An Intertextual Study On English-Chinese Translation Of Electronic Products Advertisements

The continuing development of globalization and the progress of science and technology have promoted the rapid development of electronic products,whose advertisements pervade in today’s world.With more and more electronic products from abroad entering Chinese market,the English to Chinese translation studies on electronic products advertisements are becoming an inevitable part of translation studies.Although translation studies have made a lot of progress in recent years,translation studies on EPA have not been given sufficient attention.Advertisement is one of the most common intertextual texts,and translation is itself an intertext which has close relationship with its pretexts(original texts).Therefore,translation study of EPA from intertextual perspective not only helps translators improve their translation qualities,but also gives some implications for translation studies in this field.The thesis discusses English to Chinese translation of electronic products advertising under the guidance of intertextuality.150 pieces of English advertisements and their Chinese translations are collected from the official websites of electronic products companies among the world’s top 500 in 2017,as well as other internet sources.The thesis adopts Hatim & Mason’s translation model and their classification of intertextuality,as well as Tiphaine Samoyault’s classification theory.The study are conducted from the following two aspects by using a qualitative research method.At macro-levels,intertextuality has great guiding significance for advertising translation which can be seen in the intertextual relations between source culture,source ads,target culture,and target ads,as well as the promoting effects of intertextuality on translators and target ads value system.At micro-levels,intertextuality can be used as a specific method in advertising translation,which is presented in the intertextual correspondences between English and Chinese advertisements,and how translators convert the relations.After a comprehensive analysis,the author raises five effective strategies for EPAT: retaining of intertextual context,substitution of intertextual context,strengthening of intertextual context,weakening of intertextual context and intertextual creative translation.