摘要
根据关联理论,广告翻译是对原语进行阐释的动态的明示—推理过程,关联性是实现广告功能语言交际过程中一个至关重要的因素。广告翻译的效度受认知语境的影响,但取决于相关因素间的趋同度。提高广告翻译效度最有效的策略是在目的语中寻求语言表达、文化形象和语篇范式以及信息内容等方面的最佳关联性。
According to relevance theory, the advertisement translation can be defined as a dynamic process of ostensive-inferential interpretation. Relevance is a very important factor in the course of linguistic communication of achieving the advertising functions. The validity of advertisement translation is influenced by cognitive contexts, but it is relative to the degree of convergence between the relevant factors. To improve the validity of advertisement translation the most effective strategies are seeking the optimal relevance of linguistic expression, cultural images and canonical form as well as information content of the discourse.
出处
《四川外语学院学报》
北大核心
2007年第4期100-104,共5页
Journal of Sichuan International Studies University
关键词
关联理论
广告翻译
效度
最佳关联性
relevance theory
advertisement translation
validity
optimal relevance
