广告翻译的模因研究

发布时间：2018-06-15 20:12

本文选题：模因 + 模因论　；参考：《北京林业大学》2012年硕士论文

【摘要】：广告产业是经济与文化紧密相结合的产物。在全球一体化的背景下,随着中国加入世贸组织,国内商品不断走向外国市场,外国商品也大量涌入国内,这种拼盘式的商品交流为广告业提供了机遇和挑战。广告语言,作为广告表达的重要表现形式,在产品宣传中起着举足轻重的作用,广告语言的翻译又成为传递跨文化广告信息的媒介,联结国内外消费者的纽带。由道金斯提出的用来描述“文化复制基因”的模因论为解释广告语言特点提供了新的语用视角。首先,它能解释广告语言简洁、新颖、吸引人眼球的特点；其次,广告语言从创造到接收的过程,是广告模因经过复制传播的过程；成功模因长寿性、多产性和复制忠实性的特点解释了广告语言传播的速度之快、覆盖之广的特点。由切斯特曼提出的翻译模因论是模因论在翻译上的突破,也为英汉广告的互译提供了新的翻译方法。五个超级模因在广告翻译中均有较好的体现和诠释；在动态的翻译过程中每个模因经过复制传播,发生“突变”,这为广告翻译的创新提供理论基础和契合点；跨文化模因有利于不同文化消费者建立共同理解、产生共鸣,适度模因有利于广告译本更加顺应目标消费者的理解力,促进产品的销售。本文采取模因论和广告翻译实践相结合的方法,结合80余条广告语料进行举例分类和文本分析,分别对广告翻译的过程和策略做了详细的阐释。结果表明,模因论指导翻译实践具有显著意义,它能激发广告翻译工作者的灵感、增强其驾驭语言的能力,使其翻译的广告符合中西方消费者的习惯,更好的创作出新颖独特的广告语。最后,作者希望本文能够抛砖引玉,吸引更多语言研究者从新的视角研究翻译,并希望为广告翻译者提供一些帮助和启迪。
[Abstract]:Advertising industry is the result of the close combination of economy and culture. In the context of global integration, with China's accession to the WTO, domestic goods continue to move to foreign markets, and foreign goods flow into the country in large numbers, which provides opportunities and challenges for the advertising industry. Advertising language, as an important form of expression of advertising, plays an important role in product propaganda. The translation of advertising language has become a medium for the transmission of cross-cultural advertising information and a link between domestic and foreign consumers. The memetics proposed by Dawkins to describe the "cultural replication gene" provides a new pragmatic perspective for the interpretation of advertising language features. First, it can explain the simple, novel and eye-catching features of advertising language. Secondly, the process of advertising language from creation to reception is the process of advertisement meme being copied and propagated. The characteristics of prolific and replicative faithfulness explain the speed and coverage of advertising language. The translation memetics put forward by Chesterman is a breakthrough in the translation of memetics and provides a new translation method for the translation of English and Chinese advertisements. The five super memes are well embodied and interpreted in advertising translation, and in the process of dynamic translation, each meme is propagated and "mutated", which provides a theoretical basis and a fit point for the innovation of advertising translation. Cross-cultural meme is conducive to the establishment of common understanding and resonance among different cultural consumers, while moderate meme is conducive to the understanding of target consumers and the promotion of product sales. This paper adopts the method of combining memetics and advertising translation practice, combines with more than 80 advertising materials for example classification and text analysis, and gives a detailed explanation of the process and strategy of advertising translation. The results show that memetics has significant significance in guiding translation practice. It can stimulate the inspiration of advertising translators, enhance their ability to master language, and make their translation advertisements conform to the habits of Chinese and western consumers. Better to create a novel and unique advertising language. Finally, the author hopes that the thesis can attract more language researchers to study translation from a new perspective and provide some help and inspiration for advertising translators.
【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059

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