Approaches To The Translation Of Advertisements From The Intertextual Perspective

Advertising is a fast growing industry in modern societies. Multinational companies promote their products to various countries by means of glamorous advertisements in different languages. When a product is marketed to another country, usually the original advertisement is translated with appropriate adaptation to cater to the needs of the new market. Intertextuality is an important characteristic of language use in communities. It is a concept firstly used by Julia Kristeva, and an increasing number of scholars have seized upon it to propagate a new ideal of literature and literary criticism. In addition, it has also aroused the interest of other scholars who are neither linguists nor semioticians in asking themselves whether the insights of intertextuality debate could be applied profitably to their own concerns. Translation theorists are among them. In this thesis, we intend to analyze the relation between intertextuality theory and advertising translation, so as to propose some approaches to the translation of advertisements from the intertextual perspective.This thesis consists of four chapters plus an"Introduction"and a"Conclusion".In the"Introduction", an overview is given to the major concerns of this thesis, i.e. intertextuality in general, advertising, advertising translation and intertextuality in advertising translation as well.Chapter One,"An Overview on Intertextuality", aims to explain what intertextuality is. This chapter is crucial to the understanding of the relationship between intertextuality and advertising translation. It is divided into six parts as follows:1. An introduction to intertextuality;2. A review examining the formulation and development of intertextuality;3. Four types of dichotomizing intertextuality;4. A framework for analyzing intertextuality;5. The recognition and transference of intertextuality; and6. Mediation.