An Interpretation Of English Advertising Translation From The Perspective Of Relevance Theory

With the development of globalization, advertising translation has become more and more important in international communication. Although many domestic scholars have made thorough researches on advertising translation from several aspects, their researches still have limitations.This thesis tries to interpret advertising translation from the perspective of relevance theory, explore the nature of advertising translation, and construct a tentative approach to advertising translation in order to guide English advertising translation which can be used to choose the translation strategies.Advertising translation is an ostensive-inferential process. Firstly, the translator acts as the audience, inferring advertiser's communicative intention; secondly, he should act as the communicator, manifesting the communicative intention, catering to the reader's expectations and achieving the optimal relevance.Just as Sperber and Wilson point out, the contextual effects are produced by the contextualization of the new message in the old message. In the perspective of this point, there are three kinds of contextual effects, which are assumption strengthening, assumption contradictions and contextual implications. When this theory is applied to advertising translation, it demands the translator should search or construct the similar points in the context between advertisers and Chinese readers in order to achieve the optimal relevance. In other words, how to access the relationship between the advertiser's context and the reader's context is one factor which determines the success or failure of advertising translation. Then under the guidance of this tentative approach, the translator can flexibly modify the translation strategies.