关联理论角度看中英广告的翻译

关联理论角度看中英广告的翻译
摘  要

随着商业贸易和经济的全球化发展,广告在人们生活中重要性及其翻译的重要性也日益凸显。鉴于此,作者将从关联理论的角度来分析中英广告互译的过程及方法。Sperber与Wilson的关联理论认为交际是一个明示—推理的过程,认为翻译是一种与推理密切相关的言语交际行为,而推理的依据则是关联性。文章重点介绍了中英广告的翻译特点及体现出的关联原则，将关联理论指导下的中英广告翻译方法分为：直译，意译，直译加意译和音译，并运用大量广告实例来支撑作者论点，以期使读者更好的理解中英广告中的翻译文字。

关键词：中英广告；关联理论；翻译方法
On Translation of Chinese and English Advertisements from Perspective of Relevance Theory
 
ABSTRACT

With the development of international trade and global economy, advertisement and its corresponding translation gets more and more important. In the light of this phenomenon, the author attempts to analyze the process and methods of Chinese and English advertisements translation from the perspective of relevance theory. The research of Chinese and English advertisements translation represented in the paper is based on Sperber and Wilson’s relevance theory, which treats human communication as an ostensive-inferential process, and considers that translation is a special form of verbal communication involving inference and relevance. Besides, the basis of the inference is relevance. The paper will analyze characteristics of the translation of Chinese and English advertisements and divide the translation methods into literal translation, free translation, combination of literal translation and free translation, and transliteration under relevance theory to help the readers better understand the words of Chinese and English advertisement translation.

Key words: Chinese and Englisgh advertisements; relevance theory; translation methods

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