從模因論的角度看廣告口號的翻譯
發(fā)布時間：2025-06-10 03:04
在當今快速發(fā)展的時代,市場交流扮演著越來越重要的角色。因此,對于那些迫切需求拓展市場的公司來說有效的國際廣告溝通必不可少。廣告翻譯作為翻譯的一個特殊研究方向還沒有得到足夠的研究,更不用說廣告口號翻譯了。作為一個新興學科,模因學從一誕生就顯示出強大的感染力,不同領域的學者都試圖將本學科同模因學結合以獲得新的啟示。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探討廣告口號的翻譯。 本文以模因的相關理論和Verschueren的語言順應論為研究視角,對廣告口號的翻譯進行分析。成功的廣告翻譯可被視為目標語中的“模因產品”,而“模因產品”是翻譯者順應的結果。 作者通過對大量案例的分析歸結出影響模因生存和復制的兩大因素,即認知因素和文化因素,翻譯者在翻譯廣告口號的過程中必須根據這些因素做出有意識的選擇。就認知因素而言,作者談到了人的記憶容量以及目標語的語言特征；文化方面則總結了四大影響廣告口號翻譯的因素,即核心價值觀、表達方式、消費傾向和思維模式。此外,文章提出了兩個有效的翻譯策略,即依附形式上的強勢模因和依附內容上的強勢模因。 模因論為廣告口號翻譯研究提供了新的視...
【文章頁數】：86 頁
【學位級別】：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
本文編號：4050214
【文章頁數】：86 頁
【學位級別】：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
本文編號：4050214
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