoor Klaus Schubert Martin Stegu Jeanne Strunck Eija Ventola Hilkka Yli-Jokipii

## Hermogenes:

I should like to know about Hermes.

## Socrates:

I should imagine that the name Hermes has to do with speech, and signifi  es that he is the interpreter, or messenger, or thief, or liar, or bargainer; all that sort of thing has a great deal to do with language.

(Platon, Kratylos)

## HERMES

## Journal of Language and Communication in Business

49 - 2012

## EDITORIAL BOARD

Helle Dam Jensen & Patrick Leroyer (Editors-in-Chief) Anne Ellerup Nielsen & Christa Thomsen (Theme Editors)

EDITORIAL COMMITTEE Mads Clausen Helle Vrønning Dam Helle Dam Jensen Poul Erik Jørgensen Patrick Leroyer Irene Pollach

PUBLISHED BY Department of Business Communication

Aarhus Universitet, Business and Social Sciences

Aarhus University, Business and Social Sciences http://hermesjournal.au.dk

## © HERMES 2012

HERMES er sat med Times Laserprint af Vibeke Vrang. Udgives af Aarhus University, Business and Social Sciences. Alle rettigheder forbeholdes. Genoptryk af artikler kun med redaktionens tilladelse. ISSN 0904-1699

## Contents

| Anne Ellerup Nielsen &Christa Thomsen CSR Communication -An Emerging Field. The Editors' Preface .......................................................                                                                |   7 |
|-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|-----|
| THEMATIC SECTION                                                                                                                                                                                                        |     |
| CSR Communication                                                                                                                                                                                                       |     |
| ARTICLES                                                                                                                                                                                                                |     |
| Francisca Farache Scepticism in CSRAdvertisements.......................................................................................................                                                                |   9 |
| Thomas Kilian &Nadine Hennigs Communicating Environmental and Ethical Performance: ALongitudinal Analysis of                                                                                                            |     |
| Annual Reports from 1998-2009..........................................................................................................                                                                                 |  19 |
| Hen Ping Lee &Sherry J. Holladay Promoting Corporate Philanthropic Efforts                                                                                                                                              |     |
| through Social Media.......................................................                                                                                                                                             |  35 |
| Anne Ellerup Nielsen &Christa Thomsen                                                                                                                                                                                   |     |
| Corporate Social Responsibility (CSR) Management and Marketing Communication: Research Streams and Themes.............................................................................................................. |  49 |
| OTHERARTICLES                                                                                                                                                                                                           |     |
| Sven                                                                                                                                                                                                                    |     |
| Tarp Three Hundred Years of Crisis in Economic Dictionaries and Encyclopedias.....................................                                                                                                      |  67 |
| Maria Dahm                                                                                                                                                                                                              |     |
| Coming to Terms with Medical Terms - Exploring Insights from Native and Non-native English Speakers in Patient-physician Communication .......................................................................          |  79 |
| Iris Schrijver, Leona Van Vaerenbergh &Luuk Van Waes                                                                                                                                                                    |     |
| An Exploratory Study of Transediting in Students' Translation Processes ..........................................                                                                                                      |  99 |
| Birger Andersen                                                                                                                                                                                                         |     |
| What WebAds, Blurbs and Introductions Tell Potential Dictionary Buyers about Users, User Needs and Lexicographic Functions............................................................................................. | 119 |
| REVIEWS                                                                                                                                                                                                                 |     |
| Claudia Böttger:                                                                                                                                                                                                        |     |
| Lost in Translation? An Analysis of the Role of English as the Lingua Franca of Multilingual                                                                                                                            |     |
| Hamburg: Verlag Dr. Kovac, 2007. (Pedro A. Fuertes-Olivera) ..................................................................................................................                                          | 151 |
| Bodil Helder:                                                                                                                                                                                                           |     |
| Jan Pedersen: Subtitling Norms for Television: An Exploration Focussing on Extralinguistic Cultural References                                                                                                          |     |
| Amsterdam/Philadelphia: John Benjamins, 2011. (Manuela Caniato)...............................................................................................................................                          | 161 |
| Publications ...............................................................................................................................                                                                            | 165 |
| received                                                                                                                                                                                                                |     |