广告翻译的最佳关联策略

The Optimal Relevance of Advertising Translation

广告文体是一种具有极高商业价值的实用文体,商业广告翻译的成功与否,关键是看能否达到广告的预期目的和功能,这就决定了广告的翻译必须要抓住广告受众的认知心理,使广告受众以最小的认知努力来获取最佳的语境效果。本文在分析现代广告的目的及其主要功能的基础上,结合西方语言学家Sperber和Wilson对关联理论的研究,通过实例的剖析,探讨广告翻译的基本策略和方法。

Since advertisements are of a very practical type of writing with high commercial value, the key of advertising translation is to fulfill the intended or demanded function of the advertisements. The purpose is to satisfy the cognition of the audience so that they can obtain the best contextual effect of the information with the least effort. The present paper tries to combine the purpose and the main functions of advertisement with the relevance theory put forward by Sperber and Wilson, and makes a profound study of the optimal relevance of translation in advertising language by analysis of samples.