模因论之于广告翻译过程的解释力

广告翻译不仅是不同语言系统之间的转换,而且是一种基于双语的复杂心理活动过程。广告翻译过程研究可以从社会生物学的一门新兴理论——模因论视角出发,以模因复制理论和模因生命周期理论为基石,采用过程分析法,可以具体阐释广告语言模因在翻译过程中的复制及传播。

On Explanatory Power of Memetics in Advertising Translation Process

The translating of advertisements is not only the act of converting one language into another,but also a complex bilingual psychological process.With the support of memetic replication theory and lifecycle theory,this paper sets out to deal with advertising translation process from the perspective of memetics,a newly emerged theory in sociobiology by means of process analysis.It attempts to depict how advertising memes replicate and transmit themselves in the process of translation.