从模因论角度下谈广告语的仿译
First, my deepest gratitude goes first and foremost to Ms. Yue Hongxing, my supervisor, for her constant guidance and encouragement in the process of my writing. She offered me considerable constructive advice, inspiring suggestions, and incisive criticism. I do appreciate that she has devoted much of her time to reading my draft and making suggestions for further revisions. Without her support and help, the completion of the present thesis is impossible.
Next, I am greatly indebted to Prof. Yuan, my translation course teacher. It is she who guided me to the world of translation. And her profound knowledge of English inspired me to make efforts in English translation. I am also very grateful to all other teachers of the School of Foreign Languages who gave me direct or indirect help during my study in the college.
Third, I owe my sincere gratitude to my friends and my fellow classmates, who have given me many instructive suggestions and ideas throughout my writing.
Fourth, I also want to express my millions of gratitude to my twin sister and my boy friend, who really cared about my health and my mentality while I was writing this thesis.
Last, my big thanks would go to my beloved parents, who have been raising, encouraging and supporting me in the last twenty years. And though my father passed away from me two years ago, his great expectation to me has always been the most driving force to make me stick to the end.
AbstractIn the context of globalization, the international business becomes more and more frequent and important, therefore, a great number of advertisements have sweepingly penetrated people’s daily life. Due to this trend, advertising translation (AT) is doomed to play an increasingly significant role in pressing ahead the prosperity of the business markets all over the world. Parody, one of the strategies of translation methods, is heatedly discussed and researched in perse academic fields now, because parody makes the translation version filled with wisdom, humor, and vividness, which deeply impress people and finally lead to the desire of the consumption. Adopting Memetics as its framework, the present paper will provide theoretical guide for the application of parody in AT, with the help of which the translation of the advertisements can better imitate the original information and improve its effectiveness. What’s more, four tips towards parody are suggested in the end.
Key Words: parody, advertising translation, memetics
摘要
在经济全球化的影响下，国际贸易越来越频繁，商业广告无处不在，因此广告语的翻译也在推动经济增长中扮演了重要的角色。近几年来,仿译在日常生活中的运用日益频繁,广告宣传的仿译现象显得尤为突出和具有代表性。由于广告语的仿译具有易读易懂、新颖别致、幽默诙谐等语用效果，受到了广大广告策划者们的青睐,被大量运用于广告宣传语中。仿译如能在广告翻译中运用得切题切境、恰如其分，就能投消费者所好，充分激发其购买欲，最终达成销售目标。而本论文采用了模因论，它不仅为语言发展引入了信息复制传播观，而且为广告语的仿译提供了理论支持,使得广告语的翻译更好得还原了源广告的信息，同时也增强了源广告的效用。在本文最后，作者就仿拟翻译提出了四点建议。5258
关键词： 仿译， 广告翻译，模因论
CONTENTS
Acknowledgments i
Abstract ii
摘要 iii
1 Introduction 1
2 Literature review 2
2.1 Researches of AT in Foreign Countries 2
2.2 Researches of AT in Domestic Nation 2
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