无忧论文网始建于1999年,提供专业论文格式,包括毕业论文,硕士论文,博士论文,留学生论文,essay,职称发表论文等的专业论文网站,热线咨询电话:4006227154
无忧论文网

登陆注册 论文购物车

论文搜索 热门搜索: 论文网 毕业论文 mba论文 英语论文 工商管理 英语经济 社会经济 留学论文

模因论视角下对商业广告翻译的研究

日期:2017-4-6作者:www.51lunwen.com编辑:vicky点击次数:133
销售价格:300元论文编号:lw201704011115079087论文字数:38256 
论文属性:硕士毕业论文论文地区:中国论文语种:English 

Chapter OneIntroduction


1.1 Research Background

The world we are living in today is becoming more connected and integrated thanever both economically and culturally in the wake of the globalization. Advertising, asone of the most important promotional tools, plays a vital role in the publicity ofproducts and services for companies. And researches on advertising in China andabroad have been taking on for commercial and academic purposes. Despite the gapsbetween different cultures, therefore, advertising translation has become an irresistibletrend and has been probed into from various perspectives, among which equivalencetheory attaches the most attention.

Admittedly, equivalence theory indeed provides an insightful and effectivemethod for advertising translation study, especially Nida’s equivalence theory with itsfocus on the most natural and closest response from the target readers. However,equivalence theory is not without problem in that “the formal equivalence may existin theory, while dynamic equivalence more naturally has to do primarily with the textas a whole”(Chesterman, 1997, 9). Namely, equivalence is more preoccupied with thesemantic and textual sameness. Therefore, equivalence is virtually unattainable in thereal practice of advertising translation, and hence not a useful concept in translationtheory. The translation of an advertisement is a different case, whose ultimate goal isto capture the audience’s attention, forge into their minds and arouse their interest in aminimum span of time. A translated advertisement with the most faithful meaning andelegant wording but without the features in question cannot be called a successful translation. Under such circumstances, the author tries to bring the study ofadvertisement translation into a newly-emerged, interdisciplinary theory---memetics.

........................


1.2 Research Rationale

Through a thorough reflection on the previous study, the author finds that fewresearches on advertisement translation have been done from the perspective ofmemetics. The author tries to do his bit to contribute to the study of the field ofadvertisement translation under the guidance of memetic theory.

Meme comes from sociobiology, where Dawkins first introduced in his book TheSelfish Gene and explained why he wanted to coin such a term as meme. Humanbeings pass down from generation to generation by the heredity of genes; genes areselfish and desperate to enter and survive in the the physical body of the posterity,determining the biological layout of our world. Likewise, meme “would be parallel to“gene” to describe the evolution of cultural phenomena which are subject to the samekinds of Darwinian laws of natural selection as genes”(Chesterman, 1997). Taking anew perspective for cultural transmission, memetics has instantly become one of themost eye-catching theori


本文源自:无忧论文网转载保留版权
源头地址:http://www.51lunwen.com/businessenglish/2017/0401/lw201704011115079087.html

12345

会员登录

邮件:

密码:

会员老师编辑帮助

论文相关搜索



论文财富计划,发表论文赚钱