Advertisement Translation from the Perspective of Relevance Theory

DOI

10.2991/icesame-16.2016.192How to use a DOI?

Keywords

Advertising English; Relevance Theory; Advertising translation; Translating strategy

Abstract

Widespread advertisement has become an indispensable part of our daily life in this highly commercialized world. With the acceleration of economic globalization and increasingly open economic policy in China, more foreign companies come to China and more national enterprises step their feet in other countries. Under this circumstance, advertising translation has become an important part of translation. With the constant disputes among traditional translation criteria, the criterion of advertising translation has become very ambiguous and uncertain. Therefore, this thesis abandons the traditional translation theories such as "faithfulness, expressiveness, elegance", "dynamic functional equivalence theory" and adopts Relevance Theory, an uprising pragmatic theory, to guide the advertising translation. It intends to reexamine the process of translation with the help of Relevance Theory and tentatively put forward feasible translating strategies to guide the translators.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lei Yang
PY  - 2016/03
DA  - 2016/03
TI  - Advertisement Translation from the Perspective of Relevance Theory
BT  - Proceedings of the 2016 International Conference on Education, Sports, Arts and Management Engineering
PB  - Atlantis Press
SP  - 875
EP  - 878
SN  - 2352-5398
UR  - https://doi.org/10.2991/icesame-16.2016.192
DO  - 10.2991/icesame-16.2016.192
ID  - Yang2016/03
ER  -