Analyzing Intertextual Translation Strategies For The Publicity Of Chinese Business Culture

In today’s globalization process,various fields of the world interact with each other.In order to adapt to this new situation and improve its national image and international influence,at the beginning of the 21 st century,China formally put forward the national strategy of ―Go globally‖.This cultural ―Go globally‖ strategy takes Chinese culture as its carrier,under the guidance of which China exchanges and cooperates with the world through the external communication of culture.With the continuous growth of Sino-foreign trades,Chinese culture has gone abroad in many ways.At the same time,Chinese enterprises with global influence act as the spokesmen of the national image,and their advertisements become the manifestations of the national business culture,the promoters of commodities,and the media for spreading culture.The process of promoting business culture to go globally is an intertextual activity in itself.Intertextuality is concerned with the associations between texts.Compared with other texts,the intertextual features of corporate advertising texts are more evident and typical.In view of this,the present study,based on Lasswell’s 5w communication theory(2015),the cultural factors,and the intertextual strategies,constructs an analytical framework for exploring intertextual strategies in advertising translation,and then applies this framework to the analysis of the advertising translation of the Chinese Fortune Global 500 from four dimensions: text,genre,professional practice,and professional culture.First of all,the thesis analyzes and summarizes the intertextual forms manifested in the source texts of the advertising(What).Then,the thesis explains why intertextual translation strategies can promote the publicity of Chinese business culture by explaining the role of cultural factors and intertextual strategies in the translation process(Why).Finally,through the translation practice,this thesis specifically illustrates how to promote Chinese business culture to go globally by applying intertextual translation strategies(How).It is found that intertextuality is prevalent in advertising texts,which is an important feature of advertising texts and a typical discourse strategy.Meanwhile,most intertextual strategies applied in the translation of advertising texts are blended interdiscursive strategies,embedded interdiscursive strategies,switched interdiscursive strategies,chained interdiscursive strategies,and multimodal intertextual strategies.Finally,in the process of translation,translators should adhere to the principles of loyalty and integrity,including the interpretation of language culture and the understanding of corporate culture.It is the synergistic effect of cultural elements and intertextual translation strategies that finally contributes to the pragmatic success of corporate advertising discourse communication,and thereby imperceptibly spreads the Chinese business culture to the target audiences.This thesis is devoted to serving the national strategic needs through academic research,with an aim to provide a new perspective for the study of the publicity of Chinese culture.