关联—顺应视角下的广告标语翻译研究  

The Relevance-Adaptation Approach to the Translation of Advertisement Slogans

作　　者：王雪莹[1] 

机构地区：[1]天津外国语大学英语学院,天津300204

出　　处：《天津外国语学院学报》2010年第5期41-43,共3页Journal Of Tianjin Foreign Studies University

基　　金：天津市哲学社会科学研究项目"社会学视阈下翻译的文化建构功能研究"(TJYW08-1-045)

摘　　要：关联理论认为,语言交际是明示—推理的认知过程,以寻找话语与语境的最佳关联为目的。语用顺应理论从社会、文化、认知的角度寻求语言的顺应。广告标语的翻译追求原文与译文的功能对应,其中涉及社会、文化、认知等因素。关联—顺应模式是将关联理论和顺应论契合,从语言的认知功能探究广告标语的翻译如何动态地顺应目的语语言。Relevance theory holds that communication is an ostensive - inferential cognitive process to achieve the optimal relevance. Adaptation theory focuses on the adaptation of language from the perspective of cognition, society and culture. The translation of advertisement slogans tries to achieve functional equivalence between the original and translation with the influences of society, culture and cognition. Relevance -adaptation model combines relvance theory and adaptation theory to explore the dynamic adaptation to the target language in the translation of advertisement slogans.

关 键 词：广告标语 翻译 关联-顺应模式 动态顺应 

分 类 号：H315.9[语言文字—英语]