从最佳关联性看广告翻译的效度  

Optimal Relevance to the Validity of Advertisement Translation

作　　者：朱燕[1] 

机构地区：[1]湖南人文科技学院外语系,湖南娄底417000

出　　处：《四川外语学院学报》2007年第4期100-104,共5页Journal of Sichuan International Studies University

摘　　要：根据关联理论,广告翻译是对原语进行阐释的动态的明示—推理过程,关联性是实现广告功能语言交际过程中一个至关重要的因素。广告翻译的效度受认知语境的影响,但取决于相关因素间的趋同度。提高广告翻译效度最有效的策略是在目的语中寻求语言表达、文化形象和语篇范式以及信息内容等方面的最佳关联性。According to relevance theory, the advertisement translation can be defined as a dynamic process of ostensive-inferential interpretation. Relevance is a very important factor in the course of linguistic communication of achieving the advertising functions. The validity of advertisement translation is influenced by cognitive contexts, but it is relative to the degree of convergence between the relevant factors. To improve the validity of advertisement translation the most effective strategies are seeking the optimal relevance of linguistic expression, cultural images and canonical form as well as information content of the discourse.

关 键 词：关联理论 广告翻译 效度 最佳关联性 

分 类 号：H059[语言文字—语言学]