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模因论视角之英语广告口号汉译归化异化 [3]

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:3500

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.

Four Chinese Translation of Advertising Slogan fromthe Perspective of Memetics


4.1 Memetics and Advertising
A great many researchers have made their efforts to apply the theory of memetics toadvertising due to the close relationship between meme and advertising. We will look backthe propositions of three researchers who devoted themselves to study advertising from theview of memetics, including Geoff Ayling (1998),Jay Conrad Levinson (1998), PaulMarsden (2003).Geoff Aylng published his book Rapid Response Advertising in 1998 and put forwardthe definition of meme in advertising: “In the context of advertising, a meme is an idea orconcept that has been refined, distilled,stripped down to its bare essentials and thensuper-simplified in such a way that anybody can grasp its meaning instantly andeffortlessly.Two features of advertising memes can be exposed in the terms of thedefinition, which are infectious and subconscious. These two features capacitate a meme tobe noticed by people without knowledge or permission.Jay Conrad Levinson,serving as a adherent of Geoff Ayling, put forward the concept ofmeme three years later. From one of his books Guerrilla Creativity Levinson (1998: 1),meme is defined as “a self-explanatory symbol, using words,action, sounds,or pictures thatcommunicate an entire idea". He emphasizes that meme can express the intricate informationin a simple method and make a profound impression on the customers so as to incite them tobuy something.Paul Marsden considered the meme as units of memory preserved as combinations. Hebelieves that the memetics can incite the desire of purchase.

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Conclusion


Advertising slogan is a kind of commercial term which has been used repeatedly by theadvertisement in a long period, expressing the main concept or theme of advertisement. Itmaintains the publicity of an advertisement, building a favorable impression on consumers.This paper discusses and analyzes the process of translation in detail from theperspective of memetics. It would be beneficial for the translators to improve the quality oftranslating advertising slogan in practical application.In this paper, from the view of memetics, each advertising slogan is considered as ameme or memeplex. Every memeplex contains its unique culture behind it,so translatorsshould find the similar memes with the source language culture from the target language,producing a similar infection to the host and a similar effect to the readers. This paperanalyzes the life cycle of memes, which is transmission, decoding,infection and encodingand summarizes that translation activities are the process of replicating exotic memes andtransmitting them from the source culture to target culture.In addition, the translator should take the cultural factors into account. However, thereare two translation strategies that are domestication which focuses on the cultural factor ofthe target language and foreignization which stresses the cultural factor of the sourcelanguage. While domestication and foreignization are not contradictory and independent.The process of translation should be built on the culture of both source language and targetlanguage so as to integrate two languages ideally.
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