模因论视角下的广告翻译策略研究

A Study of Advertising Translation Strategy under the Perspective of Memes

摘要

由于全球化进程的加快以及现代科技的迅猛发展，广告的传播和推广早已跨越了国界。在此过程中，广告翻译也演变成了一种集文化与商业活动于一身的司空见惯的社会活动。本文讨论安德鲁·切斯特曼提出的模因翻译策略及强势模因理论翻译策略在广告翻译中的应用。运用大量广告案例来分析切斯特曼的模因翻译策略运用于广告翻译的可行性，研究并分析这些理论策略对广告翻译产生的影响。模因论为广告翻译从不同的角度提出了不同的翻译策略、翻译方法，希望本文能够启发译员从新的角度看待翻译，尤其是广告翻译。

关键词：模因翻译策略；广告翻译；强势模因；基因型模因；表现型模因

Abstract

With the acceleration of the globalization process and the rapid development of modern science and technology, the propagation and promotion of advertisement have already crossed the border. In this Ѱroauss, the translation of advertising is essential. On the basis of the memetic translation strategy proposed by Andrew Chesterman and the theory of strong memes, this paper attempts to discuss the application of these theories to the advertising translation. A lot of English-Chinese bilingual advertisements are used as examples to explore the feasibility of applying these theories to advertising translation, and to analyze the impact of these theoretical strategies on the advertising translation. The meme theory provides different translation strategies and translation methods from different perspectives for the advertising translation. It is hoped that this paper will inspire the translator to treat the translation, especially the advertising translation, from a new perspective.

Key words: memetic translation strategy; advertising translation; strong memes;genotype meme; phenotype meme