Interpretation Of The Process Of Advertisement Translation In Light Of Pragmatic Context

With the development of context theory, pragmatic context has captured the attention ofmany scholars. Among pragmatic context, the more important representatives are cognitivecontext and context adaptation. The former refers to a psychological construct, a series of thehearer s assumptions about the world. These assumptions affected the interpretation of anutterance. The later emphasizes the initiative of language users in the verbal communicationand argues that the speaker and the hearer can choose the appropriate linguistic expressions tomake the communication favorable for realizing the communicative purpose throughchanging or creating context. The changed context can further activate the language usersbackground knowledge, so that they continue to choose new language expression accordingto the new situation. In other words, language use and context are always to be in a dynamicrelationship. So it can see that both of the contexts are dynamically generated, and at thesame time emphasize the initiative of communicators. But there are great differences in theoperation of the two contexts. For cognitive context, on one hand, the speaker to the greatestextent increases the effects of discourse context; on the other hand, the hearer through a seriesof context infers assumptions from the speaker s new discourse and draws the effects of newcontextual assumptions. For Context adaptation process, it needs to take into considerationthe main three elements, context control, contextualization and visual boundary. In addition,they interpret the process of translation differently. For cognitive context, it regardstranslation as an ostensive-inferential cognitive process involving three communicators and adynamic process. For context adaptation, the translation is regarded as a process of contextualdynamic adaptation and needs multiple dynamic choices. Therefore, the two combined canmake pragmatic context more effective in describing translation.Advertisement translation, as a complex cross-language and cross-culturalcommunication activity, needs to complete two levels of communication in the actualoperation. That is to say, the first is between the translator and the original text; the second isthe translator and the target readers. Before starting to translate the text, translators face with dynamic options such as choices of advertisement works and translation principles andstrategies. Therefore, pragmatic context is of some theoretical significance for the study ofadvertisement translation. Besides for translators there is a certain lack of how to applypragmatic context to guide the practice of advertisement translation. So the significance ofthis paper is to make people have a comprehensive understanding of pragmatic context, befully aware of an important status and the role pragmatic context plays in advertisementtranslation, and enhance translators context consciousness to guide translation practice andimprove the quality of translation.Therefore, the paper mainly discusses the impact of context in the process ofadvertisement translation from the perspective of pragmatic context. Meanwhile, the authorexplores the role that context plays in the translation process of comprehension andexpression through analyzing advertisement translation examples. Its aim is tocomprehensively reveal the explanatory power of pragmatic context over advertisementtranslation.