摘要
自互文性提出以来,其不断在文学、语言学尤其是翻译研究中得到广泛应用。商业广告的创作和翻译过程需要不断开发新的研究途径,充分实现其特殊的商业功能和人际交往功能。探讨互文性在广告创作和广告翻译中的运作机制和应用价值,提出互文性对广告创意与翻译方面的重要启示。运用了互文性的翻译广告应充分考虑译语读者的欣赏能力和文化心理,这样既传达产品的信息,又达到文化交流与传播的目的。
Intertextuality has been used continuously in the literature, linguistics, in particular widely in the study of translation. The creation of commercial advertising and process of translation need to constantly develop new ways , in order to realize their particular business and interpersonal function. The operating mechanism and application of the value in advertising translation and creation are explored. The importfmt lesson for the advertising translation and creation is pointed out. In the end, it is pointed out that advertising translation of intertextuality should take fuU account of the target language readers＇ appreciation and cultural psychology, thus not only conveying the products information, but also maintaining the cultural exchange and communication.
出处
《重庆交通大学学报（社会科学版）》
2009年第3期122-124,128,共4页
Journal of Chongqing Jiaotong University:Social Sciences Edition
关键词
互文性
广告
广告翻译
文化
启示
intertextuality
advertisement
advertising translation
culture
implication
