论关联理论对广告翻译策略的研究.doc

湖北科技学院本科毕业论文:关联理论指导下的广告翻译策略研究

EnglishAdvertisementTranslationfromthe

PerspectiveofRelevanceTheory

学生:崔丽娟

指导教师:吴玥璠

单位:外国语学院

摘要:国际交往的深化及激烈的市场竞争日益彰显出广告及其翻译的重要性。然而在我国,广告翻译满足不了社会发展的需要,急需进一步提高。由于英文广告的最终目的是推销商品实现其商业价值,本文基于商业广告翻译的特殊性,从一个新的视角即关联理论出发来探讨广告翻译的可行性及策略。根据关联理论,广告翻译是对原语进行阐释的动态的明示---推理过程。通过明示—推理的认知活动寻找最佳关联性是广告翻译的核心。而广告翻译的效度决定广告翻译是否成功。译者需要运用适当的翻译策略来提高广告翻译的效度以实现译文与原文等效的功能。

关键词:广告翻译;关联理论;最佳关联性;翻译策略

Abstract:ThefastgrowthofinternationalexchangesandacutecompetitiondotriggeranincreasingneedForadvertisementandthusitstranslation.However,inChina,theadvertisementtranslationcan’tmeetthedemandofthefastgrowingofoursociety,sothatitneedstobeimproved.Sincetheultimategoalofadvertisementtranslationistopromotesalesandrealizethecommercialvalueatthesametime.Basedontheuniquefeatureofcommercialadvertisement,thisthesisstudiesthefeasibilityandstrategyofadvertisementtranslationfromanewview---relevancetheory.Accordingtorelevancetheory,advertisementtranslationcanbedefinedasadynamicprocessofostensive–inferentialinterpretation.Thecoreofadvertisementtranslationisseekingtheoptimalrelevanceinthecognitiveprocessofostensiveinference.Thevalidityofadvertisementtranslationmakesthesuccessofadvertisementtranslation.Thetranslatorshouldusetheappropriatetranslationstrategiestoimprovethevalidityoftheadvertisementtranslationtorealizetheequivalentfunctionoftheoriginaladvertisementandthetranslatedone.

KeyWords:advertisementtranslation;relevancetheory;optimalrelevance;translationstrategies

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1.Introduction

1.1ResearchMotivation

Thisthesisisatentativeattemptintheapplicationofrelevancetheorytoadvertisementtranslation.Thedevelopmentofmarketeconomy,internationalcommunicationandglobaltradeattachsignificancetothistopic.GlobalizationandChina’sentrytotheWorldTradeOrganization(WTO)are