品牌名称翻译策略对翻译教学的启示——基于模因论视角

The Inspirations of Brand Name Translation Tactics on Translation Teaching:Based on Memetics

品牌名称的翻译过程是异域文化的模因通过语言向本土消费者传播的过程。从模因论的角度出发,品牌名称的翻译活动可视为通过语言进行模因复制和传播的过程。模因论为语言演变引入了信息复制的观点,也为翻译教学提供了一种新的研究思路,在英语翻译教学中可以借助模因复制和传播的方式,有效地引导学生进行模仿和套用,进而提高其语言的实际运用能力。

The translation process of brand names can be regarded as a process in which memes of foreign cultures are spread to native consumers via language.From the viewpoint of memetics,translation activities of brand names can be viewed as a process in which memes are being duplicated and spread.Memetics offers a new concept of information duplication for language change,and a new way of thinking for translation teaching.It inspires us to stimulate students to imitate by memes duplication and transmission,so as to improve the practical language ability.