On E-C Translation Of Commercial Advertisements From The Memetic Perspective

As an important marketing tool, advertising is largely appreciated for its language characteristics of being vivid, concise, and it thus plays an important role in economical exchanges. With prosperous economic development, it has gradually become a crucial tool for economic exchanges between China and foreign countries. Studies on advertisement translation can mainly be found in translation theories and practice from the perspective of functional equivalence theory and applied translation theory.Memetics is a neo-Darwinian approach to evolutionary models of culture information transfer based on the concept of meme which is first proposed by Richard Dawkins in his book The Selfish Gene (1976). Being one of relatively new theories in pragmatics, Memetics plays a significant role in translation. It not only helps us understand evolution issues of culture, thoughts and language, but also provides a new perspective for the study of translation and the strategies adopted in translation.Meme is a basic unit of culture, and anything that can be reduplicated and transmitted can be called a meme. It is an important tool for language transmission. Since how to faithfully and successfully express the information in the original source is the first and foremost concern for translators, meme, to some extent, displaying regulations in language transmission, offers conductions in solving this problem to guide translators in the production of satisfactory.This thesis applies the memetic theory to the translation of commercial advertisements for the purpose of putting forth some basic requirements and translation strategies in advertisement translation, so as to prove its great role in translation.