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1、模因论视角下对商业广告翻译的研究----商务英语论文-->ChapterOneIntroduction1.1ResearchBackgroundTheoreconnectedandintegratedthaneverbotheconomicallyandculturallyintheostimportantpromotionaltools,playsavitalroleinthepublicityofproductsandservicesforpanies.Andresearchesonadverti
2、singinChinaandabroadhavebeentakingonformercialandacademicpurposes.Despitethegapsbetvariousperspectives,amongostattention.Admittedly,equivalencetheoryindeedprovidesaninsightfulandeffectivemethodforadvertisingtranslationstudy,especiallyNida’sequivalenceth
3、eoryostnaturalandclosestresponsefromthetargetreaders.Hointhat“theformalequivalencemayexistintheory,icequivalencemorenaturallyhastodoprimarilyan,1997,9).Namely,equivalenceismorepreoccupiedanticandtextualsameness.Therefore,equivalenceisvirtuallyunattainab
4、leintherealpracticeofadvertisingtranslation,andhencenotausefulconceptintranslationtheory.Thetranslationofanadvertisementisadifferentcase,ategoalistocapturetheaudience’sattention,forgeintotheirmindsandarousetheirinterestinaminimumspanoftime.Atranslatedad
5、vertisementostfaithfulmeaningandelegantstances,theauthortriestobringthestudyofadvertisementtranslationintoaneerged,interdisciplinarytheory---memetics.........................1.2ResearchRationaleThroughathoroughreflectiononthepreviousstudy,theauthorfinds
6、thatfeenttranslationhavebeendonefromtheperspectiveofmemetics.Theauthortriestodohisbittocontributetothestudyofthefieldofadvertisementtranslationundertheguidanceofmemetictheory.Memeesfromsociobiology,asmeme.Humanbeingspassdogenerationtogenerationbythehere
7、dityofgenes;genesareselfishanddesperatetoenterandsurviveinthethephysicalbodyoftheposterity,determiningthebiologicallayoutofoureme“enaekindsofDaran,1997).Takinganeission,memeticshasinstantlybeeoneofthemosteye-catchingtheori-->esthoughitisstillinitsinfanc
8、y.Advertisementisaspeciallyevocativelanguageakeadeepimpressiononthetargetaudiences.Itisespeciallytrueentistranslatedintoanotherlanguageinabrandneenttranslationisnaturallylinkedtothememereplicationandtransmission.Peoplenobardedati
