广告翻译 开题报告.doc

PAGE 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：A Study on Advertising Translation from the Perspective of Memetic_______ 1. Introduction 1.1 Background and Significance of the Present Study As more and more companies do their business abroad and with the entry into WTO and the huge influence of the 2008-Olimpic-Games, we are exporting and importing different kinds of products all over the world more and more frequently. Therefore, the translation of Chinese and English advertisement will play an increasingly crucial role in introduction and promotion kinds of commodities. The choice of combing advertising translation with memetics is out of the consideration that the contagious nature of memes has the potential to harness the propagation of the transferred message in advertising translation. Under such a background, many researchers and translators domestic and abroad are beginning to study how to translate advertisement effectively. And many advertising translation theories have been put forward and practiced by them. Those theories are mainly equivalence theory, Skopos theory and adaption theory, etc. A meme is a unit of cultural imitation, a self-propagating idea much like a computer virus. It is invented to suggest a strong analogy with genes. The effective nature of memes provides memes with such a natural relationship with advertisement that it drives many marketers to conduct their advertising research or design advertisement from a memetic perspective. Memetics is a newly developed theory aiming to replicate the development of language and culture from the perspective of Darwinism, which lays much emphasis on the universal connections between different things and the inheritance of cultural elements in the development of languages. Memetics reveals the law of language development. Advertisement and its translation have close connection with memes. A successful advertisement can attract customers’ attention, so that a produ