On Ad-translation from the Perspective of Intertextuality
|School||Zhejiang University of Finance|
|Course||English Language and Literature|
|Keywords||intertextuality advertisement ad-translation strategies and methods of translation|
Since the concept of intertextuality was put forward by French literary critics Julia Kristeva in late 1960s, it has been the focus of many scholars. J. Kristeva claims that“every text is constructed as a mosaic of quotations; every text is the absorption and transportation of other texts”(Hatim & Mason, 2001). Intertextuality emphasizes that every text is a mirror of other texts, and each new text is intertextual with previous texts, in other words, all texts are interacted closely, which shape an infinite text network, and consist of an open system of knowledge for any text. Intertextuality not only brings forward a great social and historical culture significance, furthermore, it stimulates a new thought and a research perspective for translation theory in a wider space.Advertisement is a kind of special communicative act for a certain need, which is an approach to deliver messages for the public openly and widely through a certain media form. The function of advertisement is to attract consumers, stimulate their potential interest and purchasing desires, and finally persuade them to purchase goods or services. As a kind of practical style with commercial characteristics, advertisement possesses informative performance and communicative performance, meanwhile, it contains abundant cultural connotation. Generally speaking, advertisement texts can shape an intertextual relationship with other texts. The author attempts to research advertisement creation (hereinafter referred into as“ad-creation”) and advertisement translation (hereinafter referred into as“ad-translation”) from the perspective of intertextuality theory in both theoretical and practical levels, which aims to prove that the intertextuality theory plays a positive role in the process of ad-translation. Economic globalization has connected domestic markets and foreign markets more closely, especially after China’s entry into the World Trade Organization, foreign enterprises have been striving to occupy China’s market, meanwhile, domestic enterprises have been sparing no effort to expand the market overseas, both of which further promote the amalgamation of domestic markets and foreign markets, in that case, the importance of ad-translation is self-evident.With respect to methodology, three categories of research methods have been applied into the thesis. Firstly, both qualitative analysis and quantitative analysis is combined into the research, which runs through the entire thesis; secondly, the method of word length distribution statistics is applied by virtue of wordsmith Concordance 3.0, which aims to demonstrate characteristics of advertisement language in terms of lexical level and make the research more convincing; thirdly, the case analysis method is applied into the main body and the author selects typical advertisement cases both at home and abroad so as to elaborate that translators should not only select proper subjects, but also emphasize on target cultures, which aim to suggest that a successful ad-translation is a perfect combination of discourse intertextuality and cultural adaptation.The present thesis is divided into six parts.In the introduction, the author makes a brief introduction on the research significance, the methodology, and the structure of the thesis separately.Chapter One performs a literature review of intertextuality studies.Chapter Two touches upon the relationship between intertextuality and translation, in which the author points out translation process is a kind of intertextual activity, meanwhile, contribution of intertextuality to translation is also introduced briefly.Chapter Three is an illustration of intertextuality in ad-creation, including the definition of advertisement, characteristics of advertisement language, meanwhile, the author expounds ad-creation from three intertextual perspectives, i.e. cultural intertextuality, discourse intertextuality and intermediary intertextuality, in other words, target-language cultures, proper discourses and media elements from modern technique of sound and imagery should be applied together so as to make a perfect and successful advertisement.Chapter Four is the main body. Strategies and methods of ad-translation are elaborated from the approaches of intertextuality; the author elaborates the application of intertextuality in ad-translation from three aspects, i.e. associable availability, attractable availability, and memorable availability; in addition, several points about ad-translation should be taken into consideration based on intertextuality, such as translators’subjectivity, cultural differences, target-consumers’psychological needs, etc.In the conclusion, the author points out advertisement translators should correctly identify and elaborate the hidden intertextual information, then transform it into target language properly. Intertextuality theory will make translators free from the closed text structures in the process of ad-translation, so as to become a subjective role and overcome difficulties effectively both in linguistic and cultural differences, and promote products or services in the global markets. Therefore, intertextuality is of great significance in the field of ad-translation in terms of epistemology and methodology, moreover, it has provided a scientific principle for ad-translation theory. Therefore, intertextuality has expanded research thought for the traditional ad-translation theory and practice, which is worth further mention.