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在经济迅速发展的今天,广告日益成为生活必不可少的角色。成功的广告语翻译能够为经济发展以及社会的进步提供良好的条件。关联理论是在经过不断的发展后,从语用学分支中进一步脱离出来指导了翻译,它对翻译实践的意义也逐渐受到关注并被人们所接受。从关联理论的角度讨论广告语就是解释从示意到推理的一个过程。翻译的实质就是在原语认知语境和译语认知语境中寻求最大关联,这一点在广告的用语及其翻译上体现出来。
With the rapid economic development, advertising is increasingly becoming an indispensable part of life. Successful translation of advertising language can provide good conditions for economic development and social progress. Relevance theory has been further separated from the pragmatic branch to guide translation after its continuous development. Its relevance to the practice of translation has also received increasing attention and been accepted by people. The discussion of advertising language from the perspective of relevance theory is a process of explaining the process from schematic to reasoning. The essence of translation is to find the maximum correlation in the context of the original language and the cognitive context of the target language, which is reflected in the advertising terms and their translation.