互文性与商务广告翻译

Intertextuality and Translation of Commercial Advertisements

一个不可否认的事实是,商务广告已经在日常生活中变得不可或缺。近年来,对商务广告翻译的研究也呈现出蓬勃发展之势。然而,在众多的研究领域中,商务广告翻译的互文性研究或互文性的商务广告翻译研究依然是一个十分薄弱的环节。本文以互文性理论为切入点对商务广告翻译进行研究,认为译者应在尊重原广告的基础上,将原广告中的互文指涉充分体现在译文中,同时运用互文性理论增强译文广告的宣传效果。

It is generally accepted that commercial advertisements have become indispensable in everyday life. What＇ s more, there is a continuous increase in recent years in the number of researches on translation of commercial advertisements. Howev- er, among various researches, there is a relative lack of studies from the perspective of intertextuality. The current study aims to approach the translation of commercial advertisements based on the theory of intertextuality. It proposes to sufficiently high- light and reflect intertextual reference of the original advertisements in translation and to apply the theory of intertextuality in translated advertisements to enhance the effect of translation, on top of strictly keeping the translation faithful to the original.