Quote. In an advertisement, an old lady with pale temples said with a bottle of medicine, "After so many years of broadcasting, the audience still remembers that Wang often gives me headaches, so she sent me headache medicine." This advertisement obviously refers to the classic TV series "Desire" which was deeply loved by the national audience in the 1980s. The audience who have seen the play will immediately understand the background of this advertisement, which will cause many warm memories and * * * sounds. The other is an advertisement about Neptune Jinzun wine. The picture shows the ancient royal scenes and characters in China, endorsed by Zhang Tie-Lin, one of the main characters in Qiong Yao's TV series Princess Zhu Huan, which is deeply loved by domestic audiences. The audience will feel familiar with it, and this combination will produce new and interesting ideas and subtly convey the appeal of advertising. 2. allusions. "Mountains and rivers seek bosom friends, and Xinghe Audio becomes good friends". This is a slogan about Xinghe Audio. There is an allusion of "flowing mountains and rivers", which comes from the story of Yu Boya and Zhong Ziqi in the Spring and Autumn Period and the Warring States Period. According to Liezi; "Boya is good at playing drums, and Zhong Ziqi is good at listening. Boyaguqin, aim at the mountains. Zhong Ziqi said, "OK, I am as tall as Mount Tai." Boya guqin aims at running water. Zhong Ziqi said,' Very good, just like a river. Later, people regarded "high mountains and flowing water" as a synonym for "bosom friend". In this advertisement, "Looking for a bosom friend with high mountains and flowing water" means looking for a bosom friend (Wei Xing,1999:11). Consumers who know this allusion can't help but think that Xinghe Audio is Yu Boya, waiting for the appearance of a bosom friend, and they may be Zhong Ziqi who is good at playing the piano. This intertextuality not only makes the language vivid and touching, but also shows a unique cultural background.

Step 3 imitate. The legend that Cowherd and Weaver Girl meet at Queqiao on the seventh day of the seventh lunar month every year expresses the noble sentiment of being faithful to love and is widely circulated among the people. On this basis, the TV advertisement of Green Arrow chewing gum was creatively imitated, which left a very deep impression on consumers. The picture shows the bright moon in the sky, the bright milky way, magpies bridging the bridge, floating clouds and colorful. The beautiful weaver girl kept her promise, and the cowherd was so happy that he went forward to kiss Fang Ze. But the Weaver Girl smelled the Cowherd's breath and covered her mouth to leave. Just when the Cowherd was at a loss, an understanding magpie brought green arrow gum, which made the Cowherd and the Weaver girl enjoy it and talked about the suffering of lovesickness. This cartoon advertisement strengthens the intertextual relationship between folk customs and chewing gum, and the use of parody rhetoric adds a modern atmosphere on the basis of maintaining the romantic atmosphere of the principle, which is deeply loved by the audience.

From the above advertising examples, we can see that the clever application of intertextuality in advertising can stimulate people to remember and preserve the existing cultural knowledge, arouse their association, enhance the influence and attraction of advertising, urge people to buy goods, and at the same time make advertising creation have greater development space.

Intertextuality Analysis in Advertising Translation

Advertising language is a very special language, which is attractive and persuasive. The purpose of advertising is to promote products and make consumers have the desire to buy products. Since advertising pays attention to effect, the standard of advertising translation should be the principle of equivalence on the basis of functional equivalence. In other words, the translator is engaged in the secondary writing in translation, giving full play to his subjective initiative and creating suitable advertising translations. Translators' intertextuality knowledge reserve and intertextuality mobilization ability are very important. We might as well illustrate the importance of intertextuality in advertising translation from the following examples.

1. Today's wind picks, and last night's "green world". The English translation of the advertisement is "Give me a green world, or give me yesterday". This English translation is easily reminiscent of the famous speech sentence "Give me liberty or give me death" by Patrick Henry, a famous politician during the American War of Independence (A.D. 1775). Here, advertising translators use this famous saying in intertextuality. The words "today" and "last night" in the source language advertisements are not only literal differences, but also show that people's skin is aging with the passage of time and no longer has the elegance of youth. There is a causal relationship between "elegance" and "green world", which means that people are "elegant" today after using "green world" cosmetics last night. This will remind the audience that using this cosmetic will keep them young and not look old. When translating advertisements, translators use intertextual parody to paraphrase famous sentences, changing the words "freedom" and "death" in famous sentences into "green world" and "yesterday" in a unique way, which symbolizes that beautiful "freedom" corresponds to "green world" and horrible "death" corresponds to "yesterday" that needs to be abandoned, which makes people think about it. This intertextuality clearly shows the relationship between elegance, green world and yesterday, and it has a philosophy of life, providing information about products to British consumers, making people have the impulse to buy and achieving the effect of advertising.

The only thing we haven't improved is the road. This is the slogan of a Japanese car. Advertising translators skillfully translated it into "everything is ready, only the road conditions are needed." Based on the intertextuality principle, this translation collages and imitates the idiom "Everything is ready, except the east wind" in the allusion of Zhuge Liang's borrowing an arrow in China's classic Romance of the Three Kingdoms. Zhuge Liang shook his fan, touched his beard and was ingenious. It seems that the car manufacturer is Zhuge Liang, and everything is for the sake of consumers. Through this rhetorical device, the impeccable perfection of the car is exaggerated and the audience's desire to buy is stimulated. Imagine if it is literally translated as "the only thing we haven't improved is the road condition", the impact on the audience is far less than the former. 3. The new contribution of the red rose camera. This is an advertisement about Hongmei camera, which is translated by the translator as "My love is like a red rose". Obviously, the translator used the first sentence in robert burns's famous poem A Red Rose, "Ah, my love is like a red rose". The poet compared his lover to a red rose, expressing his deep love and farewell to his sweetheart. Perhaps the product namers are influenced by the beautiful and delicate red roses given by nature like Burns, perhaps the namers are infected by Burns' poems, or the advertising translation is touched by the intertextuality of Burns' poems. It is unknown, let alone who the intertextuality comes from, because the texts are interactive and have explicit or implicit connections. But there is no doubt that when British consumers read the translation of advertisements, they will have a sense of beauty and romance. Using this camera to shoot beautiful pictures of birth activities and make all beautiful things freeze forever will urge consumers to buy this camera and achieve the purpose and function of advertising.