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从模因论的角度看广告口号的翻译

作　者: 杨琴
导　师: 蔡平
学　校: 湖南师范大学
专　业: 英语语言文学
关键词: 模因论广告口号翻译顺应模因
分类号: H059
类　型: 硕士论文
年　份: 2010年
下　载: 152次
引　用: 0次
阅　读: 论文下载

内容摘要

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。

全文目录

Abstract  4-6
摘要  6-10
Introduction  10-16
  0.1 A Brief Introduction to Memetics  10-12
  0.2 Rationale and Objective of the Present Study  12-13
  0.3 Research Questions  13
  0.4 Research Methodology and Data Collection  13-14
  0.5 Outline of the Thesis  14-16
Chapter 1 Literature Review  16-34
  1.1 Previous Research on Advertising and Advertising Slogan  16-25
    1.1.1 A Brief Retrospect of Advertising  16-19
      1.1.1.1 The Definition of Advertising  16-17
      1.1.1.2 The Structure of Advertising  17-18
      1.1.1.3 The Functions of Advertising  18-19
    1.1.2 A Basic Overview of Advertising Slogan  19-23
      1.1.2.1 The Definition and Features of Advertising Slogan  19-20
      1.1.2.2 Classification of Advertising Slogan  20-23
    1.1.3 Research on Advertising Translation  23-25
      1.1.3.1 Traditional Chinese Theories for Translation  23-24
      1.1.3.2 Equivalence-based Linguistic Theory  24
      1.1.3.3 Functionalist Theory  24-25
  1.2 Previous Research on Memetics  25-34
    1.2.1 Research on Memetics Abroad  26
    1.2.2 Research on Memetics in China  26-27
    1.2.3 Memetic Study in Advertising  27-30
    1.2.4 Memetic Study in Translation  30-34
Chapter 2 Theoretical Framework  34-50
  2.1 Relative Concepts about Memes  34-38
    2.1.1 Meme and Memeplex  34-35
    2.1.2 Genotype and Phenotype  35-36
    2.1.3 Strong Meme and Weak Meme  36-38
    2.1.4 Host and Vector  38
  2.2 The Lifecycle of Memes  38-40
  2.3 Meme and Language  40-42
    2.3.1 Language as the Principle Means to Spread Memes  40-41
    2.3.2 Memes Influencing Language  41-42
  2.4 Memetic Selection  42-43
  2.5 Adaption Theory  43-50
Chapter 3 Advertising Slogan Translation:A Process of Strong Advertising Slogan Memes Creation  50-76
  3.1 Strong Advertising Slogan Meme Creation in Translation  50-67
    3.1.1 Adapting to Cognitive Factors  50-57
      3.1.1.1 Constraints of Working Memory  51-52
      3.1.1.2 Adapting to the Constraints of Working Memory  52-54
      3.1.1.3 Adapting to the Target Language's Linguistic Features  54-57
    3.1.2 Adapting to Cultural Factors  57-67
      3.1.2.1 Core Value:Group Orientation vs. Individual Orientation  58-61
      3.1.2.2 Consuming Tendency:Group Tendency vs.Individual Needs  61-64
      3.1.2.3 Authority:Governmental Authority vs.Scientific Evidence  64-65
      3.1.2.4 Mode of Thinking  65-67
  3.2 Strategies to Make Strong Advertising Slogan Memes in the Process of Translation  67-76
    3.2.1 Application of Phenotype of Memes  68-73
      3.2.1.1 The associative meme transmission  68-70
      3.2.1.2 Partially changed meme transmission  70-73
    3.2.2 Application of Genotype of Memes  73-76
Conclusion  76-78
Bibliography  78-82
Appendix  82-84
Acknowledgements  84-86

从模因论的角度看广告口号的翻译

内容摘要

全文目录

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