广告翻译 开题报告92813320

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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