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ID:33597211
大小:82.00 KB
页数:12页
时间:2019-02-27
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1、兰州交通大学硕士研究生学位论文开题报告学号:0210652姓名:黄蓉专业:外国语言学及应用语言学导师姓名及职称:郭磊副教授论文题目:AStudyonAdvertisingTranslationfromthePerspectiveofMemetic_______1.Introduction1.1BackgroundandSignificanceofthePresentStudyAsmoreandmorecompaniesdotheirbusinessabroadandwiththeentryintoWTOandthehugeinfluenceofthe2008-Olimpic-Games,w
2、eareexportingandimportingdifferentkindsofproductsallovertheworldmoreandmorefrequently.Therefore,thetranslationofChineseandEnglishadvertisementwillplayanincreasinglycrucialroleinintroductionandpromotionkindsofcommodities.Thechoiceofcombingadvertisingtranslationwithmemeticsisoutoftheconsiderationtha
3、tthecontagiousnatureofmemeshasthepotentialtoharnessthepropagationofthetransferredmessageinadvertisingtranslation.Undersuchabackground,manyresearchersandtranslatorsdomesticandabroadarebeginningtostudyhowtotranslateadvertisementeffectively.Andmanyadvertisingtranslationtheorieshavebeenputforwardandpr
4、acticedbythem.Thosetheoriesaremainlyequivalencetheory,Skopostheoryandadaptiontheory,etc.Amemeisaunitofculturalimitation,aself-propagatingideamuchlikeacomputervirus.Itisinventedtosuggestastronganalogywithgenes.Theeffectivenatureofmemesprovidesmemeswithsuchanaturalrelationshipwithadvertisementthatit
5、drivesmanymarketerstoconducttheiradvertisingresearchordesignadvertisementfromamemeticperspective.MemeticsisanewlydevelopedtheoryaimingtoreplicatethedevelopmentoflanguageandculturefromtheperspectiveofDarwinism,whichlaysmuchemphasisontheuniversalconnectionsbetweendifferentthingsandtheinheritanceofcu
6、lturalelementsinthedevelopmentoflanguages.Memeticsrevealsthelawoflanguagedevelopment.Advertisementanditstranslationhavecloseconnectionwithmemes.Asuccessfuladvertisementcanattractcustomers’attention,sothataproductcanfirmlystayinconsumers’memory.Effectivememesshouldbethosewhichcancauseahighdegreeofr
7、ealandlong-termpreservationofmemory.Thus,itisfeasibletoapplymemeticstoinstructadvertisingtranslation.Memeticshaspracticalsignificancetothepracticeofadvertisingtranslation.Unfortunately,theresearchthathasdoneonthe
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