互文性视域下的广告翻译_英语论文.doc

中文摘要：当前全球经济的高速发展，使得广告也进入了蓬勃发展的时期。跨国商品的推广效果尤为受广告翻译的影响。中西方不同的文化背景，语言方式，让广告翻译成为了一项复杂灵活又充满挑战的工作。基于广告翻译的复杂性，诸多学者对广告翻译这一课题进行了深入的研究，成果颇丰。然而，广告翻译中仍存在一些问题需要我们去解决。自朱莉亚·克里斯蒂娃提出互文性这一术语以来，它就被应用于诸多领域。而基于互文性理论的广告翻译研究是近几年才开始的，尚未形成系统完整的理论。本文尝试从互文性的宏观和微观两个层面对中英广告翻译进行探究。就宏观层面而言，广告具有体裁互文性和文化互文性、就微观层面而言，广告在语音、句法等方面互文。本文结合实例分析探讨了互文性视角下广告翻译的宏观策略和微观方法，使广告译文能够更好的发挥其功能。

关键词: 互文性；广告翻译；宏观策略；微观方法

TABLE OF CONTENTS

中文摘要

ABSTRACT

Chapter One Introduction-1

Chapter Two Introduction of Intertextuality Theory-3

2.1 Definition of intertextuality-3

2.2 Origin and development of intertextuality-3

2.3 Connections between intertextuality and translation-4

Chapter Three Intertextuality in Advertisement-6

3.1 Studies on commercial advertisements-6

3.2 Intertextuality at macro-level-7

3.2.1 Generic intertextuality-7

3.2.2 Cultural intertextuality-8

3.3 Intertextuality at micro-level-8

3.3.1 Phonetic intertextuality-9

3.3.2 Semantic intertextuality-10

3.3.3 Syntactic intertextuality-11

Chapter Four Advertising Translation from the Perspective of Intertextuality-13

4.1 Translation strategies for macro-intertextuality-13

4.1.1 Strategies on intertextual genres-13

4.1.2 Strategies on intertextual cultures-14

4.2 Translation methods for micro-intertextuality-14

4.2.1 Transliteration-14

4.2.2 Imitation-15

4.2.3 Creative translation-16

Chapter Five Conclusion-18

REFERENCES-19

ACKNOWLEDGEMENTS-20