Technical Advertisement Translation On The Perspective Of Relevance Theory

With China's entrance into the WTO and the globalization of the world economy, advertisements and advertisement translation are getting all the more important. Advertising, a means of promoting sales, plays an increasing important role in economic life. Meanwhile, much attention has been paid to the importance of advertising as well as advertisement translation. The author of this paper chooses technical advertisements published on various magazines and some other media resources as his study research subjects. Based on Sperber and Wilson's Relevance Theory, the present study analyses how the audience of advertisements acquires optimal relevance through the defamiliarization strategy employed by the advertiser in the process of this unique communication. Ostensive-inferential communication happens in advertising social context shows that trust and co-operation between the interlocutors are limited or lacking. In order to achieve the purpose of informing, persuading and influencing, the advertiser employs various strategies. These strategies function as the ostensive stimuli to attract the audience's attention on the one hand and to direct the audience to proceed towards the optimal relevance on the other hand. This study presents how the attention-attracting strategies help the audience with acquiring optimal relevance and recovering the informative intentions of the advertiser.During the process of translating technical advertisements, the translator should employ some defamiliarized languages on the consideration of the target audience's cognitive context and their reasoning abilities, so as to obtain the optimal relevance after they make some reasoning efforts. The translator should avoid too familiarized languages owing to the fact that too clear-cut language can not attract the target audience's attention and usually result in the failure of the advertisement. China is a country with a strong sense of poems, the strict sentence pattern and rhythm make people appreciate poems. This characteristics of Chinese poems provide translators with a reference. Yet in practice, some translation versions are so dull and bleach that they have affected the spread effects of advertisements.Consequently, how to set defamiliarized languages and poetic styles are the key points of this dissertation.