Contents

Acknowledgments

Abstract

摘要

Chapter One Introduction-1

1.1 Background of the Thesis-1

1.2 Significance of the Thesis-1

1.3 Organization of the Thesis-1

Chapter Two Literature Review-1

2.1 An Introduction to Public Service Advertisement-2

2.1.1 Definition of Public Service Advertisement-2

2.1.2 Functions of Public Service Advertisement-2

2.2 An Introduction to Memetics-3

2.2.1 Origin and Definition of Memes-3

2.2.2 Memes and Memeplex-4

2.2.3 Strong Memes and Weak Memes-4

2.3 Previous Studies on the Translation of Public Service Advertisement-5

Chapter Three Analysis on the Translation of Public Service Advertisement under the Guidance of Memetics-6

3.1 Genotype Meme and the Translation of Public Service Advertisement-6

3.2 Phenotype Meme and the Translation of Public Service Advertisement-6

3.3Translation Strategies Applied in the Public Service Advertisement Translation in China Daily-7

3.3.1 Parody-8

3.3.2 Imitation-8

3.3.3 Adaptation-9

Chapter Four Conclusion-11

4.1 Major Findings of the Thesis-11

4.2 Limitations of the Thesis-11

References-12

Abstract

Public service advertisement is a non-commercial advertisement for the public interest. Its aim is to spread the concept of society to the public, in order to change people’s behavior and attitude. Nowadays, public service advertisement has become the important means and essential tools of spreading information, enhancing social responsibility and the international image and win international respect. Therefore, the Chinese-English translation of public service advertising is becoming more and more important, and China Daily, as a bridge between China and the outside world, plays a very important role.

    This thesis mainly analyzes the Chinese-English translation of public service advertisement in China Daily from the perspective of Memetics. The analysis is from two perspectives: genotype meme and phenotype meme, and the paper discusses the translation strategies applied in the public service advertisement. Memetics provides a new perspective for the translation of public service advertising. There are some popular idioms proverbs and famous quotes and other strong memes from the target language. Due to their strong derivative ability, a wide range of communication and long survival time, they can be appropriately used or modified in the PSA translation, making the target reader accept and take action. This is not only helpful to increase the translation ability, but also can have a good reference to intercultural communication.

Keywords:  public service advertisement  Memetics  translation strategies