The Advertising Translation Under Relevance Theory

With the globalization of the international economy, enterprises want to promote their products to the international market. Advertisement as a kind of propaganda for selling has stepped into every area in our daily life. The commercial advertisement translation plays an important role in international trades. Therefore, studying the advertising translation systematically becomes a major task for scholars. The Relevance Theory put forward by Sperber and Wilson is one of the important results in pragmatics. It complies with the advertising translation very well. Based on the Relevance Theory, this thesis tries to explain the process of the advertising translation with cases under the guide of the Relevance Theory and finally proposes some strategies for translation.The paper is made up of five parts. The first part is about the general introduction of the paper, including the research backgrounds, significance, methodologies and the layout. The second part is the theoretical knowledge of this paper. The Relevance Theory is introduced in details including its development and some central ideas of it. The third part focuses on analyzing the cases to explain the process of the advertising translation in the light of the Relevance Theory. The cultural factors are also mentioned here. The fourth part is concerned about the proposal of five strategies based on the study in previous parts. The last part is the conclusion of the whole paper.