模因论视角下的广告翻译研究

论文摘要

近年,随着中国加入世贸组织,世界经济得到飞速发展;人们越来越多地接触各类广告,广告已成为错综复杂的经济和文化体系中不可或缺的一部分,并以某种方式反映甚至改变着整个社会。广告翻译不仅是不同语言系统之间的简单转换,而且也是产品促销和文化传播的一种强有力手段。一则佳译能激起顾客的购买欲望,为商品的推广锦上添花,而一则拙译却能令商品黯然失色,影响广告公司甚至是整个国家的形象。无可否认,广告翻译在一些传统理论如对等论,目的论,接受理论等的指导下,已取得很大的发展;但将广告翻译与其他学科结合起来进行跨学科研究的工作还做得远远不够。因此,本文尝试从社会生物学的一门新兴理论——模因论视角出发对广告翻译进行探讨。道金斯于1976年首次提出“模因”这一概念,模因学从一诞生就显示出强大的感染力,吸引着不同领域的研究者。出于对模因论和广告翻译的浓厚兴趣,本文作者在广泛涉猎相关理论著作及论文的基础上,将模因论与广告翻译有机结合,发现模因论能够为考察译者的翻译行为设定一个比较全面的参照系。通过将宏观理论分析与微观翻译实例相结合,本文首次把模因论应用于广告翻译研究,阐明模因论对广告翻译具有一定的指导意义。全文主要采用理论分析与实践应用相结合,从翻译过程到翻译成品的研究方法,具体考察以下三个问题:广告与模因之间存在着何种关系;在翻译过程中,广告语言模因是如何进行解码和编码的;在广告翻译中,规范模因,价值模因和策略模因是如何影响译者翻译行为的。本文围绕以上问题逐步展开:首先介绍广告,如广告的性质及语言特征。其次,作者将模因论引入到广告研究中来,探讨二者之间的密切联系。继而本文将模因周期理论应用到解释广告翻译过程并构建广告翻译过程模因图,以广告口号的翻译为示例进一步论证此图的可行性与实用性。最后,作者就翻译模因论在广告翻译中的具体运用,对商标翻译、口号翻译和广告语篇翻译进行分析。简言之,研究结果表明,广告翻译过程模因图,翻译模因论中的规范模因,价值模因和策略模因等对广告翻译实践有非常显著的作用。最后,作者希望本文能对广大从事广告翻译工作者有所启迪和帮助。

论文目录

• 摘要
• Abstract
• Introduction
• Chapter 1 A General Remark on Advertisement
• 1.1 Properties of Advertisement
• 1.1.1 Definition of Advertising
• 1.1.2 Classification of Advertising
• 1.1.3 Components of Advertising
• 1.2 Linguistic Features of Advertising
• 1.2.1 Linguistic Features of Advertising English
• 1.2.1.1 The Lexical Level
• 1.2.1.2 The Syntactic Level
• 1.2.1.3 The Rhetorical Level
• 1.2.2 Linguistic Features of Advertising Chinese
• 1.2.2.1 The Phonetic Feature
• 1.2.2.2 The Syntactic Feature
• 1.2.2.3 The Rhetorical Feature
• Chapter 2 The Relationship Between Memetics and Advertising
• 2.1 The Research on Memetics
• 2.1.1 Genesis and Definition of the Term"Meme"
• 2.1.2 Features of Successful Memes
• 2.1.3 The Interaction Between Language and Meme
• 2.1.3.1 Language as an Effective Way of Transmitting Memes
• 2.1.3.2 Meme as a Motive Power for Language Evolution
• 2.2 Memetic Study in the Field of Advertising
• 2.2.1 Geoff Ayling's Viewpoints on Memes in Advertisement
• 2.2.2 Jay Conrad Levinson's Viewpoints on Memes in Advertisement
• 2.2.3 Paul Marsden's Viewpoints on Memes in Advertisement
• 2.3 Characteristics and Classification of Advertising Memes
• 2.3.1 Characteristics of Advertising Memes
• 2.3.1.1 Simplicity
• 2.3.1.2 Novelty
• 2.3.1.3 Distinctiveness
• 2.3.1.4 Conformity
• 2.3.2 Classification of Advertising Memes
• 2.3.2.1 Genotype of Advertising Memes
• 2.3.2.2 Phenotype of Advertising Memes
• Chapter 3 The Application of Meme Lifecycle Theory to the Process of Advertising Translation
• 3.1 Basic Terms on Meme Lifecycle Theory
• 3.1.1 Memeplex
• 3.1.2 Memepool
• 3.1.3 Host
• 3.1.4 Vector
• 3.2 The Lifecycle of Memes Suggested by Henrik Bjarneskans
• 3.2.1 Transmission
• 3.2.2 Decoding
• 3.2.3 Infection
• 3.2.4 Coding
• 3.3 Four Stages of Meme Replication Suggested by Heylighen
• 3.3.1 Assimilation
• 3.3.2 Retention
• 3.3.3 Expression
• 3.3.4 Transmission
• 3.4 A Tentative Memetic Model for Advertising Translation Process
• 3.4.1 The Necessity for the Study of Translation Process
• 3.4.2 Five Phases in the Memetic Model for Advertising Translation Process
• 3.4.2.1 Hereditary Phase
• 3.4.2.2 Infecting and Decoding Phase
• 3.4.2.3 Encoding Phase
• 3.4.2.4 New Hereditary Phase
• 3.4.2.5 New Infecting and Decoding Phase
• 3.4.3 A Case Study of the Model
• Chapter 4 The Enlightenment of Chesterman's Translation Memetics for Advertising Translation
• 4.1 Five Supermemes and Advertising Translation
• 4.1.1 The Source-target Supermeme
• 4.1.2 The Equivalence Supermeme
• 4.1.3 The Untranslatability Supermeme
• 4.1.4 The Free-vs-literal Translation Supermeme
• 4.1.5 The All-writing-is-translating Supermeme
• 4.2 Framework of Chesterman's Translation Memetics
• 4.2.1 Norm Memes
• 4.2.1.1 Expectancy Norm Memes
• 4.2.1.2 Professional Norm Memes
• 4.2.2 Value Memes
• 4.2.2.1 Clarity
• 4.2.2.2 Truth
• 4.2.2.3 Trust
• 4.2.2.4 Understanding
• 4.2.3 Strategy Memes
• 4.2.3.1 Syntactic Strategies at the Formal Level
• 4.2.3.2 Semantic Strategies at the Content Level
• 4.2.3.3 Pragmatic Strategies at the Message Level
• 4.3 Application of the Memetic Theory in Advertising Translation
• 4.3.1 The Translation of Brand Names
• 4.3.2 The Translation of Slogans
• 4.3.3 The Translation of Body Texts
• Conclusion
• Notes
• Bibliography
• Acknowledgements
• 攻读学位期间主要的研究成果目录