CAJ | 학술논문

互文性理论，旨在阐述特定文本与其他相关文本间的相互关系，是文本研究中重要的理论概念，至该理论提出以来，已被广泛用来研究文学和翻译作品，而对实用语篇的研究还有待进一步加强。该文旨在应用互文性理论，对中文化妆品广告语中的互文现象进行分析，重点研究广告语的文本内容互文和主题文化互文，探讨化妆品广告语是如何巧妙地应用互文性来获取受众者的芳心，实现广告商业目的的，同时，希望能为广告策划者提供新的策略与视角。
호문성이론，지재천술특정문본여기타상관문본간적상호관계，시문본연구중중요적이론개념，지해이론제출이래，이피엄범용래연구문학화번역작품，이대실용어편적연구환유대진일보가강。해문지재응용호문성이론，대중문화장품엄고어중적호문현상진행분석，중점연구엄고어적문본내용호문화주제문화호문，탐토화장품엄고어시여하교묘지응용호문성래획취수음자적방심，실현엄고상업목적적，동시，희망능위엄고책화자제공신적책략여시각。
Intertextuality theory, intends to explain the relationship between specific text and other related texts, this theory be-comes an important theoretical concept in the text study, since the theory been proposed, it has been widely used to study litera-ture and translation articles, however, for the study on practical discourse,it remains to be further reinforced. The purpose of this paper is to apply the theory of intertextuality to analyze the language of Chinese cosmetics advertisements,which focuses on text intertextuality and cultural intertextuality. To explore how the cosmetic advertisements attract the audience ’s hearts and minds by adopting intertextuality, to achieve the commercial purposes.Besides, this paper is hoped to provide some new strategies and per-spectives for advertisement planners.