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基于翻译模因论的广告模型研究

2016-12-15 | 来源:51due教员组 | 类别:更多范文

英国Thesis代写论文精选:“基于翻译模因论的广告模型研究”,这篇论文基于翻译模因论以及模因论的生命周期对广告口号以及广告模型进行了分析。论文提出了“meme”一词(即模因论),并对其概念和含义进行了说明解释。

 

Introduction

 

Background

 

The word “meme” is first proposed by the famous zoologist and behavioralecologist-Clinton Richard Darkins(1976) in his book The Selfish Gene, Since 1976,memetics has been focused on by more and more scholars,then the research work aboutmeme has started to pick up steam at home and abroad. Memetics have been widely spreadand gradually go deeper into the realms of psychology, sociology, culturology,philosophy,linguistics and so on,which provide us a new way of exposing many social and culturalphenomena. For the present research situation inland, there are already The Selfish Gene andThe Meme Machine translated respectively by Lu Yun and Gao Shenchun. Besides, somearticles which are mainly about the analysis on society,culture and language at a differentangel have been published successively by domestic scholars. But the man, who firstlyintroduced "Memetics" into the field of translation is Chesterman, who proposed translationmemetics. It can make the scholars research the translation from the perspective ofmemetics.During recent ten years,meme is considered as a hot topic in the field of pragmatics.Relavent researches about meme are stressed in the west. Even if some Chinese scholars arelate in researching the meme,they have been laying an emphasis on it. However, there are asmall quantity of researches on English advertising language, and the researches areconfined to the view of rhetoric, vocabulary and grammar, including Cui Gang's AdvertisingEnglish (1993), Zhang Jian's Preliminary Exploration on Style Features of AdvertisingEnhlish (1995),Shi Ping's On the Language Features of Advertising English (1997),etc.

 

Research Significance

 

With the rapid development of economy,advertising slogan plays a more and moreimportant role in people's life. In order to propagandize the advertising slogan effectively,translators should make great effort to employ appropriate methods to make the version beaccepted easily so as to improve the persuasion of advertising and attract consumers'attention, stimulating consumers' desire to purchase and then realize the successfulpromotion of the product.Based on the translation memetics and the life cycle of memetics, this paperestablishes the memetic model for advertising slogan translation process and analyzes theprocess of translation in detail, offering the new perspective to research the domesticationand foreignization in translating advertising slogan. This article aims at discussing from twoaspects in the content and form in order to offer the overwhelming majority of consumers abetter translation of advertisement slogan. The way of analyzing advertising slogan will bepreferable for consumers to better understand such advertising slogan and provides a positiveReference for creating advertising slogan memes. What's more,it will make contributions torealizing the ideal situation of win-win in propagandizing the product and meeting thedemands of consumers to the product. In addition, it would be beneficial for the translator totranslate advertising slogan and transmit the corporate culture better to improve the corporateimage.

 

Literature Review

 

English Advertising Slogan

 

The slogan refers to simple and concise sentenc and the life cycle of memetics, this paper establishes the memetic model for advertising slogan translation process and analyzes theprocess of translation in detail, offering the new perspective to research the domesticationand foreignization in translating advertising slogan.

 

Proposed with the purpose ofachieving some mission, having a function in encouragement. It is because of numerousadvantages of slogan that will be quoted into the advertising gradually, becoming a kind ofspecial literary form, which calls advertising slogan(Cihai). In brief, it is a kind ofcommercial term which has been used repeatedly by the advertisement in a long period,expressing the main concept or theme of advertisement. Not every advertisement possesses aslogan, and generally some famous product and star enterprise own the one. Usually,successful advertising slogan seems to be immaterial wealth, containing great value.The main purpose of the advertising slogan is to maintain the continuity of anadvertisement, building a favorable impression on consumers. From the perspective of meme,successful advertising slogan translation should be accepted and remembered easily byChinese consumers and has a wide range of spreading,having strong vitality and reachingthe effect of self-propagation. Therefore, the theory of memetics offered a new perspective toadvertising slogan translation.

 

Memetics and Advertising

 

A great many researchers have made their efforts to apply the theory of memetics toadvertising due to the close relationship between meme and advertising. We will look backthe propositions of three researchers who devoted themselves to study advertising from theview of memetics, including Geoff Ayling (1998),Jay Conrad Levinson (1998), PaulMarsden (2003).Geoff Aylng published his book Rapid Response Advertising in 1998 and put forwardthe definition of meme in advertising: “In the context of advertising, a meme is an idea orconcept that has been refined, distilled,stripped down to its bare essentials and thensuper-simplified in such a way that anybody can grasp its meaning instantly andeffortlessly.Two features of advertising memes can be exposed in the terms of thedefinition, which are infectious and subconscious. These two features capacitate a meme tobe noticed by people without knowledge or permission.Jay Conrad Levinson,serving as a adherent of Geoff Ayling, put forward the concept ofmeme three years later. From one of his books Guerrilla Creativity Levinson (1998: 1),meme is defined as “a self-explanatory symbol, using words,action, sounds,or pictures thatcommunicate an entire idea". He emphasizes that meme can express the intricate informationin a simple method and make a profound impression on the customers so as to incite them tobuy something.Paul Marsden considered the meme as units of memory preserved as combinations. Hebelieves that the memetics can incite the desire of purchase.

 

Conclusion

 

Advertising slogan is a kind of commercial term which has been used repeatedly by theadvertisement in a long period, expressing the main concept or theme of advertisement. Itmaintains the publicity of an advertisement, building a favorable impression on consumers.This paper discusses and analyzes the process of translation in detail from theperspective of memetics. It would be beneficial for the translators to improve the quality oftranslating advertising slogan in practical application.In this paper, from the view of memetics, each advertising slogan is considered as ameme or memeplex. Every memeplex contains its unique culture behind it,so translatorsshould find the similar memes with the source language culture from the target language,producing a similar infection to the host and a similar effect to the readers. This paperanalyzes the life cycle of memes, which is transmission, decoding,infection and encodingand summarizes that translation activities are the process of replicating exotic memes andtransmitting them from the source culture to target culture.In addition, the translator should take the cultural factors into account. However, thereare two translation strategies that are domestication which focuses on the cultural factor ofthe target language and foreignization which stresses the cultural factor of the sourcelanguage. While domestication and foreignization are not contradictory and independent.The process of translation should be built on the culture of both source language and targetlanguage so as to integrate two languages ideally.

 

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