Analysis Of Advertisement Translation From The Perspective Of Intertextuality

As is known to all, successful advertisement translations can help theadvertisements fulfill the function of promoting sales. Whether the advertisementtranslations are successful or not lies in many factors, among which intertextuality isthe key one. Understanding intertextuality can make translators overcome difficultiesso as to excellently fulfill the task of translation. Many scholars of different countriesat various periods have developed their own understandings about intertextuality.French scholar Julia Kristeva said “every text is constructed as a mosaic of citations,every text is an absorption and transformation of other texts.”The author not only theoretically analyzes advertisement translation under theguidance of intertextuality, but also uses numerous instances to explain theimportance of intertextuality to advertisement translation. The theory of intertextualityoffers us a distinctive perspective to deal with advertisement translation and breaksaway from the traditional way of translation which ignores the intertextual relationsamong texts.The thesis consists of an introduction, the body of three chapters and aconclusion. The introduction covers the research background, the research purposeand significance of advertisement translation as well as the thesis structure. The firstchapter states about the linguistic features of advertisement at the lexical level, thesyntactical level and the rhetorical level. The second chapter focuses on the theoreticalframework of advertisement translation. It also covers representative theories, theclassification, connotation of the intertextuality and the relation betweenintertextuality and translation. The third chapter elaborates on the application ofintertextuality to advertisement translation which consist of the intertextual signs,intertextual references, the significance of intertextuality, intertextuality and thevalues, the intertextual contexts as well as various strategies and skills of translationunder the guidance of intertextuality. The last part draws the conclusion includingresearch findings, research limitatioins and future suggestions.