Abstract: Commercial advertisement penetrates into every aspect in people’s daily life. With both commercial effect and cultural transmission effect, commercial advertisement draws extensive attention from translation scholars. Based on the characteristics of strong memes and the transmission modes of memes in relevant translation and Memetics theory, the present study combines the transmission of advertisement with the memes and investigates its application. Meanwhile, the present study explores the effect of cultural differences on commercial advertisement translation as memes, and analyzes it from three perspectives: national psychology, language customs and thinking modes. The present study puts Memetics into use in commercial advertisements translation and keeps its vitality on the basis of precision.
Key words: commercial advertisement; Memetics; translation; transmission; cultural difference
Contents
Abstract
中文摘要
1.Introduction .1
1.1. Motivation and Significance of the Study. 1
1.2. Data Collection and the Research Methodology1
1.3. Organization of the Paper.2
2.Literature Review .3
2.1. Overview of Commercial Advertisement Translation3
2.2. Previous Studies on Memetics Research4
3. Theoretical Framework.6
3.1. Terminology of Memetics.6
3.2. The Life Cycle of Memes8
4. Application of Memetics in Commercial Advertisement Translation.11
4.1. Application Based on the Life Cycle of Memes12
4.2. Application Based on the Characteristics of Strong Memes15
4.3. Application Based on the Cultural Factors as Memes17
4.3.1. National Psychology17
4.3.2. Language Customs18
4.3.3. Thinking Modes19
5. Conclusion.20
References.22
