The Study Of Uyghur Commercial Advertising Translation From The Perspective Of Relevance Theory

As a new theory developing in pragmatics study,relevance theory attempts to not only answer philosophical questions of communication,but also to explain the psychological problems in the process of discourse understanding.Nowadays commercial advertising is becoming a common way of communication as economy has developed rapidly,while the translation of commercial advertising fails to achieve the desired effect at times because of the differences in language,regional,culture,consumer psychology and aesthetic value.In order to make the information of commodity is widely and accurately accepted by target consumers,commercial advertising translator should find a optimal relevance of adverting and customer in the translation process,which means provides intelligible commodity information to target consumers who are from different cognitive contexts,and makes them reap the same appeal to archive the optimal relevance of translation text and original context.In the mean time,translator should also take the intentions of advertiser into consideration,which are developing market,winning customers,and selling goods,and then adopts flexible translation tactics to achieve optimal relevance between the translator and advertiser,and the translator and the target language readers.From the perspective of relevance theory,advertising translation is a kind of cross-cultural information recreation,a communicative behavior of three parties--advertiser,translator and the target audience.Therefore,the function of communication must be taken seriously in the advertising translation.Based on relevance theory,this paper aims to guide commercial advertisement translation mainly from three aspects: the cognitive context,clear communication and optimal relevance.This paper is divided into four parts: the first part mainly introduces the perspective of relevance theory,the research status of commercial advertising in the view of relevance,the purpose and the meaning of doing this research,research methods and the sources of corpus.In the second part,the meaning of “commercial advertising” is defined,and language features and functions of commercial advertising are summarized.In the third part,translation rules of commercial advertising is explained from the aspects of the cognitive context,clear communication and optimal relevance.In the fourth part,a brief summery in given.Through the research,it is believed that the relevance theory and commercial advertising translation are compatible,which can well explain the complex phenomenon of code-switching in translation and grasp the dynamic characteristics of the translation from the perspective of cognitive relevance.