| 从互文性理论看广告翻译 |
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| 引用本文： | 陈东成.从互文性理论看广告翻译[J].湖南第一师范学报,2011,11(2):104-109,118. |
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| 作者姓名： | 陈东成 |
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| 作者单位： | 深圳大学,外国语学院,广东,深圳,518060 |
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| 摘 要： | 广告具有“寄生语篇”的特性，其互文手法多种多样，其中仿拟、引用、用典和拼帖应用广泛。效果显著。互文性理论对广告翻译具有十分重要的指导作用，广告翻译中恰当运用互文手法能提升广告的美学价值，增添广告的联想意义，形成广告的情感晕轮，从而有效实现广告的预期功能。
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| 关 键 词： | 互文性 互文手法 广告翻译 |
Intertextuality and Advertising Translation |
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| CHEN Dong-cheng.Intertextuality and Advertising Translation[J].Journal of First Teachers College of Hunan,2011,11(2):104-109,118. |
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| Authors: | CHEN Dong-cheng |
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| Institution: | CHEN Dong-cheng (School of Foreign Languages, Shenzhen University, Shenzhen, Guangdong 518060) |
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| Abstract: | Advertisements are characteristic of parasitic discourse and intertexts of advertisements are of various categories. Parody, quotation, allusion and collage are widely used and most effective in advertising. The intertextuality theory serves as a guiding principle for advertising translation. Properly used in translation, intertexts can add aesthetic values and impart associative meanings and affective halos to advertisements, thus helping them fulfill the expected functions. |
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| Keywords: | intertextuality categories ofintertexts advertising translation |
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