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3.3 Allusion-based translation .
4. FACTORS INFLUENCING APPLICATION IN ADVERTISING TRANSLATION
4.1 Translators should be qualified .
4.2 Consumers’ psychological needs .
CONCLUSION
ACKNOWLEDGEMENTS
BIBLIOGRAPHY
Research on Commercial Advertisements’ Translation from the Perspective of Intertextuality
Introduction
In the modern world, countries around the world trade with each other more frequently, and the information technology has made a great progress, we are surrounded by different information in our daily life.It is no surprise that commercial advertisements have been penetrated into every aspect of people’s life and exerted a obvious influence on the people's life. All kinds of enterprises from around the world are sparing no efforts to propagandize their products both to domestic consumers and potential buyers from other countries. In fact, developing a huge overseas market is more likely to make a good profit. In order to develop the market, it is essential to have a good design of advertisement to help people to be familiar with products that the businessmen want to sell. When it comes to sell your products to foreign countries, cultural differences, habits and other factors should be well considered. A good translation version of slogan is necessary and of great importance. A brilliant and creative translation usually gives foreign consumers a better understanding of products and remember them without efforts. According to intertextuality theory, all texts are intertextual. As a special text, commercial advertisements should consider people’s cognition level, aiming to persuade others and make others understand the main information of products or services, there must be a lot of obvious intertextual texts in advertising texts. It is because advertising text has these functions and characteristics that we find the condition and the foundation for the intervention of intertextuality theory, and also find a new perspective to do the translation of commercial advertisements.
Chapter one will make a literature review of intertextuality. It briefly introduces the origin, establishment and development of the intertextuality in foreign countries. Then it explains its connection with translation, using several specific examples to illustrate its development in China.
Chapter two will give a brief introduction to advertisement. It mainly talks about the definition and classification of advertisement, the key features of advertising texts and characteristics of advertising translation.
Chapter three is the most important part of this article, using specific examples separately to explain three common intertextual relations in advertising texts that are quotation, allusion and parody.
Chapter four will write something that should be paid attention to in the process of translating advertisements so as to reach the goal of propaganda. Firstly, the translator should be qualified, secondly, consumers’ psychology consuming needs should be aware of.
The final parts are conclusion and acknowledgement.
In the main part of the article, the case analysis method is used to analyze how application of intertextuality embodied in the translation of commercial advertisements.
1 Literature Review
In order to make out the connection between intertextuality and advertising translation, it is necessary to know the basic meaning and it’s development of it.
1.1 A general review of researches on intertextuality
Intertextuality theory didn’t contribute to the translation as soon as it was formed, as a matter of fact, the first field it applied was literature and art. The shape of a new text’s meaning will be influenced by other texts that you have read. You can find related understandings in separate works. In line with this theory, we can say any text has connection or intertextual relation with other texts . The theory shows that there are potential dynamics within the text. This article will firstly introduce the origin and development so as to provide a foundation to help us have a better understanding it’s significance in advertising translation.