关联域下诗型广告翻译的语用等效

On the Equivalent Pragmatic Effects of the Poetic Advertisement Translation from the Perspective of Relevant Approach

作为一种特殊文体的广告语,诗型广告的翻译既要传意和传神,还要传递诗学美感。从关联理论的视角探讨诗型广告的翻译特点及实现等效翻译的语用策略,认为诗型广告翻译要从文体、语言表达习惯、语言审美、文化和仿拟修辞等角度采取相应的策略,使原广告的交际意图以及美的诗性意境在译语广告中完美再现出来。

Poetic advertisement,as a special style,should be translated with both the information and the intention of the original advertisement,as well as its poetic aesthetics.This paper mainly studies the property of the poetic advertisement and some pragmatic strategies for equivalent translation effects.It is argued that those pragmatic strategies should be adopted considering its styles,idiomatic expressions,linguistic aesthetic judgment,its unique culture and rhetoric device of parody so that the communicative intention of the original advertisement will be truly realized and the poetic art will be reproduced in the target language.