Advertisement Translation from the Perspective of Relevance Theory
Lei Yang · 2016
Widespread advertisement has become an indispensable part of our daily life in this highly commercialized world.With the acceleration of economic globalization and increasingly open economic policy in China, more foreign companies come to China and more national enterprises step their feet in other countries.Under this circumstance, advertising translation has become an important part of translation.With the constant disputes among traditional translation criteria, the criterion of advertising translation has become very ambiguous and uncertain.Therefore, this thesis abandons the traditional translation theories such as "faithfulness, expressiveness, elegance", "dynamic functional equivalence theory" and adopts Relevance Theory, an uprising pragmatic theory, to guide the advertising translation.It intends to reexamine the process of translation with the help of Relevance Theory and tentatively put forward feasible translating strategies to guide the translators.Relevance Theory itself is not technically a translation theory.But due to the uniqueness of advertisement and the main task of advertising translation, it can be applied to guide the advertising translation.Although there is still some fuzziness and shortcomings in the practical application, the author believes Relevance Theory will have a stronger explanatory power and provide better guidance with the continuing perfection of the theory and the expansion of advertising translation practice.