关联理论视角下的科技广告翻译  

Technical advertisement translation on the perspective of relevance theory

作　　者：张文英[1] 孙雄刚[1] 

机构地区：[1]哈尔滨理工大学外国语学院,黑龙江哈尔滨150040

出　　处：《US-China Foreign Language》2007年第10期24-27,共4页美中外语（英文版）

摘　　要：广告的目的是介绍和推销新的科技产品和技术。作者运用Victor Shklovsky提出的“陌生化”理论，以及Sperber和Wilson的关联理论，以科技产品广告口号为例，提出：在翻译科技广告口号时，要适当设置一些陌生化的语言，以打破广告受秉的习惯性接受方式，使受秉产生新鲜感、奇异感和生疏感，以延长受泉封广告的关注时间，从而达到源语言与目标语言之间的最佳关联。The purpose of advertisement is to introduce and promote the new product or technology. In the light of the ＂defamiliarization＂ theory proposed by Victor Shklovsky, the tension theory in physics as well as the relevance theory proposed by Sperber and Wilson, taking some slogans of scientific products as an example, the author argues that unfamiliar languages should take place of the familiar ones intentionally in order to gain the freshness, strangeness as well as unfamiliarity in a completely unconventional way that the addressee get used to. In the opinion of the author, unfamiliar language can make the addressee spend more time on the advertisement and comprehend much better of it, so that the optimal relevance between the source text and the target one is obtained.

关 键 词：最佳关联 陌生化 科技广告翻译 

分 类 号：H315.9[语言文字—英语]