互文性视角下广告译者的主体性研究
发布时间：2018-08-08 17:56
【摘要】：互文性理论认为文本的意义是不确定的,广告中各种互文手段的使用令广告文本具有强烈的互文性特征,广告译者要完成对广告文本的阅读、阐释、改写三重任务,不仅需要调动自己的所知和社会经验去积极捕捉、体会、领悟广告文本中常见的互文手法、互文意象以及广告传播途径,还要经历一个源语互文体系和译语互文体系相互交织的复杂阐释过程,在此过程中,译者要充分发挥其主体性和创造性,对广告文本中的互文性标记进行判断、筛选,根据广告的传播对象、传播环境等具体情况采用灵活多变的手法,成功实现文本的转换。
[Abstract]:The theory of intertextuality holds that the meaning of the text is uncertain. The use of various intertextuality means in the advertisement makes the advertisement text have strong intertextuality characteristic. The advertisement translator should complete the task of reading, interpreting and rewriting the advertisement text. Not only need to mobilize their own knowledge and social experience to actively capture, understand, understand the common advertising text intertextuality, intertextuality image and advertising communication channels, In this process, the translator should give full play to his subjectivity and creativity, judge and screen the intertextuality marks in the advertising text. According to the specific conditions of advertising, such as the object of communication, communication environment and so on, flexible and changeable techniques are adopted to successfully realize the conversion of the text.
【作者单位】： 湖南女子学院外语系;
【基金】：国家社会科学基金青年项目“现代英汉分裂句比较研究”(项目编号:16CYY005) 湖南省社会科学基金外语科研联合项目“汉语特指问句焦点干涉效应的句法研究”(项目编号:2014WLH23) 湖南省“十二五”重点建设学科“比较文学与世界文学”(项目编号:湘教发[2011]76号)
【分类号】：H315.9
[Abstract]:The theory of intertextuality holds that the meaning of the text is uncertain. The use of various intertextuality means in the advertisement makes the advertisement text have strong intertextuality characteristic. The advertisement translator should complete the task of reading, interpreting and rewriting the advertisement text. Not only need to mobilize their own knowledge and social experience to actively capture, understand, understand the common advertising text intertextuality, intertextuality image and advertising communication channels, In this process, the translator should give full play to his subjectivity and creativity, judge and screen the intertextuality marks in the advertising text. According to the specific conditions of advertising, such as the object of communication, communication environment and so on, flexible and changeable techniques are adopted to successfully realize the conversion of the text.
【作者单位】： 湖南女子学院外语系;
【基金】：国家社会科学基金青年项目“现代英汉分裂句比较研究”(项目编号:16CYY005) 湖南省社会科学基金外语科研联合项目“汉语特指问句焦点干涉效应的句法研究”(项目编号:2014WLH23) 湖南省“十二五”重点建设学科“比较文学与世界文学”(项目编号:湘教发[2011]76号)
【分类号】：H315.9
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5 刘，
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