从模因论的角度看广告口号的翻译

论文摘要

在当今快速发展的时代,市场交流扮演着越来越重要的角色。因此,对于那些迫切需求拓展市场的公司来说有效的国际广告沟通必不可少。广告翻译作为翻译的一个特殊研究方向还没有得到足够的研究,更不用说广告口号翻译了。作为一个新兴学科,模因学从一诞生就显示出强大的感染力,不同领域的学者都试图将本学科同模因学结合以获得新的启示。而模因的传染性使它与广告具有一种天然的联系,本文试图从模因论的视角来探讨广告口号的翻译。本文以模因的相关理论和Verschueren的语言顺应论为研究视角,对广告口号的翻译进行分析。成功的广告翻译可被视为目标语中的“模因产品”,而“模因产品”是翻译者顺应的结果。作者通过对大量案例的分析归结出影响模因生存和复制的两大因素,即认知因素和文化因素,翻译者在翻译广告口号的过程中必须根据这些因素做出有意识的选择。就认知因素而言,作者谈到了人的记忆容量以及目标语的语言特征；文化方面则总结了四大影响广告口号翻译的因素,即核心价值观、表达方式、消费倾向和思维模式。此外,文章提出了两个有效的翻译策略,即依附形式上的强势模因和依附内容上的强势模因。模因论为广告口号翻译研究提供了新的视角,作者对此进行了有益的尝试,希望对于提高译者实际操作过程中广告口号的翻译水平有一定的帮助。

论文目录

• Abstract
• 摘要
• Introduction
• 0.1 A Brief Introduction to Memetics
• 0.2 Rationale and Objective of the Present Study
• 0.3 Research Questions
• 0.4 Research Methodology and Data Collection
• 0.5 Outline of the Thesis
• Chapter 1 Literature Review
• 1.1 Previous Research on Advertising and Advertising Slogan
• 1.1.1 A Brief Retrospect of Advertising
• 1.1.1.1 The Definition of Advertising
• 1.1.1.2 The Structure of Advertising
• 1.1.1.3 The Functions of Advertising
• 1.1.2 A Basic Overview of Advertising Slogan
• 1.1.2.1 The Definition and Features of Advertising Slogan
• 1.1.2.2 Classification of Advertising Slogan
• 1.1.3 Research on Advertising Translation
• 1.1.3.1 Traditional Chinese Theories for Translation
• 1.1.3.2 Equivalence-based Linguistic Theory
• 1.1.3.3 Functionalist Theory
• 1.2 Previous Research on Memetics
• 1.2.1 Research on Memetics Abroad
• 1.2.2 Research on Memetics in China
• 1.2.3 Memetic Study in Advertising
• 1.2.4 Memetic Study in Translation
• Chapter 2 Theoretical Framework
• 2.1 Relative Concepts about Memes
• 2.1.1 Meme and Memeplex
• 2.1.2 Genotype and Phenotype
• 2.1.3 Strong Meme and Weak Meme
• 2.1.4 Host and Vector
• 2.2 The Lifecycle of Memes
• 2.3 Meme and Language
• 2.3.1 Language as the Principle Means to Spread Memes
• 2.3.2 Memes Influencing Language
• 2.4 Memetic Selection
• 2.5 Adaption Theory
• Chapter 3 Advertising Slogan Translation:A Process of Strong Advertising Slogan Memes Creation
• 3.1 Strong Advertising Slogan Meme Creation in Translation
• 3.1.1 Adapting to Cognitive Factors
• 3.1.1.1 Constraints of Working Memory
• 3.1.1.2 Adapting to the Constraints of Working Memory
• 3.1.1.3 Adapting to the Target Language's Linguistic Features
• 3.1.2 Adapting to Cultural Factors
• 3.1.2.1 Core Value:Group Orientation vs. Individual Orientation
• 3.1.2.2 Consuming Tendency:Group Tendency vs.Individual Needs
• 3.1.2.3 Authority:Governmental Authority vs.Scientific Evidence
• 3.1.2.4 Mode of Thinking
• 3.2 Strategies to Make Strong Advertising Slogan Memes in the Process of Translation
• 3.2.1 Application of Phenotype of Memes
• 3.2.1.1 The associative meme transmission
• 3.2.1.2 Partially changed meme transmission
• 3.2.2 Application of Genotype of Memes
• Conclusion
• Bibliography
• Appendix
• Acknowledgements