模因论视角下《中国日报》中公益广告的英译研究_英语论文

Analysis of Chinese-English Translation of Public Service Advertisements in China Daily from the Perspective of Memetics

摘要

公益广告是为公众利益服务的非商业性广告，旨在向公众传播对其有益的社会观念，以促使其行为和态度上的改变.如今，公益广告已成为传播信息、增强社会责任感、提升国际形象、赢得国际尊重的重要手段和必不可少的工具。因此，公益广告的英译越来越重要。而作为中国与外界沟通的桥梁的中国日报，它更是扮演一个非常重要的作用。

本文主要从模因论角度分析了《中国日报》上公益广告的英译。分别从基因型模因和表现型模因两个方面来分析公益广告的英译，并讨论了公益广告英译的策略。模因论为公益广告语翻译提供了一个全新的视角，来自目标语的一些脍炙人口的成语，谚语和名师佳句等强势文化模因，由于其衍生能力强、传播范围广、存活时间长，在公益广告英译中可以直接借用或者进行一些改动，就能够让目标语读者很好的接受并作出行动。这不仅能有助于提高翻译能力，而且对跨文化交流有很好的借鉴意义。

关键词: 公益广告；模因论；翻译技巧

Abstract

Public service advertisement is a non-commercial advertisement for the public interest. Its aim is to spread the concept of society to the public, in order to change people’s behavior and attitude. Nowadays, public service advertisement has become the important means and essential tools of spreading information, enhancing social responsibility and the international image and win international respect. Therefore, the Chinese-English translation of public service advertising is becoming more and more important, and China Daily, as a bridge between China and the outside world, plays a very important role.

This thesis mainly analyzes the Chinese-English translation of public service advertisement in China Daily from the perspective of Memetics. The analysis is from two perspectives: genotype meme and phenotype meme, and the paper discusses the translation strategies applied in the public service advertisement. Memetics provides a new perspective for the translation of public service advertising. There are some popular idioms proverbs and famous quotes and other strong memes from the target language. Due to their strong derivative ability, a wide range of communication and long survival time, they can be appropriately used or modified in the PSA translation, making the target reader accept and take action. This is not only helpful to increase the translation ability, but also can have a good reference to intercultural communication.

Keywords:  public service advertisement  Memetics  translation strategies

Contents

Acknowledgements II

Abstract III

摘要 IV

Chapter One Introduction 1

1.1 Background of the Thesis 1

1.2 Significance of the Thesis 1

1.3 Organization of the Thesis 1

Chapter Two Literature Review 1

2.1 An Introduction to Public Service Advertisement 2

2.1.1 Definition of Public Service Advertisement 2

2.1.2 Functions of Public Service Advertisement 2

2.2 An Introduction to Memetics 3

2.2.1 Origin and Definition of Memes 3

2.2.2 Memes and Memeplex 4

2.2.3 Strong Memes and Weak Memes 4

2.3 Previous Studies on the Translation of Public Service Advertisement 5

Chapter Three Analysis on the Translation of Public Service Advertisement under the Guidance of Memetics 6

3.1 Genotype Meme and the Translation of Public Service Advertisement 6

3.2 Phenotype Meme and the Translation of Public Service Advertisement 6

3.3Translation Strategies Applied in the Public Service Advertisement Translation in China Daily 7

3.3.1 Parody 8

3.3.2 Imitation 8

3.3.3 Adaptation 9

Chapter Four Conclusion 11

4.1 Major Findings of the Thesis 11

4.2 Limitations of the Thesis 11

References 12