On Translation of Chinese Culture-loaded Terms in Publicity from the Perspective of Linguistic Memetics -Illustrated by the Case of New Year Address Delivered by President Xi Jinping in 2019

DOI: 10.5176/2251-3566_L319.395

Authors: Mr. Ziyang ZHANG

Abstract: In cross-lingual transmission, the culture-loaded terms needed to be translated appropriately with the assistance with suitable translation strategies, in order that the memes of culture-loaded terms can be transmitted, perceived and adopted by the receivers sharing different linguistic background. Meanwhile culture-loaded terms play a very essential role in publicity, so the importance of translation of culture-loaded terms in publicity should be attached greatly. Taking the New Year Address Delivered by President Xi Jinping in 2019 as example, this paper analyzes how memetics is applied into C-E translation of culture-loaded terms from the six strategies: literal translation, transposition, abstraction change, paraphrase, culture filtering and interpersonal change. By analyzing this address with the assistance of these translation strategies and memetics, the C-E translation of culture-loaded terms in publicitywillbediscussed.

Keywords: memes,culture-loadedterms,publicitytranslation