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.

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.

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.

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.

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.

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.

On the Application of Relevance Theory to Reading Comprehension Test in PRETCO-A

Reading is a complex process of communication between writer and reader.Relevance theory proposes that communication is an ostensive-inferential process from the cognitive perspective.The thesis studies the English reading teaching approach for higher vocational students and applies it to the question type of reading comprehension test in PRETCO-A.It proposes three research questions in view of actual condition of teaching English reading.By the questionnaires and tests,the relevant data are collected,analyzed and discussed.Three research results are proved to be effective in reading teaching.

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.

An Exploration of the Applications of Relevance Theory to CET-4 Listening Comprehension Teaching

The paper introduces relevance theory and explores the application of relevance theory to CET-4 listening comprehension teaching, especially the teaching of CET-4 listening comprehension in the first section whose test format is multiple choice question, simplified as MCQ.

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.

Translation of Address Terms in Hongloumeng Through Relevance Theory

Translation of address terms is a very significant part in the translation of literary works.Yet the agreement on how to do their translation has not been settled.This thesis will make a detailed comparison of the translation of address terms in the extracted examples from Hongloumeng from the perspective of relevance theory(RT).It is believed that address terms are closely context-and culture-bounded,so there is no settled results for the translation of a particular address term.But the there are general rules to direct their translation from the perspective of RT by focusing on the context and the writer’s intention.

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

Application of Register Theory to English Translation of Fortress Besieged

Recently,register theory,one of the most important theories of systemic functional grammar,has been received scholars’more and more attention and widely applied into translation,which brings a new perspective for translation research and provides a reasonable and scientific way of evaluating.Fortress Besieged,written by Qian Zhongshu,contains rich content,uses special language,and adopts unique writing technique skills,which can be called the literary classic.The paper combines register theory with translated literary work and explores the equivalence of Fortress Besieged in the process of translating from field,tenor,and mode of discourse to achieve translation equivalence as much as possible,which can improve translation quality and promote the spread of Chinese culture.

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.

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.