模因论观照下的企业网站翻译质量评估原则探讨

模因论认为模因的生命周期可划分为同化、记忆、表达、传输四个阶段，并且成功的模因具有保真度、多产性和长久性三个特点。对于企业网站翻译来说，其实质就是把原语网站模因转换为译语网站模因，并把它们顺利传达给国外客户的过程。这一过程中所涉及的网站模因有显性模因和隐性模因之分，从企业网站功能的角度出发，显性模因的翻译质量评估应该遵循准确、简洁、灵活的原则，隐性模因则要力求规范、重点突出、美观。

A Memetic Approach to the Principles for the Evaluation of Company Webpage Translation

Meme transmission theory divides the life circle ofmeme into four phases, namely assimilation, retention, expression and transmission, and it also holds that a successful meme must be with copying fidelity, fecundity and longevity. Company webpage translation is actually the conversion from the source language website meme to the target language website meme, and the memes concerned can be categorized into explicit memes and implicit memes. The most important function of company webpage translation is to transmit the desired memes to foreign customers and avoid any undesired ones. In a specific way, when we evaluate company webpage translation, the criteria for the explicit memes are accuracy, conciseness and flexibility, and the criteria for the explicit memes are standardization, foregrounding and attraction.