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作为当代西方后现代主义文化研究的一大热门话题,互文性理论强调特定文本与其他相关文本之间的相互影响、相互影响、相互关系,是理解一切文本的前提。该理论多被运用在文学研究的领域,本文将这一概念应用到广告翻译中。通过探讨互文性的内涵,分析中英广告语中的互文性现象,并从源语文化及目的语文化互文因素阐述了互文性在广告翻译中的应用及其应用价值,并指出互文性概念的引进为广告翻译提供了新思路。
As a hot topic in the study of contemporary Western postmodernism culture, intertextuality theory emphasizes the mutual influence, interaction and interrelationship between specific texts and other related texts, which is the prerequisite for understanding all the texts. This theory has been mostly used in the field of literature research, this article will apply this concept to advertising translation. By discussing the connotation of intertextuality and analyzing the intertextuality in the advertising language between China and Britain, this paper expounds the application of intertextuality in advertising translation and its application value from the source language culture and the intertextuality of the target language. The introduction of the concept of intertextuality provides a new idea for advertising translation.