在當(dāng)今快速發(fā)展的時(shí)代,市場(chǎng)交流扮演著越來(lái)越重要的角色。因此,對(duì)于那些迫切需求拓展市場(chǎng)的公司來(lái)說(shuō)有效的國(guó)際廣告溝通必不可少。廣告翻譯作為翻譯的一個(gè)特殊研究方向還沒(méi)有得到足夠的研究,更不用說(shuō)廣告口號(hào)翻譯了。作為一個(gè)新興學(xué)科,模因?qū)W從一誕生就顯示出強(qiáng)大的感染力,不同領(lǐng)域的學(xué)者都試圖將本學(xué)科同模因?qū)W結(jié)合以獲得新的啟示。而模因的傳染性使它與廣告具有一種天然的聯(lián)系,本文試圖從模因論的視角來(lái)探討廣告口號(hào)的翻譯。 本文以模因的相關(guān)理論和Verschueren的語(yǔ)言順應(yīng)論為研究視角,對(duì)廣告口號(hào)的翻譯進(jìn)行分析。成功的廣告翻譯可被視為目標(biāo)語(yǔ)中的“模因產(chǎn)品”,而“模因產(chǎn)品”是翻譯者順應(yīng)的結(jié)果。 作者通過(guò)對(duì)大量案例的分析歸結(jié)出影響模因生存和復(fù)制的兩大因素,即認(rèn)知因素和文化因素,翻譯者在翻譯廣告口號(hào)的過(guò)程中必須根據(jù)這些因素做出有意識(shí)的選擇。就認(rèn)知因素而言,作者談到了人的記憶容量以及目標(biāo)語(yǔ)的語(yǔ)言特征；文化方面則總結(jié)了四大影響廣告口號(hào)翻譯的因素,即核心價(jià)值觀、表達(dá)方式、消費(fèi)傾向和思維模式。此外,文章提出了兩個(gè)有效的翻譯策略,即依附形式上的強(qiáng)勢(shì)模因和依附內(nèi)容上的強(qiáng)勢(shì)模因。 模因論為廣告口號(hào)翻譯研究提供了新的視...

【文章頁(yè)數(shù)】：86 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
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



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