从关联理论下看英语广告的汉译

The Translation of English Advertisements on Relevance Theory

Abstract

Relevance Theory sees the intra-lingual communication as one single ostensive-inferential process. Translation is so special as to be involved with inter-lingual and cross-cultural communication. Consequently, as a special form of communication, translation consists of two ostensive-inferential processed. In Gutt’s view, the basic rule that governs translation is relevance. The ultimate goal of translation is optimal relevance. 
Based on Relevance Theory proposed by Sperber and Wilson in 1986, the thesis first of all attempts to analyze the cognitive inferential process and the conditions of contextual effect and optimal relevance in advertising comprehension in order to explore the influence of information relevance on advertising effects. Secondly, the relevance-theoretic account of translating is discussed. Then, the paper emphasizes the significance of the target addressees’ cognitive environment and its assessment. Finally, the paper points out that, when translating advertisements, top priority shall be given to the cultural and optimal relevance of advertisements.
   
Key Words: relevance theory;  optimal relevance;  advertisement;
advertisement translation
 
摘  要

关联理论认为交际是1个明示——推理的过程，在这个过程中双方之所以配合默契，主要是由于有1个最佳的认知模式——关联性。而翻译作为1种特殊的跨文化、跨语言的交际行为，是1种语际间的明示——推理的阐释活动，包含了两个明示——推理的过程。Gutt认为，辖制翻译的基本原则就是关联。最佳关联性是译者力争达到的目标。      
本文以法国学者斯波伯（Sperber）和英国学者威尔逊（Wilson）在1986年提出的关联理论为指导，首先，通过对关联理论的阐释和最佳关联的分析，探讨关联理论与广告效果之间的内在联系。其次，探讨了关联理论的翻译观。接着，文章强调了在进行广告翻译时，应特别关注目标受众的认知语境变化。最后指出，在翻译过程中，应考虑目标受众的文化不同，力求使广告翻译达到最佳关联。

关键词：关联理论、最佳关联、广告、 广告翻译

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