摘要
广告具有"寄生语篇"的特性,其互文手法多种多样,其中仿拟、引用、用典和拼帖应用广泛,效果显著。互文性理论对广告翻译具有十分重要的指导作用,广告翻译中恰当运用互文手法能提升广告的美学价值,增添广告的联想意义,形成广告的情感晕轮,从而有效实现广告的预期功能。
Advertisements are characteristic of parasitic discourse and intertexts of advertisements are of various categories. Parody, quotation, allusion and collage are widely used and most effective in advertising. The intertextuality theory serves as a guiding principle for advertising translation. Properly used in translation, intertexts can add aesthetic values and impart associative meanings and affective halos to advertisements, thus helping them fulfill the expected functions.
出处
《湖南第一师范学院学报》
2011年第2期104-109,118,共7页
Journal of Hunan First Normal University
关键词
互文性
互文手法
广告翻译
intertextuality
categories ofintertexts
advertising translation
