从模因论角度下谈广告语的仿译(9)
Example 8. Good Fortune Never Comes Single in Hotel Landmark Canton. (ad of a hotel)
福运双至喜迎五湖四海宾客，阖家欢乐广交九州华夏朋友。
Chinese culture is always fond of jubilation. During festivals, Chinese people are used to posting couplets to ward off evil curse. Literal translation is unable to remove the image to the target language, so as to totally lose the aesthetic implication in the original one. Therefore, the translator parodied Chinese couplet memes, using antithesis, in order to comply with the Chinese consumer’s habits who both like literary aesthetic and traditional customs.
Example 9．To B. A. or not to B. A, which is no question. (ad of British Airlines)
英国航空公司航班，您是选乘呢，还是选乘呢？(Translated by the author herself)
Original ad parodied Shakespeare's famous saying “To Be or Not to Be, that is a question”. If literally translate the original ad into: “选乘英国航空公司的飞机还是不选乘? 这不是什么问题”, which neither passes the original cultural information, nor conforms to the habits of the target language. The author tried to translate it by parodying a famous quotation of Guo Degang, who is an actor of song-and-dance duet which is popular in the Northeast. The sentence is “您是愿意听呢，愿意听呢，还是愿意听呢？”(means that "Are you willing to listen to it, willing to listen to it, or willing to listen to it?" ). Corresponding to two choices included in the original ad, the author made minor modifications and deleted one sub-clause to balance the structure. The popular structure constitutes a strong meme structure, which firstly reflected the original meaning; secondly showed humor, friendliness and self-confidence in lines by transforming the thinking mode, and then made the translation more likely to get recognition and acceptance from Chinese audience .
Judging from the above examples, the slogan translation is largely influenced by the similar context in the respective languages. The performance is demonstrated by directly applying the form of language structure, or similarly copies the possible memes in target language. Its result can meet needs of the communication theory of translation field, so called a great translation strategy. In next part, it is necessary to talk about some tips towards parody translation as follow.
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