商业广告英汉翻译策略：模因理论视角

论文摘要

广告,作为一种市场工具,以其生动、简明、形象的语言特点,在市场营销过程中起着重要的宣传推广作用。随着国际贸易的不断发展和繁荣,广告也日益成为我国对外经济交流的有力工具。目前,对广告翻译的探讨大多集中在功能对等、应用翻译理论等广告翻译理论和实践的研究上。模因论是语用学发展中较新的理论之一,对翻译研究具有重要的指导作用。它不仅有助于理解文化、思想和语言的进化问题,而且为研究翻译本身的发展以及翻译过程中翻译策略的选择提供了新的视角。模因论认为,任何通过模仿而得到复制和传播的事物都可以成为模因,同时模因促进了语言的传播和发展。在翻译中,如何成功地传递或复制原文中的信息是译者面临的首要问题。由于模因论在一定程度上能指导译者找到语言传播过程中的重要因素,因此该理论为解决译文成功传递原文信息的问题提供了良好契机和重要理论指导。本研究以模因论为理论框架,以商业广告作为研究语料,详细分析了模因在商业广告中的使用以及产生的影响,提供了商业广告的英汉翻译策略,因而证实了模因理论对翻译具有重要的指导作用。

论文目录

• 摘要
• Abstract
• Contents
• Introduction
• Chapter 1 A Brief Introduction to Memetics
• 1.1 Origins of Memetics
• 1.2 Development of Memetic Studies
• 1.2.1 Foreign Researches on Memetics
• 1.2.2 Domestic Researches on Memetics
• 1.3 Generation of Memetics
• 1.3.1 Relative Terms in Memetics
• 1.3.2 Features of Successful Memes
• 1.3.3 Stages of Meme Replication
• 1.4 Summary
• Chapter 2 Memes in Commercial Advertisements
• 2.1 Relations between Language and Memes
• 2.2 Characteristics of Applying Memes in Advertisements
• 2.2.1 Being Concise and Eye-catching
• 2.2.2 Being Novel, Unique and Interesting
• 2.2.3 Being Thought-provoking
• 2.3 Prerequisites for Creating Strong Memes in Advertisements
• 2.3.1 Good Command of Characteristics of Advertising Language31
• 2.3.2 Sound Knowledge about Differences in English and Chinese
• Advertisements
• 2.4 Ways of Memes Produced in Advertisements
• 2.4.1 Word Synthesis and Poetic Verses
• 2.4.2 Idioms and Proverbial Sayings
• 2.5 Effects of Memes on Commercial Advertisements
• 2.5.1 Making Advertisements Poetic
• 2.5.2 Making Advertisements Concise and Impressive
• 2.6 Summary
• Chapter 3 Advertisement Translation Strategies
• 3.1 Memes and Translation
• 3.2. Principles for Advertising Translation in Meme Pools
• 3.2.1 Respecting the Core Value of Target Customers
• 3.2.2 Catering to Psychology of Target Customers
• 3.3 Advertisement Translation Strategies in Meme Pools
• 3.3.1 Comprehensive Translation Strategies
• 3.3.2 Productive Translation Strategies
• 3.4 Implications for Translators from Memetics Perspective
• 3.4.1 Improving Bilingual Skills
• 3.4.2 Staying Informed of Marketing
• 3.4.3 Strong Awareness of Culture Differences
• 3.5 Summary
• Conclusion
• Bibliography
• Acknowledgments