最佳关联与英文广告隐喻翻译——广告翻译的认知语用学视角系列之一

Optimal Relevance and English-Chinese Translation of Metaphor in Print Advertisement

本文从关联理论最佳关联角度探讨英文广告隐喻的翻译。文中提出最佳关联是其指导原则,探讨了影响译者策略选择的相关因素,据此介绍五种基本策略以及在此基础上的动态组合策略,显示其有极佳的动态解释力。译者要综合考虑以求在多种因素之间达到平衡,选择一种或者多种策略组合,以实现广告译文的最佳效果。最佳关联原则并不排斥其它相关原则。

The paper focuses on E - C translation of metaphor in print ad from the perspective of Relevance Theory. The Principle of Optimal Relevance is the guiding principle, and there are a series of factors that may influence the translator in choosing the potential sytategies. Optimal relevance is achieved through striking a balance between these factors. Five basic strategies are proposed, each of which is not always applied on its own, sometimes two or more strategies are jointly employed depending on the situation, which indicates that the principle has great explanatory power. The Principle does not exclude the guidance of the other relevant principles.