广告翻译中的强势模因传播

摘要

模因论为解释社会文化现象提供全新视角，可以用来指导广告翻译过程中强势广告模因的传播策略。广告翻译时，译者应深入分析译语接受者的认知环境、情感需求等因素，灵活采用重复、类推和创新三种策略，打造强势广告模因。企业需要将成功的广告纳入企业语言资源管理的体系，从而有效利用强势广告模因资源。%Memetics offers a new perspective to analyze social phenomenon and cultural evolution. It provides guide for the communication strategies of strong memes of advertisements. While translating, translators should take the cognitive environment and sentiments of the target audiences into consideration. Meanwhile, they can use three strategies to produce strong memes, namely, repetition, analogy and innovation. In order to make full use of strong meme resources, enterprises need to take advertisements into account when building up enterprise language resource system.