| As an emerging theory,memetics proposes a new pattern for the replication and transmission of cultural genes and therefore provides a new method for studying translation of enterprise publicity materials.From the perspective of memetics,C-E translation of enterprise publicity materials can be regarded as publicity memes transmitting inter-culturally with language as the vehicle.From the perspective of memetics,this thesis studies the specific process of C-E translation of enterprise publicity texts and discusses corresponding translation strategies.Based on the theory of meme life cycle,the author establishes a model for the C-E translation of enterprise publicity materials and probes into the detailed translation process.The author divides the translation of enterprise publicity into five phases: hereditary phase,decoding and infection phase,encoding phase and new hereditary phase.Meanwhile,since there exist significant differences between the Chinese and English publicity texts and they are important factors that affect the decoding and encoding phases,the author makes a contrastive analysis of Chinese and English enterprise publicity texts and illustrates the differences in linguistic features,textual organizations and cultural values.On this basis,four criteria for selecting strong English publicity memes are chosen: simplicity,distinctiveness,formality and coherence.In encoding process,the translator applies these criteria to identify whether there are weak source publicity memes that should be modified or eliminated in the target text.Induced by selection criteria,translation strategies from syntactic,semantic and pragmatic level are adopted in order to improve the translation quality and produce a target text which can be easily understood and accepted by target readers. |
