On-English-Ads-Translation-from-the-Perspective-of-Relevance-Theory英語專業(yè)論文

PAGEPAGE29中國某某某某學(xué)校學(xué)生畢業(yè)設(shè)計(論文)題目:OnEnglishAdsTranslationfromthePerspectiveofRelevanceTheory姓名：00000000班級、學(xué)號：00000班、000000號系(部)：經(jīng)濟(jì)管理系專業(yè)：商務(wù)英語指導(dǎo)教師：0000000開題時間：2009-4-10完成時間：2009-10-202009年10月20日目錄畢業(yè)設(shè)計任務(wù)書…………………1畢業(yè)設(shè)計成績評定表……………2答辯申請書……………………3-5正文……………6-31答辯委員會表決意見……………32答辯過程記錄表…………………33課題OnEnglishAdsTranslationfromthePerspectiveofRelevanceTheory課題(論文)提綱Ⅰ.引言1.1研究目的及意義1.2國內(nèi)外研究現(xiàn)狀Ⅱ.理論框架2.1簡介關(guān)聯(lián)理論2.1.1關(guān)聯(lián)理論的推理本質(zhì)2.1.2關(guān)聯(lián)原則2.2關(guān)聯(lián)理論的翻譯方法Ⅲ.從關(guān)聯(lián)理論來看英語廣告翻譯3.1英語廣告翻譯的目的3.2英語廣告翻譯的本質(zhì)3.3關(guān)聯(lián)理論視角下的廣告翻譯3.3.1廣告翻譯的策略3.3.2廣告翻譯實例分析Ⅳ.結(jié)論二、內(nèi)容摘要廣告是一種特殊的交際文體，具有明確的商業(yè)目的。因此，廣告翻譯的譯文只有符合受眾的語言特點(diǎn)、文化習(xí)慣、，才能激發(fā)消費(fèi)者的購買欲望。英語廣告翻譯的目的是追求譯文達(dá)到最大的語境效果，實現(xiàn)達(dá)到有效宣傳產(chǎn)品，提高銷量的目的。目前，對于廣告翻譯的理論研究，相對滯后。因此，本文擬用關(guān)聯(lián)理論來分析英語廣告的翻譯，目的是分析英語廣告翻譯的實質(zhì)，并且試圖構(gòu)建基于關(guān)聯(lián)理論的翻譯模式，以期指導(dǎo)譯者進(jìn)行英語廣告漢譯時靈活地選擇翻譯策略。本研究對于中國的翻譯教學(xué)和譯者的翻譯實踐提供了一些啟示。但其還具有一定局限,所以對未來相關(guān)研究的方向提出了建議。關(guān)鍵詞：英語廣告；廣告翻譯；關(guān)聯(lián)理論三、參考文獻(xiàn)[1]Gutt.Ernst.August(2004)RelevanceandTranslation.cognitionandcontext［M］Shanghai.ShanghaiForeignLanguageEducationPress.[2]Nord.Christiane(1996)TranslatingasaPurposfu1Activity.［M］Manchester.St.JeromePublishing.[3]Ramos.F.Y(1998)ADecadeofRelevanceTheory.［J］JournalofPragmatics(30).247-262[4]Tanaka.K.(1994)AdvertisingLanguage.ApragmaticapproachtoadvertisementsinBritainandJapan［M］London.Routledge.[5]Wilson,Deirde.(1998)Discourse.CoherenceandRelevance.AReplytoRachelGina.［J］JournalofPragmatics(29).57-74[6]劉衛(wèi)東.田貴森.廣告翻譯的最佳關(guān)聯(lián)策略［J］.廣西社會科學(xué).9（2005）.156-159[7]孟建剛.關(guān)聯(lián)理論對翻譯標(biāo)準(zhǔn)的解釋力［J］.中國科技翻譯.1(2001).9-11[8]潘莉.從關(guān)聯(lián)理論角度解讀廣告翻譯中的變通［J］.山東外語教學(xué).6(2003).78-87[9]張景華.辨證性—關(guān)聯(lián)理論的翻譯本體論闡釋［J］.天津外國語學(xué)院學(xué)報.1(2005).8-14[10]趙彥春.關(guān)聯(lián)翻譯理論對翻譯的解釋力［J］.現(xiàn)代外語,3(1999):273-295OnEnglishAdsTranslationfromthePerspectiveofRelevanceTheory000000Abstract:Asaspecialcommunicativetext,advertisementhasitsdefinitecommercialaims.Therefore,thetranslatedadvertsaresupposedtocatertothetargetaudienceintheirownlanguageandculturalbackground,whichcaninspiredtheirdesiresforpurchase.Theaimofadtranslationistoaccomplishthecommunicativeintentionoftheoriginaladvertiserandyieldadequatecontextualeffectsinthetargetenvironment,whichistopersuadethetargetaudience(consumers)topurchasetheadvertisedproductsorservices,ortofollowtheadviceinthead.Amongthecurrentstudiesonthisproject,mostofthemdugintotheprosandconsofspecifictranslationstrategies,butfailedtofindoutanoverallguidingtheoryforthegeneraladvertisingtranslationpractice.Therefore,thepresentstudymakesexplorationsoftheadstranslationfromEnglishtoChinese(abbreviatedasE-Ctranslationofads)withintheframeworkofRelevanceTheory,withahopetoanalyzethenatureofadtranslation,anddevelopatheoreticalmodelcoveringthewholeprocessofE-Ctranslationstrategies.MeanwhilethepresentresearchislikelytohelpusunderstandandappreciateadvertisinglanguageandcontributetoEnglishteachingandlearninginChina,butthestudywithlimitationoftheresearchandsuggestionforfutureresearch.Keywords:Englishadvertisement；Advertisementtranslation；RelevanceTheoryⅠ.IntroductionGlobalizationoftheworldeconomyhassingledoutadvertisement(hereafterabbreviatedasad)inthebusinessworld.TherapidspreadofEnglishadsinworldmarkethasinitialedalotoftranslationstudiesonitintheacademia,whichhasalwaysbeenahottopicinthetranslationofpracticalEnglish.Thepresentchapter,firstofall,introducesthepurposeandthemeaningofthisresearch,andthenreviewssomeprevioustranslationtheoriesaswellassomerelevantpreviousstudiesconductedbyChineseresearchers.1.1ThePurposesandtheMeaningofthisStudyReviewoftherelatedexistingliteratureofboththeoriesandresearchesshowsthatbothWesternandChineseresearchershavecontributedalottothestudyofthetranslationofEnglishads.Buttheystillhavetheirrespectiveproblemsandweaknesses.InChinatheoreticalstudyonthetranslationofEnglishadsisstillrelativelyretardant.Therefore,thethesisattemptstoconductastudyonE-CtranslationofadswithintheframeworkofRT,andittriestoanswerthefollowingquestions:(1)WhatisthetranslationofEnglishadsinnature?(2)HowtodevelopatheoreticalmodelcoveringthewholeprocessofEnglishadtranslationwhichcanhelptranslatorstochooseappropriatetranslationstrategies.SincethepresentstudyisconductedwithintheframeworkofRT,theconceptsofRTadoptedinthisresearchwillbeintroducedinchapterTwo.UsingRTtostudyE-Ctranslationofadshasboththeoreticalandpracticalsignificance.Theoretically,ittestifiestheapplicabilityofRTintranslation,whichispropitioustoconductstudiesonthetranslationofsomeothertypesoftexts.MeanwhilethepresentresearchislikelytohelpusunderstandandappreciateadvertisinglanguageandcontributetoEnglishteachingandlearninginChina.1.2PreviousResearchesontheE-CTranslationinDomesticandAbroadTranslationisarathercomplexandyetafascinatingtask.Sincethe1990sresearchesonthetranslationofadvertisingmaterialshaveincreased,alongwiththeadventofglobalization(Liu&Tian,2005).ManyscholarshomeandabroadhavetriedtoconductresearchesonthetranslationofEnglishadsfromdifferentperspectives.Inthe1950sand1960s,linguistictheoryoftranslationbecamedominantinWesterncountriesandthelinguisticapproachesbasicallyregardtranslationasacodeswitchingoperation.Atthebeginningofthe1970s,thefocusshiftedfromthewordorphrasetothetextasaunitoftranslation.ThetheoryisrepresentedmainlybyEugeneNida’s“equivalence”principle.Functionalistapproachtotranslationemergedinthe1970sinGermanyintherepresentativeofVermmeer’sSkopostheorie(1989).BecausetheadvocatorsofthisapproachareGermanscholars,itisalsocalled“Germanschooloffunctionalism”.OverseasadvertisingofconsumerproductsandserviceshasappearedinChinesemarket,whichdrawsmoreattentionfromChinesescholars.AdtranslationdidnotbegintocatchChinesescholars’attentionuntiltheearly1990swhenitstillappearedratherprimitivealongwiththeprematureadvertising(Li&Ma,2005).Asfortranslationstrategies,Chinesescholarsjustadviseoneortwototheaudienceandusemanyexamplestoprovetheirsuggestion.Forexample,Zhang(2003)considersthatadvertisementtranslationisaprocessoflanguagetransferringandculturalexchange,andmanyadvertisementtranslationsnowadaysdonotconveytheexactmeaningandculturalconnotations,whichleadstothefailureandmisunderstandingoftheoriginaladvertisements.Sheanalyseshowculturaldifferenceinfluencestranslationofadvertisement,andputsforwardseveraleffectivetranslationmethodsfromtheperspectivesoflanguage,socialcustomsandpurchasingpsychology.Zhong(2004)proposesliteraltranslationandfreetranslationasthetranslationstrategiesforadvertisingtranslation.Tosumup,mostofthemaretryingtoaddresshowtotranslateEnglishadvertisementsintoChinese,whilenoneofthemattemptstoanswerwhytochoosethesestrategiesnotothers.ReviewoftherelatedexistingliteratureofboththeoriesandresearchesshowsthatbothWesternandChineseresearchershavecontributedalottothestudyofthetranslationofEnglishads.Buttheystillhavetheirrespectiveproblemsandweaknesses.II.TheoryFrameThischapterwillconcentrateontwomajorissues:onepartdealswithRT,thetheoreticalfoundationsofthestudy,inwhichtheinferentialnatureofRTandtheprincipleofrelevancewillbeintroduced.TheotherpartfocusesontheRTapproachtotranslation.2.1AnIntroductionofRelevanceTheoryRTisanewapproachtocommunicationandcognitivepragmatics,however,RThasbeensuccessfullyappliedtotranslation(Romos,1997).ThefollowingsectionsareabouttheoutlineofmainassumptionsofRT.2.1.1TheInferentialNatureofRelevanceTheoryAccordingtoSperberandWilson(2001),humancommunicationisanostensive-inferentialprocesswhichisdefinedasfollows:Ostensive-inferentialcommunication:thecommunicatorproducesastimuluswhichmakesitmutuallymanifesttocommunicatorandaudiencethatthecommunicatorintends,bymeansofthisstimulus,tomakemanifestormoremanifesttotheaudienceasetofassumptions.Thecommunicatorandaudienceareassignedtodifferenttaskstomakeasuccessfulcommunication.Onthespeaker’spart,heissupposedtomanifesthisintentions’whileonthehearer’spart,heissupposedtoinfertheintentionsbehindthiscodedmanifestness.SperberandWilson(2003)proposethattheintentionswhichthecommunicatorintendstomanifestconsistofcommunicator’sinformativeandcommunicativeintention.Acommunicatorwhoproducesanostensivestimulusistryingtofulfilltwointentions,theinformativeintention,‘makemanifestormoremanifesttotheaudienceasetofassumptions;second,the`communicativeintention,‘tomakeitmutuallymanifesttoaudienceandcommunicatorthatthecommunicatorhasthisinformativeintention’(Sperber&Wilson,2001).InRT,informativeintentionarenotofthesameimportanceincommunication.Understandingisachievedwhenthecommunicativeintentionsarefulfilled,namely,whentheaudiencerecognizesthecommunicativeintention.Oncethecommunicator’scommunicativeintentionisrecognizedbytheaudience,thecommunicationsucceeds.Thepurposeofinformativeintentionistoillustratetheaudience’scommunicativeintention,namely,therealaimofthespeaker’smanifestedactistoarousethereactionofaudiencetohiscommunicativeintention.2.1.2ThePrincipleofRelevanceInaccordancewithRT,therearetwoPrinciplesofRelevance:theFirst(theCognitive)PrincipleandtheSecond(theCommunicative)Principle(Sperber&Wilson,2001).Cognitiveprincipleofrelevance:Humancognitiontendstobegearedtomaximizationofrelevance.Communicativeprinciplesofrelevance:Everyutterance(oreveryactofostensivecommunication)communicatesapresumptionofitsownoptimalrelevance.ItfollowsfromtheCognitivePrincipleofRelevancethathumanattentionandprocessingresourcesareallocatedtoinformationthatseemsrelevant.ItfollowsfromtheCommunicativePrincipleofRelevancethataspeaker,bytheveryactofaddressingsomeone,createsanexpectationofoptimalrelevance.Anutteranceisoptimallyrelevantwhenitisrelevantenoughtobeworthprocessing,andis,moreover,themostrelevantutterancethatthespeakeriswillingandabletoproduce(Sperber&Wilson,2001):Optimalrelevance:Anutteranceisoptimallyrelevantif,andonlyif:(a)Itisatleastrelevantenoughforittobeworththeaddressee’sefforttoprocessit(thatis,itprovidesadequatebenefitstotheaddressee)(b)Itisthemostrelevantone(oritenablestheaddresseetofindwithoutunnecessaryeffortthemeaningintendedbythespeaker)compatiblewithspeaker’sabilitiesandpreferences.Itisthisclaimtooptimalrelevancethatguidestherecipientinidentifyingthespeaker-intendedcontextforagivenutteranceinthefollowingway.Itmakestherecipientexpectthatthecontextualinformationneededforthecorrectinterpretationisreadilyaccessible.Hencetherecipientbeginstheinterpretationprocessfrominformationmostreadilyavailabletohimatthattime.Furthermore,Hewillassumethat,whencombinedwiththerightcontext,theutterancewillyieldaninterpretationthatisworththeeffortinvestedinprocessingit.Ontheseassumptions,therecipientwillproceedwiththeinterpretationprocessuntilhearrivesataninterpretationthatfulfilsbothconditions:itisderivablewithoutunnecessaryeffortandyieldsadequatecontextualeffects.Inotherwords,theclaimtooptimalrelevanceleadsthehearertoacceptthefirstinterpretationconsistentwiththeprincipleofrelevanceastheright,thatis,thespeaker-intendedinterpretation.Thus,thesearchforoptimalrelevanceguidesthehearernotonlytothespeaker-intendedcontextbutalsotothespeaker-intendedinterpretation.2.2RelevanceTheoryApproachtoTranslationIn1991,ErnstGuttwroteabookentitledTranslationandRelevance:CognitionandContext,inwhichhedevelopedRTinpragmaticsand19expoundeditsapplicationtotranslation.ThesignificanceofapplyingRTtotranslationliesinitsexplicitemphasesonthestudyofthementalprocessofthetranslatorandtheadequatecontextualeffectsinthesourcetextandthetargettext(Mackenzie,1994).TheapplicationofRTentailsthattranslationisseenaspartofcommunication.Thesuccessfulcommunicationrequiresconsistencywiththeprincipleofrelevanceand,aspartofthat,theuseoftherightcontextualinformationwhenprocessingtheutterance.Theassignmentofaparticularactofcommunicationtosomecategorycanbeofhelpwiththis,butitisnotanecessaryconditionforcommunicativesuccess,becausethecommunicatorcaninformhisaudienceofintroductoryremarks,commentsorthelikeinotherways.(Dahl,1998).Whenthereisanydoubtwhetherthetranslator'snotionoftranslationissufficientlysimilartothatheldbytheaudience,hewoulddowelltostateclearlyatanappropriateplacehowhehasunderstoodthetaskasatranslator.Asoneformofcommunication,translationisprimarilyanostensive-inferentialcognitiveprocess;theobjectoftranslationstudiesisthementalmechanismofpeopleascommunicators.ThetwobasicclaimsofRTappliedintranslationdeclarethatunderthesamecondition,thegreaterthecontextualeffects,thegreatertherelevance;thegreatertheeffortneededtoderivethem,thelowertherelevancewillbe.Sotheoptimalrelevanceisthetranslator'saimandthetargetreaders'expectation.RTconsiderstranslationas"inter-lingualinterpretiveuse"(Gutt,2001).Usuallylinguistsdefinetranslationasaprocessoftransformingsignsorrepresentationsintoothersignsorrepresentations,andtranslationisbasically20seenasacode-switchingactivity.WithinRT,translationisanalyzableasavarietyofinterpretiveuse:thetranslatorproducesatarget-languagetext,thetranslation,withtheintentionofcommunicatingtotheaudiencethesameassumptionsthattheoriginalcommunicatorintendedtoconveytotheoriginalaudience.Thatistosay,atranslationshould"communicatethesameinterpretationasthatintendedintheoriginal,whichmeansthatitshouldconveytothereceptorsallandonlythoseexplicaturesandimplicaturesthattheoriginalwasintendedtoconvey"(Gutt,2004).Explaininghowandwhytranslationworkisconcerned,RTprovidesafairlyexplicitaccountoftranslationsasinstancesoftheinterpretiveuseoflanguageacrosslanguageboundaries,anditdoessowithoutneedingtointroducetheoreticalnotionthatwouldpresupposeadefinitionoftranslation.Thecentralconceptsalreadyexistinthetheoryapartfromtranslation.Thisrelevance-theoreticaccountmaybeseentothrownewlightonthecentury-olddebateofliteralversusliberaltranslation:Itispossiblethatthenotionsofdirectandindirecttranslationspellouttheintuitionsunderlyingthesetwotraditionalnotions.Theaccountgivenhereisalsoexplanatoryinthatitexplainswhytranslationoccursatall:itoccurswhereconsistencywiththeprincipleofrelevancerequiresthattheutterancerepresentinganotherutterancebeexpressedinalanguagedifferentfromthatoftheoriginal.Thetranslatorthuscanchooseappropriatetranslationstrategiestofulfillthepurposethesourcetextincross-culturaltranslation,andworkoutsatisfactoryresult.III.AnalysisE-CtranslationofadsbasedonRelevanceTheoryAsismentionedabove,RTregardscommunicationasanostensive-inferentialprocess.Asoneformofcommunicationtranslationisprimarilyanostensive-inferentialprocess,andtheobjectoftranslationstudiesisthementalmechanismofpeopleascommunicators(Gutt,2004).Therefore,inaccordancewiththoseassumptionsofRT,thischapterwillfocusontheanalysisofChinesetranslationofEnglishadsfromtheperspectivenatureoftranslationaims,translator’sinferentialroleandthecommunicativenatureoftheadstranslation,withanattemptofconstructingaRT-basedmodelforE-Ctranslationofads.3.1TheAimofE-CTranslationofAdsInRTapproach,translationofEnglishadsisatypeofpragmatictranslationaimingattheadequatepragmaticeffectsofthetargettext,namely,adequatecontextualeffectsofthetranslatedadinthetargetenvironment.Pragmaticeffectsisnotastatic,result-orientedconceptdescribingarelationshipof“equalcommunicativevalue”betweenthesourceandtargettextsor,onlowerranks,betweenwords,phrases,sentences,syntacticstructuresandsoon..AswhathasbeendiscussedinChapterTwo,thepurposeofadvertisingistopersuadetheaudiencetopurchasetheadvertisedproductsandservices,orfollowthesuggestions.Thustheadequatepragmaticeffectsofthetargettextinadtranslationisthatthetranslatedversionisoptimallyrelevanttothetargetaudienceattheirminimalprocessingeffort,fulfillsthepersuasivefunctioninthetargetenvironment,andlurethetargetaudiencetotakeaction.3.2TheNatureofE-CTranslationofAdsFeaturingacommunicationprocessinvolvingtwolanguages,advertisingtranslationconsistsoftworoundsofcommunicationinwhichthreeparitiesareinvolved.Theadvertiserandthetranslatormakeupthefirstroundofcommunicationinwhichthetranslatoractsasanaudience.Thesecondroundofcommunicationinvolvesthetranslatorasthecommunicatorandthetargetconsumerastheaudience.Asmentionintheabovesectionthatcommunicationisofostensive-inferentialnature,advertisingtranslationcanalsobeattributedtothisnature.Inthissense,translationofEnglishadsisanactofostensive-inferentialinter-lingualinterpretationofsourcetextofadvertisement.Throughthefirstroundofostensive-inferentialcommunication,thetranslatorobtainstheadvertiser’sintentionsbehindhisostensivestimuli,inthiscase,theoriginaladvertisement,bysearchingforrelevance.Inthesecondroundofcommunication,thetranslatortriestomanifesttheintentionhehasobtainedfromthesourcetexttothereaderofthetargettextthroughhistranslation.Fromtheoriginaladvertiser’spointofview,translationofview,translationofEnglishadsismainlyanostensiveact:heincorporateshisintentionsintothesourcetextinamanifestandclearwayforthereader’scomprehension;whilefromthetranslator’spointofview,translationismainlyaninferentialact:heshouldinfertheoriginaladvertiser’sintentionsfromtheostensiveevidenceandpresupposesthetargetaudience’scognitiveenvironmentbeforeproducingtheappropriatetranslationthatcanconveytheadvertiser’scommunicativeintention.Onlythroughinferringcanheaccomplishthetwostepsintranslation:understandingandtransforming.Inordertogettherightunderstandingofthesourceadvertisement,thetranslatorshouldfirstobtaininformationfromcommunicativecluesarisingformsemantic,syntacticandphoneticlevels,searchtheoptimalrelevancebymakinginferenceagainsthiscognitivecontextandfinallygetacrosstheadvertiser’scommunicativeintentionandachievethecorrectunderstanding(Gutt,2004).Nowlookthesecondstep—transforming.Beforetranslating,thetranslatorshouldknownwhetherthetargetconsumershavethesamecognitivecontextasSL(sourcelanguage)audience,andwhetherthecontextualassumptionwhichtheoriginaladvertiserwantstoconveytotheSLreaderactuallyexistsinthetargetreader’scontextualcontextandwhethertohaveaccesstothecontextualassumptionneedmucheffort.Thetranslatorshouldmakerightassumptionabouttargetreader’scognitivecontextbeforehecanchoosethecorrectlanguagecodetotranslate.Therefore,thisprocessisalsoaninferentialoneinsteadofasimple“encoding”one.ForabetterunderstandingoftheinferentialnatureofE-Ctranslationofads,takethefamousNescafe’sadvertisementforexample:(1)ST:It’sthetaste!TT:味道好極了！(Source:/wei_Ming/9/7/1.htm)TheaboveadvertisementhasmadegreatimpressiononChineseconsumers.Thesuccessoftheadvertisement,tosomeextent,ascribestotranslator’singeniousrenderingof“it’sthetaste”into“味道好極了”inChinese.Atafirstglance,itseemsthatthemeaningoftheoriginalEnglishadvertisementisnotdetermined,as“thetaste”isnotspecifiedinthesourcelanguageandmaybeinterpretedasgoodtasteorbadtaste.Thenhowtounderstandtheoriginaladvertiser’srealintendedmeaning?Inferring,ofcourse,hasanimportantroletoplayhere.Thetranslatoratfirstaccessedhiscognitiveenvironmentandactivatesthefollowingcontextassumptions:(a)TheEnglishadvertisementisasloganforadrink.(b)InthisEnglishadvertisement,only“positiveandperfect”informationabouttheproductisinthepositiontopersuadetheconsumerstotaketheactionsforapurchase.(c)Negativeinformationabouttheadvertisedproductcannotbeexpectedtopersuadetheconsumers.AlltheassumptionsaboveconstitutethecognitivecontexttoprocesstheST,andthiscognitiveprocessthenyieldsthecontextualeffectbysearchingforrelevancebetweentheSTandtheabovethreeassumptions,namely,thetasteherereferstogoodtaste.HenceacorrectunderstandingoftheSTisachievedbythisinferentialprocess.Thenthetransformingtaskcomes.HowtorenderthissloganintoChinese?Aswehaveanalyzedabove,thetranslatorissupposedtoinferthetargetreader’scognitiveenvironmentbeforetranslation.Inthiscase,itistheChineseconsumer’scognitiveenvironment.FormostChinese,onlypositiveinformationabouttheproductexpressedindirectwayisacceptabletotheirmindwhenitcomestoadvertising.So,inordertomakehistranslationpersuasive,thetranslatorshouldnotrendertheSLtextinaliteralway“是這個味道!,whichcannotbeappealingtoChineseconsumers.Thetranslatorshouldmakealittlechangebyaddingsomepositiveandemotionalwordsinhistranslation,whichmighthelptocreatetherelevancenecessaryfortargetreader’scomprehensionandacceptanceoftheadvertisement.So,thetranslatorsuppliestheomittedinformationintheoriginalcopyandrendersitinto“味道好極了！”(Thetasteisfantastic!).ThusmakestheadvertisingtranslationsopowerfulandappealingtoChinesereaders.Throughtheaboveanalysis,wecanendthissectionbydefiningtranslationofEnglishadsasanactofostensive-inferentialinterpretationofthesourcetextofadvertisement3.3ARelevanceTheory-BasedModelforE-CTranslationofTranslationofEnglishads,viewedinrelevancetheoreticconcepts,isessentiallyanactofostensive-inferentialinterpretationofthesourcetext.ThetranslationasacommunicationprocessinvolvestheSTcommunicatorandtheTTaudiencewhocannotcommunicatedirectlywitheachotherbecauseofthelanguagebarrierandhavetodependonthetranslator.Therefore,withthetranslatoractingasabridgebetweenthem,thetranslationprocesscanbefurtherdividedintotwosub-communicationswhichinvolvetwodifferentgroupsofcommunicativepartners.Inthesetworoundsoftheostensive-inferentialprocessesthetranslatorhastwosuccessiverolestoplay:Inthefirstroundofostensive-inferentialprocess,heactsasanaudience,tryingtogetaproperunderstandingofthesourcetextbyinferringtherelevancebetweenthetextandhiscognitiveenvironment;inthesecondroundoftheostensive-inferentialprocess,hechangestoactasacommunicator,tryingtomanifesttheinferredcommunicativeintentiontoTTaudiencebyinferringtheircognitiveenvironmentandchoosingtheproperostensivestimuli.ToexploretheefficiencyofthetranslationmodelbasedonRT,wewillanalyzethetranslationstrategiesguidedbythemodel.3.3.1TheStrategiesofAdsTranslationSometranslationstrategiesavailabletothetranslatorguidedbythetranslationmodelwillbeexpoundedasfollows.(1)Whenadvertisingslogansandtitleswithsimplesentencestructureandclearwhileuniversallyeasilyunderstoodmeaning,andtechnicalgoods,consumercommoditiesandofficeequipmentwherefactualinformationabouttheproductneedstobeacknowledged,theadvertisingtranslatorshouldemployliteraltranslationstrategybecauseitcouldhelptoachievetheadvertiser’scommunicativeinformation.(2)AccordingtoRT,ifatranslationoftheadvertisementcanrealizethepurposeofpersuading,wecansaythetranslatorsdidafairlygoodjobratherthanexaminehowmuchit'sfaithfultotheoriginal.Indeed,ifproperlyused,liberaltranslationisapowerfultoolforadvertisingtranslatorstoachieverelevantadvertising.(3)GuidedbyRTapproachtoadtranslation,inordertoobtainpragmaticeffectsandfulfilltheintentionoftheadvertiser,sometimestheformorcontentofthesourcetextneedtochangegreatlytocatertotheculturalenvironmentandlanguageconventionofthetargetaudience,andadaptationisadoptedbytranslatorsonsuchoccasions.WhichoneisthemostappropriatestrategyforthetranslationofEnglishads?Theansweristhatifthestrategycould,tothelargestextent,helpthetranslatorachievethepersuasivepurpose,itwillbethemostappropriateone,thatis,itismeaninglesstoargueonwhichstrategyisthebest.3.3.2TheCaseStudyofAdsTranslationThetranslationmodelproposedaboveisnowillustratedintheanalysisofthetranslationofthefollowingEnglish-Chinesetranslationofadvertisement.(1)ST:ChallengetheLimits.TT:挑戰(zhàn)極限。(SAMSUNG三星)(Source:)(2)ST:Obeyyourthirst.TT:服從你的渴望。(Sprite雪碧)(Source:)TheEnglishadsof(1),(2),aretwoclassicadvertisingslogans.Thesentencestructuresaresimpleandrhymed.ItseemsthatthetranslatedsloganstendtohavebeenassimilatedintotheChineseculture.Inotherwords,theadvertisingpurposeiswellachievedthroughtranslation.Wecouldeasilytellthetranslationstrategyemployedinthesetwoadvertisementsisliteraltranslation.(3)ST:Arriveinbettershape.TT:翱翔萬里，神采飛揚(yáng)。(Source:.tw/12k)TheChineseversionadaptstothe