-
Abstract：In late 1960s, French literary critics Julia Kristeva put forward the concept of intertextuality. She argues that, the text is not an inpidual, isolated object but a compilation of cultural textuality. She believes that the inpidual text and the cultural text are made from the same textual material and cannot be separated from each other. The communication between author and reader is always paired with an intertextual relation between words and their prior existence in past texts. Intertextuality can be seen in texts using a variety of rhetorical devices including allusion, quotation, parody and so on . It has attracted many scholars to study on it . It also provides a new perspective for the translation of the commercial advertisements. Advertising texts contain abundant cultural connotation. Generally speaking, advertising texts can shape an intertextual relationship with other texts. The present thesis will make a brief introduction on intertextuality, explain some features of advertising translation, elaborate on some strategies and methods of advertising translation from the approaches of intertextuality and conclude something we should pay attention to in order to make a better translation of commercial advertisements.
- 上一篇：《疯狂动物城》从接受理论角度研究动画电影字幕翻译
- 下一篇：论戏剧翻译的可表演性原则以《茶馆》两英译本为例
Key words: intertextuality; advertising translation; intertexuality performance in advertising translation; consuming psychology needs
互文性视角下的商务广告翻译研究
摘要：20世纪60 年代末，法国后文学批评家朱莉娅•克里斯蒂娃(Julia Kristeva)提出了互文性的概念，她认为，文本不是一个个体孤立象，而是文化文本之间的编译，个体文本和文化文本都是由相同的文本材料创造的，彼此之间不能分离。作者和读者之间的沟通总是离不开词语与已存在文本之间的互文关系。互文性在文本中的体现是用典，引用，仿拟等修辞手法的应用。它吸引了很多学者从事有关方面的研究。它同时为商务广告的翻译也提供了一个新视角。广告文本具有丰富的文化内涵。广告文本经常与其他文本形成一种互文性关系。25185
这篇论文将对互文性做一个简单介绍，解释商务广告翻译的一些特点，详细介绍互文性视角下商务广告翻译的一些策略和方法，总结为了更好的进行广告翻译应注意的一些问题。
关键词：互文性;广告翻译;商务广告翻译中的互文性体现;消费心理需求
Contents
ABSTRACT
KEY WORDS
摘要
关键词
INTRUDUCTION .
1. LITERATURE REVIEW
1.1 A general review of researches on intertextuality .
1.1.1 Origin of intertextuality
1.1.2 The establishment of intertextuality 1.1.3 The development of intertextuality .
1.2 Intertextuality and translation .
1.2.1 relevant overseas study .
1.2.2 relevant domestic studies .
2. INTERTEXTUALITY AND ADVERTISING TRANSLATION
2.1 A brief introduction of advertisement
2.2 Definition and classification of advertisement .
2.3 Characteristics of advertising texts .
2.4 Characteristics of advertising translation .
2.4.1 From the level of cultural differences .
2.4.2 From the level of consumers’ psychology
3. THREE TYPES OF INTERTEXTUAL RELATIONS IN ADVERTISING TEXTS .
3.1 Quotation-based translation
3.2 Parody-based translation.