语言模因论观照下广告语的英汉翻译研究

On the English and Chinese Translation of Advertising Language from the Perspective of Linguistic Memetics

广告语模因在跨语际传播中需依附目标语强势模因来实现较好的推销效应,其传播形式包括等值复制、近似复制及变异复制。译者可采用以仿铸简约、以仿创新颖及以仿促理解三种英汉翻译策略来实现广告语模因的跨语际传播。目标语能同化或顺应源广告语模因,并常使它们产生文化亏损,因此广告语模因翻译往往是受语用关联约束的非对等翻译。

During the inter-lingual transmission,advertising linguistic memes need to attach themselves to contagious memes of target language to realize better promoting effect,the forms of their transmission include equivalence duplicating,conformity duplicating and variation duplicating.Translators could adopt three kinds of English and Chinese translating strategies,which include constructing simple translating language by parody,creating new translating expression by parody and prompting the comprehension of translation by parody,to realize the interlingual transmission of advertising linguistic memes.Target language could assimilate or comply with the source advertising linguistic memes,and it could also cause cultural loss in the memes.Therefore,the translation of advertising linguistic memes is usually unequivalent translation with the restriction of pragmatic relevance.