資源描述：
《模因論視角下對商業(yè)廣告翻譯的研究》由會員上傳分享，免費在線閱讀，更多相關內容在應用文檔-天天文庫。
1、模因論視角下對商業(yè)廣告翻譯的研究----商務英語論文-->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
