论文标题:关联理论对广告及其翻译的诠释力
Application of Relevance Theory in the Interpretation of Advertisements and Their Translation
论文作者 张丽华
论文导师 林大津,论文学位 硕士,论文专业 英语语言文学
论文单位 福建师范大学,点击次数 81,论文页数 74页File Size2346k
2004-04-01论文网 http://www.lw23.com/lunwen_186866017/ 关联理论,广告,翻译
Relevance Theory, Advertisements, Translation
广告作为一种促销和宣传的手段，已成为我们生活中不可缺少的一部分，它在经济生活中所起的作用也日益显著。同时，广告作为一种应用语言，它的语言价值也引起了越来越多的语言学界人士对它的关注。随着中国加入世贸组织和世界经济全球化的到来，中国产品和外国产品在市场上的竞争会更加激烈，广告的作用也更加明显，广告翻译的地位也随之显得越来越重要。 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，通过对广告的语用推理、语境效果和最佳关联的分析，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。关联理论认为交际是一个明示——推理的过程，在这个过程中双方之所以配合默契，主要是由于有一个最佳的认知模式——关联性。而翻译作为一种特殊的跨文化、跨语言的交际行为，是一种语际间明示——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。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及其评估。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。 由此可见，关联理论在整个广告理解和翻译过程中起着重要的指导作用。
Advertising, as a means of promoting sales, has become an integral part of our daily life. It has been playing a more and more important role in economic life. Meanwhile, people are paying more and more attention to the importance of advertising in linguistic study. With China"s entrance into the WTO and the globalization of the world economy, advertisements and advertisement translation are getting all the more important.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. 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. Hence, as a special form of communication, translation consists of two ostensive-inferential processes. In Gutt"s view, a translation should be a receptor language text that interpretively resembled the original, and the basic rule that governs translation is relevance. Therefore, in the relevance framework, translation canbe defined as a dynamic process, an act of ostensive-inferential verbal (intra-lingual or inter-lingual) interpretation. The ultimate goal of translation is optimal relevance. 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.Thus it can be seen that Relevance Theory plays an important guiding role in the process of advertisement comprehension and translation.
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