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模因论视角之英语广告口号汉译归化异化 [2]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-07-21编辑:lgg点击率:3501

论文字数:36200论文编号:org201407211112248353语种:英语论文 English地区:中国价格:$ 66

关键词:广告口号模因论归化异化翻译memetics

摘要:本文是广告英语论文,文章主要谈及了模因论视角之英语广告口号汉译归化异化问题。Based on the translation memetics and the life cycle of memetics, this paper establishes the memetic model for advertising slogan translation process and analyzes theprocess of translation in detail, offering the new perspective to research the domesticationand foreignization in translating advertising slogan.

e proposed with the purpose ofachieving some mission, having a function in encouragement. It is because of numerousadvantages of slogan that will be quoted into the advertising gradually, becoming a kind ofspecial literary form, which calls advertising slogan(Cihai). In brief, it is a kind ofcommercial term which has been used repeatedly by the advertisement in a long period,expressing the main concept or theme of advertisement. Not every advertisement possesses aslogan, and generally some famous product and star enterprise own the one. Usually,successful advertising slogan seems to be immaterial wealth, containing great value.The main purpose of the advertising slogan is to maintain the continuity of anadvertisement, building a favorable impression on consumers. From the perspective of meme,successful advertising slogan translation should be accepted and remembered easily byChinese consumers and has a wide range of spreading,having strong vitality and reachingthe effect of self-propagation. Therefore, the theory of memetics offered a new perspective toadvertising slogan translation.
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2.2 Meme and Translation
Cheterman (1997) mentioned the relationship between meme and translation on thebasis of memetics. Translation is necessary for a meme to transmit in spite of the disparity ofChinese and foreign cultures, meanwhile, memes which are related with translation willinfluence the method that translators consider and employ the strategy. Memes is first proposed by a British scholar— Richard Dawkins in his book The SelfishGene. He thought that meme is just like the gene in biology. In his book,Dawkinsregarded meme as the unit of cultural evolution and he mainly expressed the laws of it. In theview of Dawkins,meme is the unit of cultural transmission and it can jump from the mind ofone person to another through a process which can be considered as imitation. Meme is theunit divisor of spreading and imitation through a non-genetic way. We can see thephenomenon of meme everywhere. Any thought, statement or behavior can be turned intomeme if they can be duplicated and spread by imitation. Meme is characterized by stability,permeability,longevity, fertility and reproduction.
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Chapter Three Theoretical Framework.......... 10
3.1 Relative Concepts about Memes......... 10
3.1.1 Meme  ......... 10
3.1.2 Strong Memes and Weak Memes......... 11
3.1.3 Memeplex and Memepool .........11
3.1.4 Memotype and Phenotype.........   12
3.1.5 Host and Vector......... 13
3.2 Translation Memetic......... 13
3.3 The Life Cycle of Memes.........14
3.4 Four Phases of Meme Replication .........16
3.5 Foreignization and Domestication......... 17
Chapter Four Chinese Translation of Advertising Slogan......... 20
4.1 Memetics and Advertising......... 20
4.2 Meme of Advertising Slogan......... 20
4.3 Advertising Slogan Memes Propagation and Translation......... 22
4.4 Translation Process of Advertising Slogan Memes ......... 25
4.5 Culture and Translation of Advertising Slogan Meme......... 31
4.6 Creation of Strong Advertising Slogan Memes.........42


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