模因论视角下的英汉广告翻译策略分析

论文摘要

随着全球化的加速发展,商业广告的国际化推广显得尤为重要。笔者发现许多广告翻译者均面临着一个问题,为了使广告达到持久传播和强有力的说服力,广告的翻译既要保持和原产品广告内容,风格上的一致性,又要顺应当地受众的知识水平,文化习俗,和心理需求,同时又不缺乏创意,这样才能使广告翻译频繁不间断地,忠实地复制传播,并被消费者长期记忆。因此很多广告翻译者求助于归化策略,即加入了符合目的语的语言元素,有些广告翻译在很大程度上偏离了,甚至篡改了原有文本的意义,此类翻译在本质上是否构成翻译在学术界仍存在争议。广告文体特征分析,广告翻译策略例证,广告的功能对等翻译研究是目前广告翻译研究的热点。笔者认为广告翻译作为一种特殊的商务文本翻译,对传播效果的要求高于翻译的对等性。传统的翻译原则和策略不一定完全适用于广告翻译,广告翻译迫切需要自身的原则,策略和评估方法。模因理论,相对基因理论,研究信息的非基因性传播,在广告翻译传播效果的研究方面具有强大的解释力。笔者运用模因理论综合分析了广告传播的广度和深度,涵盖了广告语言的传播范围,复制的保真度,在受众中传播的时间和记忆效果。一则相同的英语广告可能会有不同的译本,这些译本或者说模因单位,集合成为特定的模因池。何种译本的传播效果最好,涉及到模因的强弱程度,最为强势的译本或模因将战胜其他竞争对手,成为家喻户晓的有效广告。本论文列举了多则广告,主题遍布各行各业,例证了如何把强势模因和有效广告结合,应用广告翻译策略,广告翻译评估方法打造成功的广告翻译。此论文主要研究了英语广告至汉语广告的翻译,着重研究了广告的中国本土化,笔者从受众角度来审视广告译本的传播效果。综上所述,鉴于广告翻译的灵活性,适宜性,推广性,笔者应用Chesterman的翻译模因理论和Dawkins的强势模因理论,证实了在广告翻译中可以应用翻译策略将强势模因的特征加入广告译本,成就强势广告翻译模因,即传播效果最好的广告译本；例证和完善了切斯特曼的翻译策略：句法策略,语义策略,语用策略；总结了可参考的翻译评估方法：错译评估,动机评估,策略评估,受众反应评估,期望此论文为广告翻译研究开辟新的视角,同时对广告翻译实践具有一定的指导借鉴意义。

论文目录

• 摘要
• Abstract
• Chapter One Introduction
• 1.1 An Overview of Advertising Research
• 1.2 Introduction to the Thesis
• 1.2.1 Rationale and Significance of the Present Study
• 1.2.2 Research Questions
• 1.2.3 Methodology and Data Collection
• 1.2.4 Organization of the Thesis
• Chapter Two Literature Review
• 2.1 Meme Theories
• 2.1.1 Brief Introduction of Oversea Research Status of Memetics
• 2.1.2 Brief Introduction of Domestic Research Status of Memetics
• 2.2 Transmission Modes of Meme and Four Stages of Meme Replication
• 2.3 General Selection Criteria for Memes
• 2.4 Strong Meme Identification
• 2.4.1 Previous Criteria Insufficient for Strong Meme Identification
• 2.4.2 Strong Meme Identification
• 2.4.3 Conclusion for a Strong Meme
• 2.5 Advertising Translation
• 2.5.1 Criteria and Principles for Advertising Translation
• 2.5.2 Strategies for Advertising Translation
• 2.6 Memes of Translation
• 2.6.1 Translation Review in the Perspective of Memetics
• 2.6.2 Translation Strategies
• Chapter Three Relations between Strong Meme and Advertising Language
• 3.1 Advertising
• 3.2 Strong Meme Identification in Advertising
• 3.2.1 An Original Strong Meme in Advertising
• 3.2.2 An Reproduced Strong Meme in Advertising
• 3.3 Strong Meme and Efficient Advertising
• 3.3.1 Efficient Advertising
• 3.3.2 Relations between Strong Meme and Effective Advertising
• 3.4 Strong Meme Turns into Weak meme
• Chapter Four Meme Translation and Advertising Translation
• 4.1 Linguistic Characteristics of Advertising
• 4.1.1 Linguistic Characteristics of English Advertising
• 4.1.2 Linguistic Characteristics of Chinese Advertising
• 4.2 Strong Meme and Advertising Translation
• 4.2.1 Weak Advertising Meme in Source Text→Strong Advertising Meme in Target Text
• 4.2.2 Strong Advertising Meme in Source Text→Stronger Advertising Meme in Target Text through Strategies
• 4.2.3 Different Translation Versions—Meme Pool
• 4.2.4 Creation of Strong Translation Meme
• 4.3 Advertising Translation Strategies
• 4.3.1 Syntactic Strategies
• 4.3.2 Semantic Strategies
• 4.3.3 Pragmatic Strategies
• 4.4 Advertising Translation Assessments
• 4.4.1 Error-elimination Assessment
• 4.4.2 Motivation Assessment
• 4.4.3 Strategy Assessment
• 4.4.4 Audience's Response Assessment
• Chapter Five Conclusions
• 5.1 Major Findings
• 5.2 Limitations
• 5.3 Suggestions for Future Studies
• Bibliography
• Acknowledgements
• 在读期间科研成果