從模因論角度分析商業(yè)廣告的翻譯
發(fā)布時間：2018-10-18 09:28
【摘要】：市場經(jīng)濟的迅速發(fā)展將中國產(chǎn)品的宣傳推廣到一種前所未有的廣闊范圍。無論是國內(nèi)還是國外的產(chǎn)品都有其自身的廣告。廣告不僅是產(chǎn)品的一部分，同時也是產(chǎn)品宣傳的重點。優(yōu)質的廣告有助于更好的了解產(chǎn)品，并且能夠促進顧客對產(chǎn)品形成有益的印象。由此便可以擴大產(chǎn)品影響力以增加銷售量。由此可見，令人滿意的廣告翻譯對促進產(chǎn)品的影響力具有重大意義。 作為一種新引進到國內(nèi)的理論，模因論還沒有得到系統(tǒng)的研究，但依然可以對廣告翻譯帶來不容忽視的影響。模因論為語言學的學者專家提供了全新的研究視角，并促進了對語言之美的探索。模因中含有影響人類行為的密碼，同時模因本身被視為文化傳播的最小單位，而且模因的這種對人腦的感染性為廣告復制以及傳播帶來了一些啟迪。 近幾十年甚至于幾個世紀以來，，廣告翻譯一直是國際商業(yè)廣告業(yè)關注的重點之一。由于有效的有感染力的廣告能夠極大的促進產(chǎn)品的銷售，所以世界各地的公司都力爭完善其廣告，以達到抗擊競爭對手的目的。由于好的翻譯能夠帶來商業(yè)利潤，所以業(yè)內(nèi)人士對廣告翻譯的研究抱有極大的興趣。與此同時，翻譯人員也已經(jīng)從不同的層面對翻譯作品做了多種分析。 基于國外許多對模因論的研究，本文將重點利用模因論來探討廣告翻譯。根據(jù)模因的自我復制規(guī)則，本文將把模因與其宿主—客戶聯(lián)系起來，并且把討論的重點放在廣告翻譯上。希望借此可以建立有效的翻譯效果的評價標準，并試圖通過將二者結合而得到一些啟迪。
[Abstract]:The rapid development of market economy popularizes the propaganda of Chinese products to an unprecedented wide range. Both domestic and foreign products have their own advertising. Advertising is not only a part of the product, but also the focus of product publicity. High-quality advertising helps to better understand the product, and can promote the customer to form a beneficial impression of the product. As a result, the influence of the product can be expanded to increase sales. It can be seen that satisfactory advertising translation is of great significance to promote the influence of products. As a new theory introduced into China, memetics has not been systematically studied, but it can still have a significant impact on advertising translation. Memetics provides a new perspective for scholars and experts in linguistics and promotes the exploration of the beauty of language. Memes contain codes that affect human behavior, and memes themselves are regarded as the smallest units of cultural transmission, and the infective nature of memes to the human brain brings some enlightenment to advertising replication and communication. In recent decades and even centuries, advertising translation has been one of the focuses of international commercial advertising industry. Because effective and infectious advertising can greatly promote the sale of products, companies around the world strive to improve their advertising in order to fight against competitors. As good translation can bring commercial profits, the industry has great interest in the study of advertising translation. At the same time, translators have also made a variety of analysis of translated works from different levels. Based on many studies on memetics abroad, this paper focuses on the use of memetics to explore advertising translation. According to the rules of self-replication of memes, this paper will link memes to their hosts and customers, and focus on advertising translation. It is hoped that we can establish effective criteria for evaluating translation effects and try to get some enlightenment by combining them.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H059
本文編號：2278705
[Abstract]:The rapid development of market economy popularizes the propaganda of Chinese products to an unprecedented wide range. Both domestic and foreign products have their own advertising. Advertising is not only a part of the product, but also the focus of product publicity. High-quality advertising helps to better understand the product, and can promote the customer to form a beneficial impression of the product. As a result, the influence of the product can be expanded to increase sales. It can be seen that satisfactory advertising translation is of great significance to promote the influence of products. As a new theory introduced into China, memetics has not been systematically studied, but it can still have a significant impact on advertising translation. Memetics provides a new perspective for scholars and experts in linguistics and promotes the exploration of the beauty of language. Memes contain codes that affect human behavior, and memes themselves are regarded as the smallest units of cultural transmission, and the infective nature of memes to the human brain brings some enlightenment to advertising replication and communication. In recent decades and even centuries, advertising translation has been one of the focuses of international commercial advertising industry. Because effective and infectious advertising can greatly promote the sale of products, companies around the world strive to improve their advertising in order to fight against competitors. As good translation can bring commercial profits, the industry has great interest in the study of advertising translation. At the same time, translators have also made a variety of analysis of translated works from different levels. Based on many studies on memetics abroad, this paper focuses on the use of memetics to explore advertising translation. According to the rules of self-replication of memes, this paper will link memes to their hosts and customers, and focus on advertising translation. It is hoped that we can establish effective criteria for evaluating translation effects and try to get some enlightenment by combining them.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H059
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