Optimal Relevance And E-C Translation Of Pun And Metaphor In Print Advertisement

Relevance Theory (RT), proposed by Sperber and Wilson (S&W) in 1986, has received great attention ever since its birth. S&W think that verbal communication is ostensive-inferential in nature. Gutt applies RT to translation and sets up a new framework for translation, whose main tenet is that translation is interlingual interpretive use. Therefore, according to Gutt, the aim of translation is to make the translated resemble the original closely enough in relevant respects. In a sense, the advertiser-intended interpretation of an ad to a large degree depends on whether and how optimal relevance is achieved. Translation of pun and metaphor represents the complexity of ad translation, so the thesis mainly focuses on their E-C translation. By examining the existing studies in the field, the author points out that there is a principle that guides the translator in choosing strategies for E-C translation of pun and metaphor, i.e. optimal relevance. Drawing on existing studies in the field, the author offers five strategies, i.e. preservation, creation, compensation, explication and omission, to render pun and metaphor in ad. The author points out that each of the five strategies is not always applied on its own, sometimes two or more strategies are jointly employed in ad translation in accordance with the principle of optimal relevance depending on the situation.In data analysis, the author describes how the translator chooses strategies guided by the principle of optimal relevance in translation of pun and metaphor in ad. Furthermore, after discussing some problems such as textual fidelity and translational efficacy, the advertiser's intentions and the reader's expectations, and context dependence and communicability of pun and metaphor, the author points out that problems in translation of pun and metaphor are not always language-based ones, such aspects like language, context and interpersonal communication, etc. have a bearing on it. Guided by the principle of optimal relevance, if the translator has a greater awareness and better understanding of the different aspects of problems encountered while translating he can deal more appropriately with them. The author points out that as far as relevance is concerned, apart from the linguistic constraints, the reader's cognitive...