2009•Journal of Yibin UniversityRequires access

Advertisement Translation Based on Rhetorical Intertextual Context in Advertisement:An Intertextual Perspective

Yan Chen

Abstract

Various rhetorical devices are ways to construct intertextual context in both English and Chinese advertisements and there are three translating methods of advertisement according to the quality of intertexuality,such as emphasizing the interdependence and interaction between different texts and among elements in one text.The target of translation is not only achieving the commercial purpose of advertisement but also reflecting the linguistic beauty of combing sound,form and meaning realized by different rhetorical devices in the original text.

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Available abstract

Key concepts: Rhetorical question, Intertextuality, Perspective (graphical), Rhetorical device, Context (archaeology), Meaning (existential), Advertising, Linguistics