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互文性是广告语篇的重要特征之一。本文通过分析广告语篇中的互文性分类和手法,提出互文性视角下的广告翻译策略为仿照原文的直译和创新性的重译,并指出在广告翻译中使用互文性手法可以提高广告译文的推销力,增强广告译文的记忆价值和注意价值。
Intertextuality is one of the important features of advertising discourse. By analyzing the intertextuality classification and tactics in advertising discourse, this paper proposes an intertextual advertising translation strategy to imitate the original literal translation and creative retranslation, and points out that the use of intertextuality in advertising translation can improve advertising Translation of promotional power, enhance the translation of the ad memory value and attention to value.