Domestication And Foreignization Of Chinese Translation Of Advertising Slogan From The Perspective Of Memetics

The advertising slogan, serving as the specific sentence for the sake of propagandizing the product and corporate image, is used repeatedly in a period of time in the long run of considering profit on sales. A piece of simple and concise slogan will definitely attract people’s concentration that will disappear fleetingly, establishing a good image of certain enterprise or brand firmly in consumers’mind.Memetics is a new theory about the cultural evolution based on Darwin’s Evolution Theory. Based on the theory of life cycle of memes and translation memetics, this paper builds up a memetic model for the process of advertising slogan translation. The memetic model for the process of translating advertising slogan offers a new perspective to research domestication and foreignization of advertising slogans and highlights the cultural factors which influence the selection of these two translation strategies.This paper analyzes the phenomenon of advertising slogan meme and researches domestication and foreignization from the perspective of memetics.I hope that it would be beneficial for the translators to select an appropriate translation strategy by considering the characteristics in the process of transmitting memes with the ultimate purpose of improving the quality of translation.