2.1.1 Definition of Advertisement
With regard to the definition of advertisement, it seems merely about creating amessage and sending it to someone, hoping they will react in a certain way. Thedefinition from Oxford Advanced Dictionary is to tell the public about a product or aservice in order to encourage people to buy or to use it. Much as it seems to be thecase, the definition of advertisement actually is much more complicated. The word“advertisement” we refers to, is usually business advertisements, employing variousmedia such as television, radios, newspaper, posters or window displays etc, to widelyand extensively publicize a product or a service. When observed from a widerperspective, advertisements not only identify with economic sector, but also involvesocial activities, daily life and ideology and many other aspects. This study focuses only on the translation of business advertisements.
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2.2 Linguistic Features of Advertisement
The promotional magic of an advertisement stems from a combination of factors:advertising language, image and sound etc, among which advertising language is themost powerful. As put by advertising master David Augwei: “Advertising is the life ofthe words”(Ligang, Libing, 2012, 35). It is estimated that 50-75 percent of theeffectiveness of an advertisement relies on advertising language. Bearing inestimableimportance, both Chinese and English advertising language should be carefully poredover prior to the translation practice. Both Chinese and English advertising language,with the purpose of stimulating and provoking customers, bears special features suchas concise, creative, distinctive and cultural conformity. This part deals with thesimilarities and differences of Chinese and English Advertising language features.
2.2.1 Similarities of Chinese and English Advertisement Languages
Advertisements in Chinese and English are the quintessence of language andadvertisers deliberate every word, in the hopes that the words exploited can influencethe target consumers both linguistically and culturally. As mentioned before, Chineseand English advertising languages bear many similarities. Based on these similarities,advertisement translation is possible to obtain. Next, the similarities of Chinese andEnglish languages are to be illustrated respectively from lexical, syntactic andrhetorical perspectives.
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CHAPTER THREE THEORETICAL FRAMEWORK....................20
3.1 An Overview of Memetics................ 20
3.1.1 Definition of Meme...............…20
3.1.2 Types of Meme....................…21
CHAPTER FOUR FROM THEORY TO PRACTICE: ADVERTISEMENTTRANSLATION PRACTICE.... 39
4.1 Concurrent Processes of Advertisement Translation and Meme Transmission......... 39
4.2 Different Modes of Advertising Memes Transmission ...................41
CHAPTER FIVE CONCLUSION...................59
5.1 Major Findings.............. 59
5.2 Limitations ..............60
Chapter FourAdvertisement Translation Practice
4.1 Concurrent Processes of Advertisement Translation and MemeTransmission
With respect to advertising translation, memes are also likened to parasites, whichhave to experience four phases to to complet
