Understanding advertisements from the perspective of relevance theory

This paper approaches advertisements on the basis of relevant theory. It elaborates how the advertiser as addresser in communication succeed in conveying his intention for publicity and how the recipient as addressee takes advantage of different types of relevant devices in reasoning out the communicative purposes from four different angles, namely, non-stereotypical interpretation of advertisements, psychological requirements of the recipient as addressee in advertisements, advertisements as explicit information and the situational approach to implicit meanings of advertisements. It aims at providing guidance for advertisement planning and translation by means of the exposure of rules underlying advertisements.

A Study on Translation of Chinese Culture-loaded Words from the Per-spective of Relevance Theory

The essay tends to analyze the translation of Chinese Culture-loaded words from the perspective of Relevance Theory.The theory gains its prominence by studying the translation process and transcending the conflicts between literal and free translation. It incorporates recent work in cognitive linguistics, with ostensive-inference as its key model. Under the influence of Relevance theory, the translation of culture-loaded words is reader-oriented. Translators are obliged to help target readers to establish new assumptions to achieve equivalent response.

Analysis of Puns in English Advertising Language From the Relevance Theory

The pun becomes the most popular language strategy for advertisers as a broadly used rhetorical device. Using pun words felicitously not only makes advertising language more humorous, implicative, and vivid but also leaves the audience a room to imagine and enjoy. The author summarizes pun＇s definitions, features, classifications, and how the pun procures a successful communicative activity in English advertisements based on Sperber and Wilson＇s Relevance Theory. At last, the pun＇s pragmatic functions are concluded.

A Study of Higher Vocational Students＇ English Listening Comprehension Within the Framework of Relevance Theory

Listening comprehension plays a crucial and necessary part in people＇s daily communication and Second Language Acquisition （SLA）. It is an important way to communicate with others; also it is the foundation of mastering a foreign language. However, the higher vocational students usually lack the background information about the listening materials and seldom know how to make inferences according to the specific contexts. The author conducted an empirical study lasting one semester in Higher Vocational College of Dahongying University trying to apply Relevance Theory to listening comprehension and guide listening comprehension learning within the framework of Relevance Theory to finally improve higher vocational students＇ ability of listening comprehension.

An analysis of Chinese-English soft news translation from a relevance theory perspective

The author gives a thorough interpretation of the translation process and methods under the framework of relevance theory based on the actual pairs of Chinese soft news and the counterpart English versions well selected from authoritative bilingual magazines. The author attests the explanatory force of relevance theory to soft news translation and shows that the aim of all the translation methods is to provide adequate contextual effects and achieve optimal relevance to the target audience, namely, to guarantee the successful communication--the intentions of the communicator and the expectations of the audience meet.

A Pragmatic Analysis of Discourse Connectives in the Framework of Relevance Theory

Discourse connectives can be dealt with in relevance-theoretic terms, as indicators of types of relevance. These connectives can be used to constrain the interpretation of an utterance. They are analyzed in a broad classification outlined in discourse connectives which introduce contextual implications, which are concerned with strengthening and which introduce denials. A relevance based approach to discourse is a more adequate framework than a coherence based one for the analysis of discourse connectives.

A Study of Verbal Humor in Public Speech from the Perspective of Relevance Theory and Cooperative Principle--Taking TED Talks as An Example

Verbal humor carries rich cultural connotation and reflects the wisdom,communicative skills of the humor maker.There are many researches on verbal humor both at home and abroad,especially in the fields of sitcoms and literature from the perspective of pragmatics and cognitive linguistics.However,the researches on the humorous corpus of public speech are limited.This paper intendsto use qualitative research methods to explore the mechanism of verbal humor generation under the theoretical framework of cooperative principle and relevance theory.Through the analysis in the paper,it points out that verbal humor can be produced by violating the cooperative principle,the gap between maximum relevance and optimal relevance,and the speaker’s expanding contextual reasoning.The cooperation principle and relevance theory have a good elaboration on humor in public speeches,but both have their own deficiencies in explanatory power.Only the combination of those two theories can better explain the generation mechanism of verbal humor.

A Study on Relevance Reconstruction in Xu Yuanchong’s English Renditions of Ancient Chinese Poetry From the Perspective of Relevance Theory

On the pragmatic view,the proper use of pragmatic strategies can help to improve the quality of translation.Sometimes by searching for new relevance,the translator can address to the problem of cultural differences and even translation acceptability.In this paper,the author aims to explore relevance reconstruction in Xu Yuanchong’s English renditions of ancient Chinese poetry from the perspective of Relevance Theory to examine the importance of relevance reconstruction while achieving optimal relevance.The author hopes to give reference to the research about the translation of ancient Chinese poetry.

Relevance Theory-based Cognitive Study on the Communication Effect of “China's Stories”

Telling the story of China and transmitting the voice of China has become a strategy to promote the national image and cultural soft power of China. Since its implementation in 2013, China has ushered in a significant change in communication ideas and approaches. This strategy also enriches the communication genres of "China's stories" and more importantly enhances its communication effect. In this context, it is necessary to understand and study the significance of this strategic practice, assess the value realization of "China's stories" during the communication process, and thereby establish a basis for future communication of more "China's stories." Based on the factors of relevance theory, this paper analyzes the ideas of and approaches to effective communication of "China's stories" and proposes corresponding strategies.

Application of Relevance Theory in Subtitle Translation—A Case Study of The Big Bang Theory

Audiovisual production,as social media,plays a considerable role in cultural exchanges around the world,for it is one of the ways for people to know more about exotic cultures.At the same time,due to language barriers,the importance of subtitle trans⁃lation is gradually recognized.The subtitle translation can go beyond the limits of time and space to faithfully reproduce the story plot and skillfully convey the feelings.From the perspective of relevance theory,the subtitle translation of The Big Bang Theory is chosen as a case in this paper to analyze the inferential process in the following three relevant aspects:relevance in context,rele⁃vance in culture,and relevance in the audience.

Translation of Three-word Primer from A Perspective of Relevance Theory

Three-word Primer is one of Chinese classics of enlightenment. It has the distinctive senses of beauty in form, meaning and rhymes. This paper focuses on the Relevance Theory which plays an important role in guiding to translate Three-word Primer. After analyzing some examples from two translated versions, it's then suggested that it be necessary and important to translate poems in one language into poems in another language.

Research on Translation about Movie Subtitle from Relevance Theory——Take Forrest Gump for Example

With China's accession to the WTO and the integration of the global economy, the world is getting smaller and smaller. Translation on film and television drama subtitles plays a key role for cultural exchange. However, the quality of film and television translation is uneven, and the exploration of film and television translation is imperative.Subtitle translation is a special type of language conversion. From the theory of relevance, this paper analyzes the film Forrest Gump as a case, and sums up some feasible subtitle translation strategies. This paper aims at using reasonable theory to guide the translation of film subtitles, and improving the quality of translation.This article is composed of five parts, the first part is mainly introducing. The second part is an introduction to the theory of relevance. The third part is the subtitles translation of Forrest Gump. The fourth part is about the translation of film subtitles from the theory of relevance. The fifth part is a summary.

Zhao Benshan's Short Sketch in the View of Relevance Theory

In the view of pragmatics, and based on relevance theory, this thesis gives analysis to Zhao Benshan's short sketch via typical cases to find the factors triggering humorous effects, so as to understand the specific pragmatic effect of short sketch words.

A Study of Verbal Humor of Undergraduates from the Perspective of Co⁃operative Principle and Relevance Theory

Verbal humor has been widely studied from the perspective of the Cooperative Principle.The verbal humor of undergrad⁃uates,however,hasn’t been studied thoroughly.Corpus of verbal humor of undergraduates will be analyzed from the perspective of the Cooperative Principle and Relevance Theory.The analyses show that the pragmatic analysis of the verbal humor of the under⁃graduates can reveal humorous effects,which play an important role in their daily communication.

Analysis of Application of Relevance Theory in Listening Long Dialogues--Taking Long Dialogues in CET-4 Listening as Examples

Long dialogue listening is an important part of listening testin CET-4.Thispaper discussesthe explanatory power of Relevance Theory in the process of solving 16 listening long dialoguesin CET-4 listening testthrough quantitative and qualitative analysis.It adopts Relevance Theory to predict the context and listening problemsduring the pre-listening process.Then it uses Relevance Theory to analyze the turn-taking in conversationand understand the content of the long dialogues during the while-listening process.The application of Relevance Theory to CET-4 listening comprehension provides us with new inspiration for improving listening comprehension and listening teaching.

Strategies for Subtitle Translation of Reality Show under the Guidance of Relevance Theory

Relevance Theory mainly emphasizes the transmission,utterance and inference of the communicative target.In this process,the communicators should create the best communication context according to communicative target and purpose to achieve the optimal relevance between the communication content and the background information of communicators.The basic conclusion to be drawn from this thesis is that the subtitle translator’s task is to guarantee the target-language audience able to enjoy the original dramatic experience as the source-language audience with the least processing efforts.

The Translation of Metaphor Based on Relevance Theory

The paper will discuss the influence of relevance theory on translation of metaphor. It gives some strategies of translation. Firstly, it introduces the nature, definition and classification of metaphor. And it points the cognitive nature of metaphor and analyses the translation of metaphor. It will provide a new method for the translation of metaphor.

An Analysis of Verbal Humor in the Dialogues of the American Sitcom The Big Bang Theory from the Perspective of Relevance Theory

Abstract:Humor,as an art of language,reflects the wisdom of the speaker and positive attitude towards life,and brings joy to both speaker and listener.Based on relevance theory of Sperber and Wilson,this paper analyzes the verbal humor in the Dialogues of the American sitcom The Big Bang Theory from the perspective of cognitive pragmatics,selects 5 specific cases of verbal humor to probe into its generation process and expression effects.The research is significant to the discovery of humor,application of relevance theory and research in pragmatics.It studies the generation process and expression effect to help people better understand humor in daily life,improve the ability of applying humor and feel the artistic charm of language.Meanwhile,the research provides a latest corpus to help English lovers and learners with their English language proficiency.

Research on Discourse Markers from the Perspective of Relevance Theory

Discourse markers are a common discourse phenomenon that is now widely used in spoken and written language.For the study of discourse markers,all major schools have their own characteristics and advantages.The unique understanding of the cogni?tive characteristics and process of human communicative activities fully demonstrates the rationale for the existence of discourse markers.The pragmatic role of discourse markers in the process of discourse generation and discourse comprehension points out a new direction for the study of discourse markers.This paper draws on the relevant viewpoints of relevance theory and attempts to explore the discourse markers to illustrate that the unique interpretation of the discourse markers of relevance theory has broad ap?plication prospects.

Criticisms on Relevance Theory

This paper outlines the main context of relevance theory,an inferential approach to pragmatics,which is based on a defi- nition of relevance and two principles of relevance:a Cognitive Principle(that human cognition is geared to the maxi- mization of relevance),and a Communicative Principle(that utterances create expectations of optimal relevance).Defi- nition of relevance and the motivation for these principles will be explained,and criticisms of them will be presented re- spectively in this paper.