从语用顺应论看广告翻译的互文性

The Intertexuality Analysis of the Advertisement Translation from the View of the Theory of Adaption

广告翻译作为实用的文体,在译入的时候除了要对于译入语的受众要做到语用顺应外,还应该从互文性的角度做进一步的深入分析,二者的结合将为广告翻译的研究提供一个新的视角。文章探讨互文性和顺应论的关系,指出顺应论的基础就是广告的互文性形成的过程,并从顺应论的角度分析了广告语篇中的互文现象,以加深对广告语篇中顺应的认知。

As a practical style,the translation of advertisement should not only take the adaption of the readers of target langue into consideration,but also to analyze it from the aspect of intertexuality.The association of the two theories will provide a new vision of advertisement translation.The essay mainly discussed the relationship between intertexuality and the adaption theory,and pointed out the foundation of the adaption theory is the forming process of the advertisement intertextuality,and analyzed the phenomena of intertexuality from the aspect of adaption,to deepen the recognition of adaption in advertisement text.