广告翻译的最佳关联策略

Tactics of Optimal Relevance in Advertising Translation

广告翻译涉及诸多因素,当前的广告翻译存在不尽如人意之处,尤其没有一个统一的广告翻译标准来指导翻译实践。广告翻译有必要寻求自身的理论依据,制定符合自身的翻译原则和标准。Sperber&Wilson的关联理论填补了这一空缺。语言交际实际上是一个明示—推理过程,其核心就是寻求最佳关联。广告以及广告翻译都是人类的交际行为。广告翻译的核心就是译者在翻译的过程中掌握好最佳关联策略,即译文与译文读者之间存在的最佳关联性。

Advertising translation involves factors of linguistic rules, cultures and consumption mentality. Advertising translation principles and criterion should be established necessarily in order to seek its own theoretical support since no unanimous translating criterion can be kept to guide translating practice. Sperber and Wilson argue that communicative language is and estensive - inferential process rather than an encoding- decoding process. The core of the theory is to seek the optimal relevance anticipation in human communicative behaviors. From the author＇ s perspective, advertising translation is one of human communicative behaviors. What translators should do in their translating process is to master the optimal relevance strategy, namely, the optimal relevance between the version and the target readers.