Study on C-E Translation of Advertisements Based on Relevance Theory

The main errors in translating Chinese advertisements into English are pragmatic failures in which target-language readers fail to find the optimal relevance between the target text and source text.The translation strategies proposed under the guidance of Relevance Theory can effectively help translators find out optimal relevance in the process of translating Chinese advertisements into English to avoid pragmatic failures.

Paleomagnetism of Metamorphosed Sudbury Dykes, Canada: Relevance to a Theory of Crustal Shortening across the Grenville Collisional Orogen

The 1.235 Ga ESE-trending Sudbury dyke swarm cuts Paleoproterozoic to Archean rocks,but at its SE end becomes deformed and metamorphosed by the;Ga Grenville orogen,a result of collision between Laurentia

Translation of Puns in Advertisement from the Perspective of Relevance Theory

Since the Relevance Theory was developed in 1986, it has been applied to translation theories and practice by researchers. In a global economic background, advertisement translation practice has gained much attention from enterprises and consumers. As an important rhetoric means of advertisement, puns are faced with differences in language and culture, which makes it difficult to translate them between English and Chinese. This paper aims to analyze the translation of puns in advertisement through the application of Relevance Theory. Detailed examples will be given in order to maximize the benefit of advertisement broadcast and at the same time remain its creativity. It is a keen hope that this paper would be helpful to those advertisement translators.

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.

On Puns in English Advertisements--From the Perspective of Relevance Theory

Advertising is almost ubiquitous in today's society.In order to deliver the most effective information to the audience in alimited time and space,the advertisers pay more attention to the use of various language skills to promote sales,and puns are one ofthe most important means.Based on the Relevance Theory,this paper reveals the root cause of the successful communication of theadvertisement through the analysis of the audience's understanding of the advertisements with the pun.The first part of this paper mainly introduces the main concepts of Relevance Theory:the ostensive-inferential communication mod-el,cognitive context and the optimal relevance.The second part introduces the definition,features and functions of puns in EnglishAdvertisements.In the third part,based on the Relevance Theory,the paper analyzes the process of achieving the optimal rele-vance when the pun is regarded as an ostensive stimulus and combined with the cognitive context.Finally,the article concludesthat the use of puns in advertisements can achieve optimal relevance through such a cognitive process.

To Split or to Unify?-A Comparative Study on Functional Equivalence Translation Theory and Relevance Translation Theory

Functional equivalence,a focus in the translation studies,has been bombarded with numerous criticisms.Meanwhile,relevance translation theory,proposed by Ernst-August Gutt,offers a united theoretical framework for translation studies.The development of the translation theories does not rely on the appearance of a brand-new theory,but on the successful connection among various theories.To split or to unify,it is a question and it will direct the further development of translation studies.Analyzing the similarities and differences between these two theories,the author are striving for a unity of them and striking a better way to approach translation studies.

A Theoretic Study on the Translation Model from Relevance Theory

Relevance Theory holds that the language communication of human beings is an ostensive-inferential process of searching for relevance.Translation as a communication across language and culture,involves a dual process of communication among the source language author,the translator and the target language readers,during which the translator infers the communicative intention of the source language author,then by assessing the cognitive environments of the target language readers,makes the optimally relevant translation so that the translation can be equivalent in relevant aspects.

Relevance theory: the Cognitive Pragmatic Foundation of Code-switching

The paper will discuss the process of code-switching and its cognitive pragmatic motivation from the point of relevance.And code-switching is also regarded as a kind of communicative strategy.The process of the production of code-switching is also the cooperation and mutual constrain of communicator’s cognitive environment and ability.Cognitive effect can be obtained through communicator’s processing cognitive environment with their cognitive ability.In this process,the cooperation of cognitive ability and cognitive environment gives a guarantee to successful communication with code-switching.

Relevance Theory and Advanced Vocational College English Listening Comprehension

This thesis draws on Sperber and Wilson’s principle of relevance to expound listening comprehension is an ostensiveinferential process based on the cognitive context in searching for optimal relevance,thus to explore a range of effective suggestions and new thoughts.

Analysis of Iconicity Base on Relevance Theory

Iconicity as one of the very important research items of cognitive linguistics refers to the natural, non-arbitrary rela?tionship between form and meaning. The study of iconicity has great significance of revealing the relationship between concept and cognition and can help people better understand the essence of language. This paper presents an analysis of the three iconicity principles- distance iconicity,quantity iconicity and sequencing iconicity-base on the relevance theory. The purpose of this pa?per is to offer a new dimension to iconicity analysis and finding more connections between the form of language and real mean?ing.

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.

The Application of Relevance Theory to College English Reading Teaching

This paper expounds relevance theory and its principle. It also introduces the method to apply it to college English reading teachingto improve college students’ reading proficiency.

The Cognitive Mechanism of Humor―Based on Conceptual Blending Theory and Relevance Theory

Humor, as a form of interesting interaction, often appears in our daily life. The purpose of this paper is to explore the cognitive mechanism of humor. It is found that humor is dependent on people’s relevance and inference in their minds, and also on the conceptual blending with its emergent structure. The authors hold that these two theories are supplementary to each other;the combination has even more powerful interpretation about the workings of humor generation.

A Relevance-Theoretical Analysis of the Persuasive Powerin English Print Advertisements——A Case Study of a Long Advertisement from Reader's Digest

Based on the Relevance Theory established by Sperber & Wilson, this paper sets out to look into the persuasive power in a chosen advertisement and at the same time tries to render plausible explanations of the contextual effects that are inferred by the audience in the communicative process.

Relevance Analysis on the Distinctions between Chinese and American Advertising Languages

Advertising language is a special pattern of language, reflecting a nation's cultural background, lifestyle, and thinking pattern of people. Cultures in specific societies may also limit the advertising language.Under the framework of Sperber and Wil?son's"Relevance Theory", and with an aim of creating optimal relevance, this thesis analyzes advertising languages in China and America from the cultural perspective, comparing the distinctions from the dimensions of cultural psychologies and power dis?tance. It is hoped that in the creation and appreciation of advertisements in different languages, cultural factors can be taken into serious consideration.

An Analysis of Teacher Talk in College English Classroom from the Perspective of Relevance Theory

In the classroom interactive teaching activities, the problem posed by teachers is teacher′s utterance. Teacher talk is notonly a tool for teachers to implement teaching plans, but also determine the success or failure of classroom teaching, so it has beenthe focus of language teaching research for many years. In the process of classroom communication, teachers′discourse cannot bewell understood, sometimes the questions raised can not induce students′timely, relevant and clear answers, leading to communica-tion failure. How to make teachers′discourse more understandable and how to successfully put forward the principles of explicit-ness, relevance and the acquisition of contextual effects of relevance theory has a good explanatory power for some phenomena ofclassroom communication in foreign language teaching. According to the basic idea of Relevance Theory, through the analysis ofteachers′discourse examples, we can find the theoretical basis for successful classroom questioning.

Translating Metaphors in View of Relevance Theory

Metaphor consists of two parts:the object and the image,how to reveal the maximum similarity between the two is of great importance when doing transaltion.In light of Relevance Theory which emphasizes the maximum relevance out of the TT readers' minimum efforts to facilitate them with a better understanding.This paper will talk about three ways of translating metaphors in the view of Relevance Theory.

Implications of Relevance Theory to English Reading

Reading is a style of communication between reader and writer while relevance theory is a new approach to communi cation.Based on relevance theory,we can paraphrase reading as followings:reading comprehension is a process of communica tion between reader and writer;a process of making inference from the ostensive-inference communication;a process of seeking optimal relevance on the part of the reader.

Relevance Theory in Translation of Film Subtitle

As a special type of language transfer,subtitle serves as the bridge linking the original language and the target language for audience and supplies explicit and implicit information to the audience by audio and visual ways.By using Sperber and Wilson’s Relevance Theory to support and analyze the film subtitles’translation,we can find that the subtitles should create optimal relevance in translations to guarantee target audience that they could not only acquire basic information,but also obtain contextual effects adequately.Therefore,by applying relevance theory,this paper discusses the pursuit of optimal relevance in subtitle translation.