April 15th, professor Luo Xuanming, doctoral supervisor of Tsinghua University and president of China Association for Comparative Studies of English and Chinese (CACSEC) was invited to ourschool. Prof. Luo gave an impressive lecture titled “Intertextuality and business advertisement translation” to the teachers and the students of school of foreign studies.
Prof. Luo started by citing several humorous advertisement anecdotes to bring in two functions of business advertisements, which were information delivery and buying Leads. A good advertisement should have clear goal, appropriate type of writing, simple vocabulary and matched text. After then, Prof. Luo illustrated the significance of intertextuality and translator’s creativity and imagination in business advertisement translation by quoting Leo Burnett’s famous words, “The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”
Prof. Luo then demonstrated the guidance of intertextuality in business advertisement translation through vivid examples of his personal experience, arousing teachers’ strong sympathy. Not until the end of the lecture, prof. Luo and teachers have already had enthusiastic interaction. Prof. Luo gave illuminated answers on the translation of Blood and Sand, relations between intertexuality and deconstruction, and methods of using intertexuality in business advertisement translation.
According to the specialist’s simple but profound explanation and analysis, teachers and students of school of foreign studies had a more clear and vivid understanding of intertexuality, and in the same time cultivated strong interests on business advertisement translation.