| 广告语篇翻译的互文性研究 |
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| 引用本文： | 丁建海,艾国平. 广告语篇翻译的互文性研究[J]. 东华理工学院学报, 2009, 28(2): 132-135 |
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| 作者姓名： | 丁建海 艾国平 |
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| 作者单位： | 东华理工大学,外国语学院,江西,抚州,344000 |
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| 基金项目： | 东华理工大学2007年校长基金人文社科项目 |
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| 摘 要： | 现代广告语篇借助语言、语体与传播媒介的互文性特征建构和延展了文本意义。从互文性的功能特征角度，广告翻译可在语篇建构的语篇互文性、文化互文性、话语媒介互文性三个层面进行研究。成功广告翻译案例即是译者作为广告语篇互文翻译的“协调者”，将源语语篇受众的认知语境与目的语语篇受众的期待视野重合的互文性协调实现过程。
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| 关 键 词： | 广告语篇翻译 语篇互文性 文化互文性 话语媒介互文性 协调 |
Intertextuality in Advertising Translation |
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| DING Jian-hai,AI Guo-ping. Intertextuality in Advertising Translation[J]. Journal of East China Institute of Technology, 2009, 28(2): 132-135 |
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| Authors: | DING Jian-hai AI Guo-ping |
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| Affiliation: | DING Jian-hai,AI Guo-ping(Faculty of Foreign Languages,East China Institute of Technology,Fuzhou 344000,China) |
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| Abstract: | Modern ads with intertextual features of language,style and media construct and extend the meaning of the ads.From the angle of the functional characteristics of intertextuality,ads text translation can be explored in three levels of textual intertextuality,cultural intertextuality,media-discourse intertextuality.The successful ads translation is the translating process in which translator,as coordinator translating each ad intertext,coordinates intertextually the cognitive context of receptors in source la... |
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| Keywords: | advertising Translation textual intertextuality cultural intertextuality media-discourse intertextuality coordination |
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