Translation Of E-C Postmodern Advertisement From The Perspectives Of Skopos And Intertextuality

The paper gives an overview of the agreements and disagreements proposed by the Chinese and Western scholars on postmodernism at the beginning of the features of postmodern advertisement. For the linguistic and cultural differences between postmodern advertisement and modern advertising, the author puts forward that using the combining theoretical mode of Skopos theory and intertextual translation idea to study postmodern advertisement translation. Postmodern advertisement opposite to modern advertisement is mainly affected by consumer culture. The consumer culture makes distinctive features of postmodern advertisement, which are different from modern advertisement. Postmodern advertisement often reflects ambiguity, discontinuity, diversity and rebellious and indeterminate factors, deconstructing all orders and composition. Many previous researches on postmodern advertisement are limited to media studies angle, almost no research is made from the perspective of translation theories.Postmodern advertisement is still belongs to functional style, the purpose and function of which determine the translation must take target-language consumers as the center, catering to their likes and attracting potential consumers to buy the products and services. So the article claims that Skopos theory is the most effective guiding theory in postmodern advertisement translation. But the blind pursuit of the text function is bound to lead to simplistic translation. In particular, postmodern advertisement has more language shinning points and carries richer foreign cultures. If the translation only takes the target language as the guiding principle, it will certainly not conducive to the exchange of human culture. So the article puts forward that the translator should give play to their subjective initiative to mobilize their intertextuality knowledge to modify the translation, in order to strike a responsive chord in the hearts of the readers.The paper demonstrates the directing role of Vermeer's Skopos theory and intertextual theory in guiding postmodern advertisement translation through plenty of examples. Based on the two theories, some strategies such as abridgement and adaptation are explored during the process of translation. This paper applies the integrated theoretical mode of Skopos theory and intertextual theory to make a probe to postmodern advertisement translation. providing a new perspective for postmodern advertisement translation study. It is hoped that the probe can throw out a brick to attract a jade, so that there will be more translation theories for postmodern advertisement to fill the gap in this field.