A Study On The Translation Strategies Incommercial Advertisement From The Perspective Of Intertextuality

People have been attaching more and more importance to the development of science and technology.In the meanwhile,the mass media has been popularized all over the world,a number of Chinese enterprises and products have access to the international market.At the same time,plenty of foreign enterprises and products have entered the Chinese domestic market,and thus,commercial competitions are increasingly fierce,commercial advertisement translation accordingly has become more and more important in the commodity society.Therefore,this thesis is deliberately calculated to find out some appropriate commercial advertisement translation strategies with the guidance of intertextuality.In terms of Kristeva who first raised the concept of intertextuality in the late1960s,"every text in constructed as a mosaic of quotations,every text is the absorption and transformation of other texts".(陈静,2009)Before the analysis of the commercial advertisement,the functions of intertextuality have been demonstrated in this thesis.Then the author analyzes the commercial advertisement and the common types of intertextuality,and with the help of these common types of intertextuality,the functions of the commercial advertisement can be easily achieved.After the careful study on the commercial advertisement from the perspective of intertextuality,the author finds out that it is very important for the translators who feel at home in intertextual knowledge to comprehend the original commercial advertisement and then translate it according to cultural customs and the linguistic habits of the target consumers.In the meantime,whether the target consumers feel at home in intertextual knowledge or not is also a very important part because it concerns whether the target consumers can comprehend the translated commercial advertisement which is usually filled with cultural connotation from the perspective of intertextuality.In short,intertextuality is quite helpful in commercial advertisement translation.The author of the present thesis finds out some appropriate commercial advertisement translation strategies from the perspective of intertextuality,such as transliteration,imitation translation and distribution translation.Meanwhile,the author uses many examples to explain the translation strategies with the aim of helping translators.