on ce translation of shanghai expo from the perspective of relevance theory

《on ce translation of shanghai expo from the perspective of relevance theory》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

南昌大学硕士学位论文OnC--ETranslationofShanghaiExpofromthePerspectiveofRelevanceTheory姓名：何萍申请学位级别：硕士专业：英语语言文学指导教师：赖袆华20120608 摘要随着我国改革开放的不断深入和发展，我国的对外交流和宣传工作越来越重要；对外宣传的汉英翻译水平如何将直接影响和体现一个地方和区域的对外交流水平和人文环境建设。在翻译过程中，如果译者不关注目标语读者的认知方式和文化差异，对原文进行不当翻译，其外宣效果将大受影响。如何完善翻译水平提高外宣效果，本文以2010年上海世博会唯一指定的官方杂志～《上海世博》为例，从关联理论的视角对其外宣翻译策略进行研究。2010年上海世博会的主题是“城市让生活更美好’’，而“促进人类社会的交流融合和互相理解"则是《上海世博》的主要办刊目的，作为该会发行的唯一指定的官方杂志⋯《上海世博》肩负着向全球发布世博信息，宣传世博精神的使命，成为社会各界了解、参与中国2010年上海世博会的重要窗口和桥梁。由于关联理论将翻译视为一种明示推理交际，而作为肩负对外宣使命的杂志一《上海世博》也具有同样的功能作用，为此本文尝试从关联理论的视角来研究其中的中英文对照文本，分析其汉英翻译策略，研究关联理论能否解释《上海世博》中的汉英翻译材料，以及它在外宣翻译中可能具有的指导作用。本文首先回顾Sperber和Wilson提出的关联理论。该理论主要的概念有语境、描述性和解释性、关联原则及最佳关联。关联理论认为交际是一种言语上的明示推理的认知过程。交际能够成功的关键是交际双方能否取得最佳关联。最佳关联是指“期待听话人在试图理解时以最小的处理努力取得足够的语境效果"(Gutt，2004：32)。Gutt将关联理论应用于了翻译研究，认为翻译是一种跨语言的，以译者为中心的交际形式。翻译过程也是明示一推理的认知过程，首先要考虑源语作者的交际意图和认知环境：其次要正确评估译文，译文读者对译文的审美期待和认知能力，在关联理论原则下的指导下，力求使译文不仅能够与原文达到最佳关联，也能让译文读者以最小的处理努力获取最佳的语境效果。其次，本文分析了我国对外宣传材料的特征及对外宣传材料翻译的一些现状，从《上海世博》杂志中挑选出了六十多篇汉译英文章，进行对比分析，总结出这些外宣材料的英译文本里所采用的翻译策略，并从关联理论的视角探讨了材料是否符合关联的最佳原则。第一是省略策略：在很多文章里，被翻译出来的内容是有选择性的，并不是所有的中文全被翻译出来，除了考虑到杂志的版面范围外，也表明了译者是考虑到了目标语读者的期待并进行有选择性的翻译，这是属于对源语文本的省略。第二是增补策略：在有些译文中对源语文本的内容添加了解释性的内容，这一点是考虑到了目标语读者的认知能力，为了让源语作者的意 摘要图和与他们的审美期待达到一致所采用的增补策略。第三是编辑和重组策略；译者对源语文章的结构进行了很大的改动，使译文显得更加精炼，意思表达更加清晰，这和英文的表达习惯和思维方式十分吻合。通过以上这些翻译策略，译者为目标语读者提供了最佳的语境效果，译文与原文之间也达到了最佳关联，由此可以得出关联理论不仅能够解释该杂志中的翻译现象，而且能够在翻译过程中为译者顺利地翻译出令人满意的译文提供指导作用。最后本文进一步从关联角度出发，分析了以上的研究结果，总结出在《上海世博》杂志中的中英文对照文本中，源语作者的意图和译者的意图是能够和目标语读者的期待达到一致性的，读者在理解译文时，可以付出较小的处理努力去获取源语作者期待读者去获取的最大的信息量。由此也显示出外宣材料所体现出的信息功能能够帮助译者在采用上述翻译策略时，可根据目标语读者的认知能力和期待对源语文本信息进行阐释和提炼，而且译文所具有的语际间的阐释性功能也能让译文与原文之间达到最佳关联。最后总结了关联理论在我国外宣翻译中可能具有的指导作用。关键词：《上海世博》；关联理论；汉英翻译策略：对外宣传材料II AbstractWiththedevelopmentanddeepeningofChina’Sreformandopening．up，itisself-evidentthatexternalexchangeandpublicitybecomemoreandmoreimportant；theChinese．EnglishtranslatinglevelofChina’Spublicitymaterialsmayhaveadirectbea叵ngontheeffectandembodimentofthequalityofpublicityandhumanisticenvironmentconstructioninanarea．Intheprocessoftranslation．iftranslatorsignorethecognitiveabilityoftargetlanguagereadersandtheculturaldifferences，andmakealiteraltranslationoftheoriginaltexts．apoorpublicityeffectwillbeobtained．Howtoperfectthetranslal：ionlevelSOastoenhancethepublicity’Seffectwillbefocusedoninthisthesis．whichwilltakeShanghaiExpo⋯theor．1yO伍cialmagazineof2010ShanghaiExpo，asanexampletostudytranslationstrategiesofpublicitymaterialsfromtheperspectiveofRelevanceTheory．Thethemeof2012ShanghaiExpoiS“Bettercity．betterlife”．OneofitsailTISistopromotetheexchangeandassimilationandmutualunderstandingofhumansociety．ShanghaiExpo，themagazinehasplayedasignificantroleininformingtheworldoftheinformationaboutExpo，andfiasservedasawindowthroughwhichthosenations，organizationsandvisitorsCanhavebettertmderstandingaboutthewholeeventandthespiritadvocatedbyhumanbeings．Asrelevancetheoryisconsideredanostensive．inferentialcommunication，andShanghaiExpo，asakindofpublicitymaterials，exactlyrightservesaSameansofcommunication，thisthesistriestomakeresearchofsomeChinese．Englisharticlesinthemagazinefromtheperspectiveofrelevancetheory，decidewhetherrelevancetheoryCaninterprettheChinese．EnglishmaterialsbyanalyzingthetranslationstrategiesinShanghaiExpoandstudyitspotentialguidanceduringtheC．Etranslationofpublicitymaterials．Firstly，thepaperreviewsrelevancetheoryputforwardbySperberandWilson．Themainconcepmofthisth面ryinvolvecontextualeffect，ostensive．inferentialcommunication。relevanceprincipleandoptimalrelevance．In血eframeworkofrelevancetheory，communicationistakenasaverbalostensive—inferentialcognitiveprocess．ThekeytoasuccessfulcommunicationiswhetheroptimalrelevanceCanbereachedbetweenthebothsidesofcommunication．Theoptimalrelevancerefersto‘‘anexpectationonthepartofthehearerthathisattemptatinterpretationwillyieldadequatecontextualeffectsatminimalprocessingcost．"(Gutt，2004：32)Gutthasappliedrelevancetheorytothestudyoftranslation，whichiSregardedasaninterlingualandtranslator-centeredcommunication．TranslatingprocessiSalsoanostensive—inferentialcognitiveprocess．ThefirsttobeconcernediSthecommunicativeintentionandcognitiveenvkoumentoftheoriginalwriter．Secondly,thetranslatorneedstocorrectlyaccessthetargetreader’Saestheticexpectationandcognitiveability，andguidedbytheprincipleofrelevancetheory，hehastostrivetomakethetranslatedtextandtheoriginalachieveoptimalrelevance．Inthemeanwhile，theadequatecontextualeffectsCanbeattainedbythetargetreaderswithminimalprocessingeffort．Then，thisthesisanalyzescharacteristicsofpublicitymaterialsinChinaandphenomenaoftranslationofsuchmaterials．Morethan60Chinese．EnglisharticlesIII AbstracthavebeenpickedoutforcomparativeanalysisfromthemagazineShanghaiExpotosummarizetranslatingstrategiesofthesearticles．Then，thePapermakesaprobeintotheperspectiveofrelevancetheorytoseewhetherthesematerialsCancorrespondwithoptimalrelevance．Firstofall，inallthesearticles．thetranslatedmaterialsofmanyarticlesinChineseareselective，notthewholeonestranslated．Inadditiontotakingthelimitedspaceofpagesinmagazineintoconsideration．thetranslatorskeeptheexpectationoftargetreadersinmindanddotranslationselectively．ThisiSdeletionoforiginaltext．Secondly，someinterpretingsentenceshavebeenaddedtothetranslatedtextsduringtranslation，whichisadditionadoptedtomakeoriginalwriter’Sintentionandtargetreaders’expectationmeetwithaviewtotheircognitiveability．Lastly,translatorsemployeditionandrecreationtoadjustChinesetextsgreatlySOastomakethetranslatedtextconcisewithamoreexplicitmeaningwhichcoincideswithEnglishthinkingandexpressingpatterns．Throughabovetranslatingstrategies，translatorshaveprovidedabestcontextualeffectfortargetreaderstoachieveoptimalrelevancebetweenoriginaltextsandtranslatedones．Int11eend．thethesisfurtheranalyzestheaboveresearchresultsfromtheperspectiveofrelevancetheory．andconcludestilatinChinese．EnglishtextsofthemagazineShanghaiExpo，theintentionoforiginalwriterandthetranslatorCanmeettheexpectationofthetargetreaderswhocallobtainmaximuminformationthattheoriginalwriterexpectthemtogetwithleastprocessingefforts．Hence．itiSexplicitthat，thestrongireformativefunctionofpublicitymaterialscanhelpthetranslatorsinterpretandabstracttheinformationinSTbytakingtheabovetranslationstrategiesinaccordancewiththecognitiveabilityandexpectationofthetargetreaders，andalSOthetranslatedversionsreachtheoptimalrelevancewiththeoriginaltextsbytheirintedingua!interpretiveuse．Intheend，thethesisconcludesthepotentialguidanceofRTappliedtoC—EtranslationofChina’spubliciE,materials．Keywords：ShanghaiExpo；RelevanceTheory；Chinese-Englishtranslation；publicitymaterialsIV ChapterOneIntroductionOneIntroductionI．IBackgroundoftheStudyInsuchamodemandfastgrowingsociety,theeconomicdevelopmentandinternationalexchangesgiverisetoallincreasingneedforpublicitymaterialsandtheirtranslation．Atpresent．sinceC．EtranslationiSstillplayingaprominentroleinpublicitymaterials，itsqualityhasagreatimpactontheeffectofintemationalcommunication．ForeignpublicityiScharacterizedbytheprinciplethat“foreignpublicityiSdifferentformpublicityinChina'’．whichisdeterminedbyitsparticulartargetreaders．ItsmaintargetreadersaretheaverageforeignreaderswhoknowlittleaboutChinaandhaveagrowinginterestinit．Inviewofthis．thetranslationofthepublicitymaterialsshoulddifferfromcommonC．Etranslation．TheresearchontranslationofthepublicitymaterialsiSfarfromenough．andnotmanythesesregardingthisresearchcanbefound．Expo2010ShanghaiChinahasofferedawonderfulopportunityforcross．culturedialogues．Theonlyofficialmagazine，ShanghaiExpo，alsoabilingualone，mightbeacomprehensivemultilingualmagazinetargetedtotheChineseandforeignreportingandalSOenjoyedhi曲prestigeowingtoitscontributiontothisexhibition．mmagazinewriaeninChineseandEnglishandadoptedasakindofpublicitymaterialsmainlyoffersgreathelptoimproveintemationalcommunication．andowingtoitsforeign．readershiporientation，itinvolvesamoreprominentcommunicativenature．1．2SignificanceoftheStudySincethelanguagebarrierexistsineveryaspectsofcommunication．theC．Etranslationofforeignpublicitystandsoutsignificantlyandessentiallyformassmedia．ThusthequalityofChinese-English(hencereferredtoasC．目translationofpublicitymaterialsturnsintoadominatingelementinfluencingglobalcommunication．AgoodqualityofsuchtranslationCanplayaveryimportantroleinintroducingChinatothewholeworld．However，itisinnocasesatisfactoryinthatmostofsuchtranslationiSjustliterallytranslated．Withaneyetothis，thetranslationofthepublicitymaterialsshoulddifferfromcommonC-Etranslacion．Theresearchontranslationofthepublicitymaterialsisfarfromenough，andnotmanythesesregardingthisresearchcanbefound．FromthematerialsinhandSOfar,thisareahasbeenpaidonlylimitedscholarlyattention．Amongthem，ACallonTranslatorstoShowyourConcernonTranslatingPublicMaterialsfromC-EbyDuanLianchengin1990wasoneoftheearliestliteratureeffortinthisfield．AsiSknown，eversinceRelevanceTheory(hencereferredtoasRT)cameintobeing，ithasexertedabiginfluenceonmanyaspects，especiallyontranslationstudies．Gutt，whofirstappliedthistheorytotranslation，hasexplainedtranslationproblemsin ChapterOneIntroductionllisdissertationTranslationandRelevance．"CognitionandContext,andthenputforwardanewtheory：RelevanceTranslationTheory(hencereferredtoaSR兀1，givesanewprospectiveofregardingtranslationaSdualostensive—inferentialinterlingualcommunicativeaetivi曰．ThesoBrcetext(ST)writer,thetranslator,andthetargettext(TT)readersareinvolvedinsuchprocess．ItiSthetranslator’Stasktoobtainthemutual。manifcstnessbetweentheSTwriterandtheTTreader．Inordertoguaranteeasuccessfulcommunication,thetranslatorplaystheroleofaconveyoroftheassumptionthattheexpectationoftheTTreaderistoachieveadequatecontextualeffectswithleaSteffort．Sofar,RTiswidelyusedinthestudyofrelatedsubjects．suchaSpsychologyandphilosophy．Nevertheless，fewstudiesareseentoapplyIHtoexplainingC．EtranslationofpublicitymaterialS．Therefore．theguidancecarlbeprovidedthatthe仃anslatorsneedstomaketheSTwriter’SintentionmeettheTTreaders’expectationbysuchconditionsofhowtoderiveoptimalrelevanceintheprocessoftranslationandreadingmadebytheTTreader．Therefore，accordingtoRelevanceTheorybasedtranslationperspective，“theapplicationofrelevancetheoryentailsthattranslationisbeinglookedataspartofcommunication．”(Gun，2004：22)，itisofresearchValHetostudyhowtheoverseaS．orientedpublicitytranslationofShanghaiExpocanbeaccountedbvI玎andprobeintothepossiblereasonwhyithelpstheSuccessofitscross．culturalcommunication．It’Sself-evidentthatgoodtranslationcanbringgoodcommunicationandgoodunderstanding，whichofcoursecanstrengthenfriendlytiesamongdifferentcountries，smoothbusinessrelationsandhelptosetupapositiveimageofChina．1．3ObjectivesoftheStudy眦SdissertationiSmainlyaboutatranslation咖dyofthepublicitymaterialsinShanghaiExpofromtheperspectiveofRTwiththreeobjectives：ThefirstoneiStotrytofindouthowRTprovidesafairlyexplicitaccountoftranslationaSinstancesoftheinterpretiveuseoflanguageacrosslanguageboundaries．，nlesecondistofigureouthowthetranslatedpublicitymaterialsinthemagazinehelptoachieveasuccessfulcommunicationbetweenoriginalauthorsandtargetreadersfromatranslationperspectiveofRT,inotherwords．toobtainoptimalrelevancebystudyingthetranslationapproachesofthepublicitymaterialsin2010ShanghaiExpowithintheframeworkofmT,whichisofgreatsignificance．Thelastishopefultoprovideatheoreticprincipleforthetranslatortopromotehiswork’Stranslationinordertomeetthe"ITreaders’expectation．Theresearchesanddiscussionsinthethesiswillfocusonthefollowingfourquestions：(1)WhatarethecomplexrelationbetweenRTandcommunication?(2)HowdoesRTguidethepracticestudyofC．Etranslation?(3)HowdothetranslatorsofShanghaiExpodointheprocessoftranslatingtheinformativepublicitymaterials?2 ChapterOneIntroduction(4)Byanalyzingthefourtranslationstrategiessummarizedinthethesis，howdoesRTinterprettheC-Epublicitymaterials?1．4DataoftheStudyandMethodologyExpo2010ShanghaiChinahasattainedprominenceasagrandeventforeconomic，scientific，technologicalandculturalexchanges，servingasallimportantplatformfordisplayinghistoricalexperience，exchanginginnovativeideas，demonstratingespritdecorpsandlookingtothefuture(adoptedfromExpo2010ShanghaiChinawebsitc)．ShanghaiExpohasservedasawindowthroughwhichthosenations．organizalionsandvisitorshavebeaerunderstandingaboutthewholeeventandthespidtadvocatedbyhumanbeings．ShanghaiExpohasplayedasignificantroleinpublicizingworldwidecultures，includingChinesecultureandinformingtheworldoftheprogressinbuildingExposite，thecurrentaffairsaboutExpo，thepromisingeconomicfuturebroughtbyitandthecommonknowledgeconcerningit。ThemagazinewritteninChineseandEnglishmainlymakesintroductionstoavarietyofpavilions，whichrepresentsthecharactersoftheparticipativecountries．髓ereadershipofthemagazineincludespeopleofeverysocialclassaswellasforeignerswhowork，travelorstudyinChina。Inthefirsttwoyearsofitspublication，itwasabimonthlymagazinerecordingwhathappenedinthepreparationforthisevent．However,鑫StheconstructionofExpositedrawingtoitsend,itWaspublishedmonthlywithmoreinformativearticlesabouteveryaspectsoftheExpo．Nowadays．themagazinehassuccessfullyaccomplisheditssacredtaskofbeingtheadvocateofthewholeExpo．Muchattentionobtainedduringthedaysofitspublishinghasbeengivenaswellasalargeamountofpraisehasshoweredtoproveitsirreplaceablestatusinpublicitymaterials．羽11eresearchmethodsadoptedinthisthesisarethequalitativeanalysismethodandthecasestudymethod。ThefirstistointegratetheexplanationandtheapplicationoftheRTintotheinterpretationofthethemeofthisthesis．Sinceitisnecessaryandsensibletoselectsuitableandrepresentativesourcetextsandtheirtranslations，37examplesandtheirEnglisheditionsinthemagazineShanghaiExpohavebeencarefullychosentoapplythecasestudymethodtotheanalysisoffourtranslationstrategiesofthemagazineandtheapplicationof盯tOtheC·Etranslationofpublicitymaterials．I玎1emagazineisconsideredaSamodelofgoodtranslationofpublicitymaterials，thedistinctiveandpreciselanguagestylehasobtainedfavorablereceptionofreadershomeandabroad，强嚣typographyofthemagazinehasbeenmadetopairthesourcetextsandtargettextversionsup．弧lecasestudiesCanbeseenasthecentralpartofthisthesissincetheyreflecthowthetranslatorsselectappropriateexpressionswithintheadaptabilityframework．ByanalyzingthetranslationstrategiesandstudyingthemfromtheperspectiveofRT,theauthorcallfigureoutwhetherRTcarlexplainthestatusquoofC-Etranslationofpublicitymaterialsornot。ItiSho秘烈thatthisthesiswillcontributetooptimizingthetranslationofpublicitymaterialstargetedatforeignerreaders．3 1．5LayoutoftheThesisThewholethesiscontainsfivechapters．ChapterOneiStheintroduction，whichincludesthemotivationandimportanceofthisstudy,givesabriefaccountofthetheoreticalfoundationofthisthesisandthemethodologyaswell．ChapterTwoisaliteraturereviewofthispaper,firstlyfollowedbyabriefintroduetiontothebasicsoftherelevancetheoryandareviewofperspectivesabroadandathomeonRelevance111eory,thenanaccountofimplicationofrelevancetheoryintranslation，andlastlyasummaryofthelinguisticfeaturesandthecharacteristicsofoverseas．orientedpublicitytranslation．ChapterThreeistoanalyzeC—EtranslationapproachesadoptedinthepublicitymaterialsofShanghaiExpo，andtheapplicationsofrelevancetheory,especiallyoptimalrelevance，totranslatingthepublicitymaterialsinthemagazine，summarizethefourtranslationstrategies，andextendthediscussiononhowusefultheinterpretationofthistheoryiStotlleC·Etranslationofforeignpublicity．ChapterFouriStheconclusionbasedonthepreviousanalysis．Limitationsofthisthesiswillbediscussedandsuggestionsforfurtherstudieswillbegiveninthispartaswell．4 ChapterTwoLiteratureReviewTwoLiteratureReview2．1ReviewofRelevanceTheoryRelevance劢ooryproposedbySperberandWilsoninRelevance：CommunicationandCognition(1986，1995)iSacognitivepsychologicaltheory．Ithasbecomeapartofpragmatics，thoughitisnotspeciallyputforwardforpragmatics．They‘hopetoshowthatrelevancetheoryoffersapragmaticframeworkinwhichserousquestionscanberaised，andnewanswersdeveloped’(SperberandWilson1995：172)．刀抢theoryprovidesapragmaticframeworkforexplainingutteranceinterpretationbasedonatheoryofcognition．Differentinterpretationswillberelevantindifferentways：somewillnotberelevant；somefairlyrelevant；someveryrelevant。Asastartingpoi斌，thispartwillbestartedwiththedefinitionofRT,followedbysomecrucialnotionsofRTrelatedtothetranslationstudy．InChina，manylinguistsandscholarsalSOpublishsomebooksorpaperstoin台oducethistheoryandillustrateitsenlightenmentontranslationpractice．In1988．ShenJiaxuanbecamethefirstscholarintroducingRTtoChina．HetranslatedselectedpassagesofRelevance：CommunicationandCognition,andpublishedRapidTransmissionandCognitiveRelevance(1988)。Inl997．HeZiranpublishedthebookPragmaticsAndEnglishLearningandassertedthatRTisadevelopmenttoGrice’S强eoryofDiscourseImplicative。andexplainedhowpeople’Sactiveness，dynamiccontextsandcommonknowledgeplayedallimportantroleintheprocessofinferring．LiuShaozhongwrotethearticleViewsonCommunicationinRelevanceTheoryin1997andpointedoutthatinRT,communicationisakindofcognitiveactivityandalsoanostensive．inferentialactivity．丽瓣successofcommunicationreliesonthecommunicators’understandingofcognitiveenvironmentandmutualmanifestness。Since1997。researchonrelevancetheoryathomehasbeendevelopingindepth．2．1。lDefinitionofRelevanceTheoryRelevanceisthecentralnotionof照SperberandWilsondefinetherelevanceinanoverallviewofhumancognitionasthefollowing：‘'AnassumptioniSrelevantinacontextifandonlyifithascontextualeffectinthatcontext．Extentconditionl：allassumptioniSrelevantinacontexttotheextentthatitscontextualeffectsinthiscontextarelarge．Extentcondition2：anassumptioniSrelevantinacontexttotheextentthattheeffortrequiredtoprocessitinthiscontextiSsmall。”(SperberandWilson,l995：122)目mSitiSclearthat，first，relevancereliesontwofactors：contextualeffectsandprocessingeffort．Then，asbothfactorsarecontext-dependent，theconceptof‘relevance’iscontext-dependentbyitself,too．Lastly,relevanceisthoughtofasacomparativenotionofutterancesthat，basedonthedegreeofrelevanceobtainedinsomecontext，canchangeatanytime。 ThecoreofrelevancetheoryiSthathumancommunicationessentiallycreatesanexpectationofoptimalrelevance．SperberandWilsonemphasizethecommunicators’roleinshowingboththeirinformativeandcommunicativeintentionwiththeirutterancecleadv．Atthesametime，thehearersmanagetomakedifferentassumptionsonthecorrectinterpretations，whichmeansthecontent，contextandavarietyofimplicationsofallutterancemaycausevarietiesofinterpretationstothehearers．Notallavailableassumptionsfromthepotentialcontextareeasilyandequailyobtainedatanygivenpointintime．11mS．thehearerswinmakeuseofasingleanduniversalstandardtocomprehendtheutteranceandthisstandardiSemcienttoconfirmthehearersasillglewayofcomprehension．TlliSstandardiSwhatwecallrelevancetheory．(HeZiranandRanYongping，1998：26)ItisbelievedthatsuchactivitycartbetakenpartofhumanpsychologyandRTillustratesitastheprincipleofrelevance：‘Everyactofostensivecommunicationcommunicatesthepresumptionofitsownoptimalrelevance．'(SperberandWilson，1995)AscommunicationiSanostensive—inferentialprocess，whichconnectscommunicator’Sinformativeandcommunicativeintention，itCanbesummedupthatrelevancetheoryisapragmatictheoryaboutcommunicationandcognition．2．1．2Ostensive．InferentialCommunicationInhumanactivities，communicationiSaIlessentialpart，whichmakesuseoflanguage骶themostimportantmeans．Currently,RTiSanoticeabletheoryofcommunication．Apartfromtraditionaltheories，RTlooksupontranslationasaspecialformofthewiderconceptofcommunicmion．ItsillustrationofverbalcommunicationiSbuiltonadefinitionofostensive．inferentialcommunication．Successfulcommunicationcanbeachievedwhentheaudience’Sinferencescausehimtoknowwhatthecommunicatorintendstoconvey．nleostensiveandtheinferentialaretwosidesofonecoin．Productionandinterpretationofcertainstimuliareinvolvedrespectivelyinsuchrelation．Moreoftenthannot．theostensiveCanberecognizedintheformofanostensivestimulus．AsitiSapparentnlathumanbeingswillfocusonaphenomenonprovidedthatitseemsrelevanttothem，itisthecommunicator’StasktocreateaIlostensivestimulus，whoseintentioniStokeepthestimulusrelevanttohisaudienceandmakeitrelevantenoughtoarousetheaudience’Sattention．InSperberandWilson’Sview(1986)，thecrucialmentalfaculty,whichenableshumanstocommunicate．iStheabilitytodrawinferencesfrompeople’Sbehaviors．It’ssternlystatedthatRTappliesnotonlytoallcommunicationinanykindofinformationtransfer,butalsoto“ostensive．inferentialcommunication'’．TheYCallbeseenformtwodifferentpointsofviews：ostensiveoncommunicator’Spartandinferentialontheaudience’Spart．Ostensive．inferentialcommunication．referringtomakingone’SintentionmanifesttoanaudienceinordertomakeclearabaSiclayerofinformation．callbeaccountedintermsofcommunicativeinttentionandinformativeintention(SperberandWilson1986：54)．A1lhumanbehaviorsprovidingevidenceforinferencesare6 ChapterTwoLiteratureReviewinformative．SomeinformativebehavioriSintentionallyandevidemlyinformative．SperberandWilsonurgethatostensive．inferentialcommunicationineludestwointentions：(a)Informativeintention：tomakemanifestormoremanifesttotheaudienceasetofassumptions．(b)Communicativeintention：tomakeitmutuallymanifesttoaudienceandcommunicatorthatthecommunicatorhasthisinforrnativeintention．(SperberandWilson1995：58．61)Theyrefertoalltheinformationthattheaudiencecallperceiveandinfer．Inotherwords，theinformativeintentionistomodifythewholecognitiveenvironmentoftheaudience．ItiSnotenoughtoinformaIlaudienceofone’Sinformativeimentioninacommunication．Usually,whenthecommunicator’Sinformativeintemionismutuallymanifesttoboththeaudienceandthecommunicator,asuccessfulcommunicationcanoccllr．TheinformativeintentioniStheliteralmeaningorthenaturalmeaningofutteranceswhilecommunicativeintentionusuallycontainsthecommunicator’Simplicitmeaning．Therealpurposeofthecommunicator’SmanifestedactiStodrawtheaudience’Sattentiontopresenthiscommunicativeintentiontothem．Let’Stakethefollowingexampletoillustrate：TomwantedtowatchTⅥbuthisbrothersaidtohim：“PoweriSoff．”T0m’sbrotherinformativeintemioniStolethimknowthattherewasnoelectricity．Meanwhile．heintendedtoletTomknowthatsincethereWasnopower,hecouldn’twatchTVTllisislIiScommunicativeintention．rnleaimofinformativeintentionistoconveythecommunicator’Scommunicativeintention．InformativeintentioniSnotreallytocommunicate．Therealcommunicativeintentionisthatone’Sinformativeintentionmustberecognized．Therefore，thefinalpurposeofostensivecommunicationisnotfortheinformativeinentionbutforthecommunicativeintention．Tosummarize，SperberandWilsondefineostensive．inferentialcommunicationaccordingtothoseaspectsasfollows：ThecommunicatorproducesastimulUSwhichmakesitmutuallymanifesttothecommunicatorandaudiencethatthecommunicatorimends．bymeansofthisstimulustomakemanifestormoremanifesttotheaudienceasetofassumptionsI．(SperberandWilson．1995：63)2．1．3ContextualEffectASatheoryreferringtohumancommunicationandcognition．RTlooksonverbalcommunicationasacognitiveprocessgroundedonseveraldisciplinescontainingcognitivepsychologyrespectingacognitiveprocessasoneinwhichtheoldinformation(existingcontextualassumptionsinotherwords)iSinteractingwiththenewinformationinone’Smindbythemeansofmatch．analogy,restructurationandtransformation，andSOon．AccordingtoRT,meaningdeduction．inverbalcommunication，iSbasedontheinteractionbetweenexistingcontextualassumptionsandnewlypresentedinformation．Contextualeffectsmayberesultedinbythiskindofinteraction． ChapterTwoLiteratureReviewTechnically,contextualeffects，whichmeanarelationshipbetweenitscontextandtheinformationdrawnbyanutterance，CallbeseenaSmodificationsofcognitivecontext．BetweentheinformationinutteranceandtheexistingcontextualaSsumptions，therearethreepotentialrelations，whichmaylcadtocontextualeffects．(SperberandWilson，1995：115)：1．Newinformationuniteswitholdinformationandgivesrisetonewcontextualimplications；2。NewinformationstrengthenstheexistingcontextualaSsumptions；3．NewinformationcontradictstheexistingcontextualaSsumptionsandrejectstheoldaSsumptions．AsRTpointsoutthat‘'theconceptofacontextualeffectisessentialtoacharacterizationofrelevance”(SperberandWilson,1995：l19)，contextualeffectscallbetakenaSanecessaryandsufficientconditionbyrelevance，whichsuppliesotherthingsbeingequal，thegreaterthecontextualeffects,thegreatertherelevance．Hence，relevanceWaSfirstdefmedas-“anassumptioniSrelevantinacontextifandonlyifithassomecontextualeffectin也atcontext'’(SperberandWilson，1995：122)．ContextualeffectsCanlieinthecontextimplicationinferrednotfromcontextualassumptions，andnotfromthepropositionalcontentofanutteranceaswell，butfromaunionofthetwosetsofpropositions．Here，takethefollowingconversationasanexample：Mary：嘲dyouliketogoshoppingthisafternoon?Jane：lmustfinishmyhomework．Although也esemanticcontentsofthetwoutterancesarequiteclear,fromtheutterancealone，itcan’tbeidentifiedwhatJane’Sreplyimplies：iSsheabletogoshoppingornot?However,ifthefollowingcontextualassumptionscanbemade：(1)Goingshoppingistime-consuming。(2)Finishinghomeworkistime—consumingaswell．(3)Apersondoesn’thaveenou曲timeto∞thetwothingsinasingleafternoon．|nIeutterancesmadebetweenMaryandJaneandcombinedwiththecontextualassumptionsimply：(4)Janeisn’tabletogoshoppingthisafternoon。Sentence(4)isthecontextualimplication．Inthiscase，thecontextualimplicationisnotinferredfromMaryandJane’Swo撼salone．norfromtheaSsumptionprovidedbythesentencesalone．b倦fromthecombinationofthetwo。Togeneralizetheconceptofthecontextualeffect,if,withoutchangingthecontext，aconceptualizationiustaddssomenewinformationtothecontext，ithasnocontextualeffectata11．However,somecontextualeffectmustexistintheformofthederivationofcontextualimplications，orallerasureofsomeassumptionsfromthecontext．WhenthecontextualeffectiSrelativelygreat．thereiSlCSSeffortnecessarytotakeindeductionandthehigherrelevancewillbeachieved，andviceversa。Inreality,thoserelationsarewellillustratedinthef0110wingformula：Relevance=contextualE鼠ct，ProcessingEffortItgivesrisetoRT’Snuclearidea‘theprincipleofrelevance’。8 ChapterTwoLiteratureReview2．1．4ThePrincipleofRelevanceandOptimalRelevanceAccordingtotheaboveformula,itcanbeconcludedthat：thegreaterthecontextualeffectstheutterancehave，thegreatertherelevanceithas；butifitiSneededtotakethegreaterprocessingeffortsobtaintheseeffects，廿lerelevancewillbemuchlow．RTstatesthateveryaspectofcognitionandcommunicationisundercontroloftherelevancesearch．Tocomprehendallutteranceistolookforitsrelevance．Sucheffortcountsonthecognitivecontextandcognitiveabilityofthecommunicators．Owningtoit，intheprocessofcommunication，peoplealwayshopetoachievemaximalcontextualeffects．ortoobtainmaximalrelevance．Meanwhile，RTassumesthatintuitionsofrelevancearekeptinmindbythecommunicators，anditscen缸alpresumptioniSthatcognitionbeginswiththesearchforrelevanceasmentionedabove．Therefore，theinformationseeminglyrelevanttopeopleshouldbepaidmuchattentiontoandeveryactofostensivecommunicationbeginsasarequirementforattention．Inresult，humancommunication，automaticallyandimplicitly,bringsoutanexpectationofrelevance．whichislookedon嬲theprincipleofrelevance：‘Everyactofostensivecommunicationcommunicatesapresumptionofitsownoptimalrelevance．’(SperberandWilson．1995：158)Inotherwords，anexpectationofthehearerwhoattemptstointerprettheutterancewillproduceadequatecontextualeffectswithminimalprocessingeffort．Insearchingoptimalrelevance，thehearerfirstlyalwaysshowmuchconcernforthemostaccessibleinformation,becauseitneedslessprocessingeffort．However，itissometimesdi伍cultforhimtoyieldanadequatecontextualeffect．Thereforehehastopaymoreefforttoobtaintherealintentionofthecommunicator．ItwouldbeworthdoingiftheprocessingeffortCallbebalancedbythebenefitsofachievingcontextualeffects．Astheprincipleofrelevanceismeanttobetheguidanceofcommunication．itdoesn’timplythatitshouldbeobeyedallthetime．Inreality,thisisanaturallybiologicalactthatthegreatestrelevanceisalwaysexpectedtobeachievedwiththeleastcognitiveeffort，becausethisacttosearchtheeconomiceffortisoneofbasicinstinctsofhumanbeings．Inaddition，relevanceiSacomparativenotion．andutterancesmaychangewiththedegreeofrelevanceobtainedinsomecontext．ThebasicsofRThavebeendiscussedabove，whichoriginallydealswithcommunicativeproblems．Meanwhile，translationiSalsoviewedasacommunication．SomefollowingpartswilltrytoelaboratethatRTCanpracticallyexplaincomplicatedandcommunicativeprocessoftranslation．9 ChapterTwoLiteratureReview2．2TheRelevance—TheoreticApproachtoTranslationSofar,thetranslat：ionstudyhasbeenacknowledgedtobecomeallindependentandseparatesystem，andhasgrownintoacloserelationship晰mlanguageandculture．nmS．translationiSregardedasacross—culturalcommunication．Asisknown，eversinceRTcameintobeing，ithasexertedabiginfluenceonmanyaspects，especiallyontranslationstudies．Gutt，whofirstappliedthistheoryto仃anslation．hasexplmnedtranslationproblemsinhisdissertationTranslationandRelevance：CognitionandContext,andthenputforwardanewtheory：RelevanceTranslationTheory(RTT)，givesanewprospectiveofthinkingoftranslationasdualostensive．inferentialinterlingualcommunicativeactivity．ItshouldbemadeclearthatRToffersageneralframeworkfortranslation，butnotthespecifictranslationstrategiesasGuttmadeout．Itequipsthetranslatorswiththeguidance：itdeterminesinwhatrespectsthetranslationshouldresembletheoriginal⋯fromthoserespects，thereceptor,languageaudienceCanexpecttoobtainadequaterelevance．ItalSOdeterminesthatthetranslationshouldbenaturalandexplicitinexpressionSOthatitshouldbemucheasytounderstand．Onthebasisofthemainnotionsabove，thePaperaimsatdiscussingthetranslationstudiesfromtheperspectiveofrelevancetheoryasfollows．LinKenanfirstintroducedI盯TtoChinesereaders．whostatedthedefinitionoftranslationgivenbyGuttthattranslationisakindoflinguistiecommunication．andanostensive-inferentialinterpretationactivity．In1998，HeZiranproposed‘'pragmaticequivalenttranslation'’andsaid“whatwecangetfromrelevancetheoryisthatfirstweshouldattachimportancetothecontextoftheoriginaltext：findtheoptimalrelevancebetweentheoriginaltextandcontext，SOastogetthecontextualeffecttounderstandtheoriginaltext．Second，weshouldsearchforrelevanceaccordingtotheinformationusefultotheunderstandingoftheoriginaltext，whichisalSOaninferentialprocessbychoosinga11kindsofeffectiveinformation．Last．weshoulddealwiththerelationshipoftheauthor,thetranslatorandthereadercorrectly．”(HeZiran,1998：30)In1999，ZhaoYanchunemployedtheRTtoclassifytwoimportantdefinitionsintranslationtheories：untranslatabilityandequivalentprinciples，basedonwhichheprovedtherationalityandexplanationpoweroftheRT,andconstructedthetheoreticalmodetodirecttranslationpractice．2．2．1TranslationasanInterlingualInterpretiveCommunicationQuestionsaboutwhattranslationishavelongbeendiscussed．Generalspeaking．1inguistsviewedtranslationasakindoflanguageactivity,whichissubjecttolinguisticregulation．MenofliteraturethoughtthattranslationWasarecreationofart．However,thoseexplanationsoftranslationstillcannoteliminatethecontroversyaboutthenatureoftranslation．BasedonSperberandWilson’Srelevancetheory,therelevance-theoreticaccountoftranslationreferstotranslationasanactofcommunication，forRTCanbedescribedasatheoryofcommunication．ItiSallinter-lingualandcross-culturalinformationtransmission．“TranslationiSanactof ChapterTwoLiteratureReviewostensive．inferentialintralingualorinterlingualinterpretationofansourcetext。”(ZhaoYanchun,1999：280)扬oprincipleoftranslationistoretainthecontentandfunctionoftheoriginaltextorsourcetext(SDinthetargettext(订)．AsGuttpointsout,translationcanbeexplainedintheframeworkofRr．Hestatesthatatranslationisareceptorlanguagetextresemblinginterprefivelytheoriginal．锄1epointisthatitshouldrepresentwhattheoriginalcommunicatorthought。said。orwrote．跖odistinctionbetweentranslationandnon-translationisamatterofthecommunicator’sintention,thatis，ofhowitisintendedtoachieverelevance．(Gutt，2005：211)Toputitmoreclearly,translationshouldresembletheoriginalinordertomakeitrelevantenoughtotheTTreadersbyyieldingsufficientcontextualeffects；itshouldberenderedinawaythatitproducestheintendedinterpretationeconomically,involvingoptimalexpenditureofprocessingeffortsonthepartoftheTTreceptors．Translationfallsintotwosides：thecommunicationbetweenthewriterandthetranslator,andthecommunicationbetweentranslatorandthereader．Duringthetranslationprocess，thetranslatoractsasacommunicatorandsuchprocesscanbeviewedasafacilitatingcommunication．弧ecommunication-facilitatingroleoftranslationwill“dependonhowsimilarthenotionoftranslationheIdbythetranslatorandthenotionbytheaudiencearetoeachother'’．(Gutt,2005：52)Thatis，whethertheintentionofthetranslatoralmostaccordswiththeexpectationofthereader．Nomatterwhetherthetargetlanguagereaderrealizesitornot．hewillinevitablyreadthetranslator’sinterpretationoftheoriginal，andthenafeedbackfromhimwillbegiventothetranslatortofinisharoundofcommunicationconsciouslyorunconsciously．Thedefiningcharacteristicofinterpretiveuseoftranslationisthatthetextorutteranceinquestionisintendedtoachieveitsrelevancebystandinginforanotherrepresentation，whichisbystandinginfortheoriginal．Onlyinthatcaseisthereapresumptionoffaithfulnessbetweenthecurrenttextandtheoriginalitstandsfor．(Gutt．1998：2)Itispossibleforhumanbeingswiththefertileabilitytoscourfortheinterpretiveresemblancefromtwoutterances．Anutterancecallbeusedto“representsomeotherrepresentationwhichalsohasapropositionalform．forinstance,invirtueofaresemblancebetweenthetwopropositionalforms；inthiscase，wewillsaythatthefirstrepresentationisallinterpretationofthesecondone．orthatitisusedinterpretively”．(SperberandWilson1986。229)Humanmi砖canentertainamentalrepresentationorthoughtnotduetoitsbeingtrueinterpretiveuse。Asakindofcommunication．itisnodoubtthattranslationshowsthisspecialcharacterinsomesituations．Todrawaconclusionoftheaboveideas。astoretellwhatisbeingsaidinonelanguageorwriteinanotherlanguage，translationisundoubtlyaninterlingualinterpretivecommunication。Thustransl撕onisareceptorlanguagetextthatinterpretivelyresemblestheoriginalinrelevantaspects。2．2．2TranslationasaDualOstensive-InferentialCommunicationFromtheabovediscussion，itcanbeclearlyseenthatcommunicationisallostensive—inferentialprocess．Asakindofcommunication，translationcanalsobereferredtoasostensive—inferentialcommunication．Nevertheless，thetranslationisll ChapterTwoLiteratureReviewquietdifferentforitisaninterlingualandcross-culturalcommunication．Tobespecific，translationinvolves3parties—-theoriginalwriter,thetranslatorandtheTLreader,andisadualostensive—inferentialcommunicationtoo．Thetranslationprocessandtherelationsbetweenthethreepartiescanbedescribedasfollows：Figurel：translationmodelbasedonrelevancetheory(ZhangXinghong&HeZiran，2001，p：289)BasedonRT,thisnewmodeloftranslationisdescriptiveratherthanprescriptive．Itcanbeviewedfromtheabovediagramthataternaryrelationwhichliesbetweentheoriginalwriter,thetranslatorandtheTLreader,turnsupintheactivityoftranslation．TheywillcommunicatewitheachotherbytheSLtestandtheTLtextrespectively．Bycomparingthenewmodelwithtraditionalnotiononlyontherelationshipbetweenthetranslatorandtheoriginalwriter,wecanseethatthenewoneemphasizesthecommunicationbetweenthetranslator,thecognitiveenvironment，andtheTLreader．AndtheprocessingeffortoftheTLreaderandthecommunicativeeffectofthetranslatedtextalsohavebeentakenintoaccountbyit．Meanwhile，owingtothetranslatorastheirmediator,thediagrampresentsanindirectcommunicationbetweentheoriginalwriterandtheTLreader．Asaresult，thetranslatorplaystheroleasanaudienceinthefirstprocessofostensive．inferentialcommunicationandacommunicatorinthesecondprocessofostensive．inferentialcommunication，whichshowshisdualidentitiesintheprocessoftranslation(ZhangXinhong&HeZiran．2001，P．289)．Tomakeananalogy,theoriginalwriter,thetranslatorandtheTLreadercomposeaternaryrelationshipinthetranslationprocessinwhichtherearetworoundsofcommunication，inwhichthetranslatorplaysdoublepartsasawriterandallaudience．Inthefirstroundofcommunication，thetranslatoractsastheaudience，andhehastoinferwhattheoriginalwriterintendstoexpressbyaccuratelyassessinghiscognitiveenvironmentSOastomakethecorrectcontent-combinedandauthor-intendedcontextualassumptions．Intheend，heshoulddrawrelevancefromtheSLtextanditscontextundertheguidanceoftheprincipleofrelevance．Nodoubt，thisroundiSthebasisandthepreconditionofthenextround．Then，inthesecondround，onaccountof ChapterTwoLiteratureReviewtheroleasacommunicator,hefocusesonsupplyingtheTLreaderwithinformationthathededucesfromtheoriginalwriterinthemostrelevantway．HisunderstandingoftheintendedmeaningsoftheoriginaltexthastobemademanifesttotheTLreaderandsodoeshisassessmentofthecognitiveenvironmentandtheexpectationoftheTLreade￡Comparingwithotherschoolsoftranslation。wecallfindthat也etranslatorisregardedastheservantorcopywriteroftheoriginalworkbysomeprevioustraditionalschools；someinfinitivelyenlargethesubjectivityofthetranslatorandtheuncertaintyofmeaning，andintheend。sinkintothenihilismandnegativismsuchasDeconstruction．Regardingthosecomparisons，itcanbeclearlyviewedthat，beingoneofthecommunicatorswhocanaccomplishequalrightsandcarryoutequalobligations。thetranslatorisraisedbvRTtoaratherfairplacewhichisequalwiththeoriginalwriterandtheTLreader．AccordingtotheRT,inordertoguaranteethesuccessfulcommunicationoftranslation，thetranslatortheoreticallyshouldpayparticularaaentionstothecontextualdifferencesof氇etwolanguagesconcernedandtaketheTLreaders’accessibilitytothetranslatedversionintoaccount。Inpractice，toestablishoptimalrelevancebetweentheoriginalwriterandtheTLreaderisinvolvedinallthetranslationstrategies，withtheintentionofachievingoptimalcommunicativeeffects．2．2．3ThePurposeofTranslation--ToAchieveOptimalRelevanceInthepreviOUSsection，ithasbeenexplmnedthatoptimalrelevance,Whichshowsawell-balancedconnectionbetweenprocessingeffortandcontextualeffect．i．e．toachieveadequatecontextualeffectswithoutunnecessaryprocessingeffort,iskeytoaccomplishasuccessfi蠢communication，asGuttstatesthat：‘'thetranslatorearlalwaysrelyontheguidanceprovidedbythesearchforoptimalrelevance，takingintoaccountthespecificcontextualbackgroundoftheaudiences／heisworkingfor．”(Gua．2004．237)Therefore。itisobviousthattheprincipleofsuccessfultranslationistotransferoptimalrelevancefromtheoriginalwritertothetargetreader．Sothedi盟cultiesappearabouthowtoachieveoptimalrelevance。Inreality,itdependsonthepresumptionofoptimalrelevance，inwhichthetwoconditionschangeasfollows：(a)mostensivestimulusisrelevantenoughforittobeworththeaddressee’sefforttoprocessit．(b)Theostensivestimulusisthemostrelevantonecompatiblewiththecommunicator’sabilitiesandpreferences。(SperberandWilson2001。270)Inrelevance-theoreticexplanationoftranslation，clause(a)isthebaseofclause嘞，consideringthattheinterlocutorskeeponegoalinmi砸thatisunderstandingandunderstood。Clause(协providessomepreferenceforthetranslatorhimself,andrequiresthatheshouldbecompetentatit．Basedonclause(a)andindoingso，hecanavoidexaggeratinghissubjectivitythatmayresultinnegativismandnihilism。Therefore，thetranslatoroughttoobeythesetwopresumptionssoastoachieveoptimalrelevance．Firstofall，heshouldfullycomprehendthereader’scognitiveenvironmentandthecognitiveabilityinordertooffertherelevantinformation。Andhealsohastherighttochoosewords,sentencestructuresands够los，ere．However'attimesafailureofunderstandingmayresultsfromthispreference．However,aboveall， ChapterTwoLiteratureReviewtheclause(籼shouldbeobeyedinthisprocessandthetranslatormustbeunderstoodbyminimizingtheprocessingeffortsofthereaderstoobtainenoughcontextualeffects，andlaterheCansubjectivelyaddsomethingofhisownpermiaedbyclause@)．Inaddition，competenceofthetranslatorisalsotightlyrelatedwiththequalityoftranslmionwhichincludestheskilloflanguageusageandthetransferenceofthesenseofbeauty,etc．Inotherwords，translationshouldberegardedasaninteractionbetweentheSTwriter,thetranslatorandtheTTreadenIfwelookontheinteractionbetweentheSTwriterandTTreaderasanactofcommunication，itiSclearthattranslationaimsatmakingreadersachieveadequatecontextualeffectswithoutspendingunnecessaryprocessingefforts，orinotherwords，toreachsimilardegreeofrelevance．Morespecifically,throughthetranslation，contextualeffectsshouldbeobtainedbyTTreadersintargettext，whichoughttobesimilartowhatSTreadermaygetinST．Meanwhile，TTreaderswillnotmakeunnecessaryeffort．AsabridgebetweentheSTwriterandtheTTreaders，thetranslatorplaysakeyroleinthesuccessfulcommunication。Inconclusion，everytranslationhastoobeyclause㈣，becausethetranslatedversionshouldcertainlybeinagreementwiththewordsheprefersfullycompatiblewithhisabilities．Nevertheless，thedifferencedependsontheperformanceofclause(幻。Ifthestimulusgivenisnotworththeprocessingeffortsofthereader,thecommunicationwill囊娃l。SOonlyintheeventthatthetranslatorfulfillsthetwopresumptionscanhistranslationreachoptimalrelevance。Insummary,thissectionbringstheexplanationofthetranslationstudiesfromtheperspectiveofrelevancetheoryintofocus。Inthelightofrelevancetheory,takingoptimalrelevanceasitspurpose，translationisconsideredasaninterlingualinterpretiveuseofcommunication,whichperceivesallworkstranslatablewiththecorrectassessmentofthecognitiveenvironmentofboththeoriginalauthorandthetargetreader．Hence，thetranslatorplaystheroleofthecommunicatorwhoseresponsibilityistolessenreader’Sprocessingefforttogainenoughcontextualeffect，andtoachieveoptimalrelevanceintheend．A1lina11．relevancetheorygivesanewdirectionforpracticestudyoftranslation．14 ChapterTwoLiteratureReview2．3ReviewofPublicityMaterialsPublicitymaterialsareakindofcommunicationespeciallyaimingatwestemers谢thlittleideaaboutC砖na．Inintemationalcommtmication。C—EtranslationofpublicitymaterialsfrequentlypresentedinthemediahasanirreplaceableeffectonforeignreceptorsandcarlhelpstrengthentheinfluenceofChinaontheworld。T艇Spartisalloverallreviewofpublicitymaterials，ail西ngatunfoldingthechoiceofthistermandcharacteristiesofpublicitymaterialsaswellasmentioningsomephenomenainC．EtranslationofpublicitymaterialsTherearemany{ournalsandthesespublishedinthe基e埘oftranslationofpublicitymaterialsfromtheperspectiveofR￡In2002．XuMianjunwroteOnChinese-EnglishTranslationofPublicityMaterials．-PresentSituation,Prob勋msandPossibleSolutions．In2005，YuanXiaoningpublished强gStrategiesforPubl纪ity-orientedC7ETranslation．In2006、ChenFangrongRelevanceTheoryasAppliedinChineseNewsTranslationforFore柳Audience．In2008，LiuyanOnTranslatingCulture-specificPublicMaterialsfrom(■融4RelevanceTheoryPerspective。Allofthese{ournalsandtheseshelptodeveloptheapplicationof盯totheC．Etranslationofpublicitymaterials．2．3．1ChoiceoftheTerm--PublicityMaterialsmChinesephrase“对外宣传’’hasbeencontinuallyheardinmedia,butitiSstrangethatinmostChinesedictionariesitiSdiffic试ttofindallentryofthistermorareadydefinitionforitsEnglishequivalence．InformalC毯nese，“宣传”iSaneutralwordwithoutnegativeconnotations，referringto“explainingasituationtothemassesofpeopleanddisseminatingtruthamongthem．"(WuJingrong&ChengZhenqiu，2001：1751-1752)LinWusun(1992：8)onceproposed“foreignpropaganda；foreignpublicity：overseasinformation；intemationalcommunication’forit．Zhangiian(2001)referredto“对外宣传"as“overseaspublicity：intemationaicommunication；(China’s)eommunicationwiththeoutsideworld；publicizingChinaoverseas'’inhisbookADictionaryofChinese-EnglishPressNeologismswithEnglishTranslation．弧eliteraltranslation‘'propaganda”for“宣传’’hasbeentakenforgrantedsincetheearlyperiodofChina’Sreformandopeningup。However，thisword‘'propaganda’’hasderogatoryimplication，although‘'propagandadepartments’’withoutderogatorymeaningatcentralandlocallevelsoRenappearinsightinChina。Onedefmitionof‘'propaganda'’in撇newOxfordDictionaryofEnglish(Pearsall，2001：1486)iS“chieflyderogatoryinformation，especiallyofabiasedormisleadingnature，usedtopromoteorpublicizeaparticularpoliticalcauseorpointofview'’．AnotheroneiSsimilar---"falseorpartlyfalseinformationusedbyagovernmentorpoliticalpartytomakepeopleagreewiththem'’inLongmanDictionaryofContemporaryEnglish(2004：1571)．Accordingtothesedefinitions，‘'propaganda'’makesanunpleasantimpressionofpoliticalbiasanduntruthfulnessonwesternersandmayattainnegativeresponsefromtheforeignreceptors．Inthispaper,theword‘'publicity'’isusedtodenote“宣传”，whichmeans“informationwithnewsvalueissuedasameansofgainingpublicattentionor15 ChapterTwoLiteratureReviewsupport”(LongmanDictionaryoftheEnglishLanguage，1989：1194)。Therefore，publicitymaterialscanbedefined鑫Smaterialsusedtodisseminateinformationwithnewsvaluabletoattractpublicattentionandgainsupportofforeignreceptors。Inaddition，itshouldberealizedthatthetargetaudieneeshavedifferentculturalbackgroundsandtheacceptablematerialsforpublicityinChinamightnotbesuitableforforeignacceptors。2．3．2CharacteristiesofPublieityMaterialsAsDuanLiancheng(1992：31—32)states，therearetwotypes：ordinarypublicitymaterialsandformalones．Theordinaryonesarethoserepotsabouthistory,eulture，politics，society,economy,scenicspots，historicalinterests，ete．publishedinnewspapers，magazines，orbooks，le嬲ets，brochuresandSOon,whichplayaroleofintroducingChinatowesterners。Andformalmaterialsrefertoformaltalks，O西cialdocuments，diplomatictalks，legaldocuments，economiccontracts,andworksofseniorleaders．etc．羽：liSdissertationwillexplainhowtoaccountforordinarypublicitymaterialsfromarelevancetheoryperspective．羽1cfollowingiSthesummarizedcharacteristicsofpublicitymaterials。Firstofall，publicitymaterials，asfarasthecontentisconcerned，aregeneral，whichcoverawiderangeoffields．asmentionedabove。Culture-loadedwordsandexpressionsplayauniqueroleinpublicitymaterialsfortheyarecharacterizedwithChinesecustomsandconventions．Thoughpoliticalslogans，jargonsalecommonlyusedingovernmentpublicationsandpoliticalwritingsaswell．theywillnotbeincludedinthis也esis。Sincethereforillandopening-uppolicyhasbeenputintoeffectwithmanynewphenomenapoppingup，agreatmanyexpressionssuchaSnamesofthepoliciesorprojectsneverheardofbeforebothChineseandforeignreadershavebeenbroughtwiththem。whichformsomebigchallengesfortranslators．Besides。itisquitecommoninsuchmaterialsinChinesetonoticeavarietyofhigh-soundingwords．floweryexpressionsandmodifiersthatneedtobeslimmedintheEnglishversionowingtothedistinctstylisticinclinationbetweenthetwolanguages。Translationmethodsofdealingwiththosewordsandexpressionswillbeelaboratedinthelaterchapter．Secondly,foreignpublicitymaterialsaimatforeignersandoverseasChinesewhomayhaveinterestinChinabutmaynotobtainclearideaaboutChina．Therefore．intheC-Etranslationprocessofmaterialstheirsocialandculturalbackgroundshouldbetakenintoaccountbytranslators．whoneedtobearinmindthatsuchtranslationhastobetargetreader-oriented．1硷砖魏accordingtoPeterNewmark(2001：39)，‘'therearethreemaintext-categoriesasregardsitsfunctions：expressivetext，informativetextandVOCative捻xt'’．AsiSwell·acknowledged，fewtextsareiustexpressive，informativeorvocative。Mostofthemhaveallthesethreefunctions，andemphaSizeononeortwoofthethree。However,inpublicitymaterials，informativeandvocativefunctionsusuallyplayadominantrole。Therefore，Publicity-orientedtranslationhasthefollowingcommoncharacteristics：1)。minformative，referringtothatsuchtranslationfocusesonexpressing16 ChapterTwoLiteratureReviewobjectiveinformationandphenomenaoftheworldandthatsuchmessagesconveyingprocesses，events，institutions，characters，andsoon，canbeconfirmed。Therefore，publicitymaterialsshouldsupplytheforeignacceptorswithtruthfulandadequateinformationaboutallaspectsofChina,includingitsculture，history,politics，differentnationalities，thelifeofChinesepeople，ete，andserveasawindowthroughwhichChinaandthewestcanhavebetterunderstanding．Itisobviousthattodisplayandtodisseminateallaspectsisthefundamentalfunctionofthepublicitymaterialswhichcanmeettheneedsofforeignaudience．21．Sincethecoreofthevocativeisthereadership，itisaprominentroleoftranslationtoremindthereadership‘'toact，黼呔orfeel，infactto‘react’inthewayintendedbythetext'’(Newmark2001b：41)，i．e。thereadershipcanimmediatelycomprehendtranslatedversions．whichwillyieldacertaineffectonthem．啊糙ultimategoalofpublicitymaterialsistoachievethevocativefunction．InhelpingintroduceChinatotheworld，publici辟materialswillestablishandstrengthenthemutualunderstanding．Meanwhile．itisbelievedthatpublicitymaterialsCallfillthegapsbetweenChinaandtheforeigncountriesresultedfromprejudice，ignoranceordistorteddescriptionssoastoquickenthespeedofChina’sdevelopmentandmodernizationandpromoteintemationalfriendship．3、。Anonymitymeansthattheauthoroftheoriginaltextisanonymousinmostcasesforhisstatusisnotimportant；andtheformatisoRenstandard．Gutt(2004)oncestatesthatthetranslatormaynotalwayscaretheidentityofthewriterofthesourcelanguagetext,andheoftenrewritesintermsoftheconventionandtheformatofthesourcelanguagetext；orinmostcasestheroleofthesourcelanguagetextsistohelpcomposeareceptorlanguagetext．Lastbutnotleast。apartfrom1iteraryworkswhichmayexerteffectsonreadersonegenerationafteranother,theeffectsofpublicitymaterialsaletransientandinst麓__ntaneous。Consequently,suchmaterialsmustcallthereader’sattentionandbeunderstoodandacceptedbythem。2．3．3PhenomenainC．ETranslationofPublicityMaterialsC-Etranslationplaysanirreplaceableroleinforeignpublicity．Sinceforeignpublicityisoverseas．oriented，ithastobeclearlytransferredtoforeignlanguages．i．e．English。Insuchmodemtimes，duetotheincreasingamountofinternationalcommunication,moreandmoreEnglishpublicitymaterialsneedtobetranslatedfromthecorrespondentChinesetexts。劢玎s，theurgentdemandfortheC．Etranslationwithgoodqualityhasarousedgreatattentionpaidtopublicitymaterials．But，C-Etranslationofpublicityisacomplexprocesswithavarietyofaspects，whichdemandsgreattranslationskillsoftranslators．Asevidencedbyagreatmanyarticlespublishedinrecentyears，thereofcourseexistsomephenomenaaboutmistranslations。AccordingtoDuanLiancheng，suchphenomena，i．e．thetranslationproblemsfoundintheEnglishversionsofpublicitymaterialsfallintotwomainkinds．nleoneisthatowingtotranslators’poorlanguageskillsorcarelessness，somegrammaticalmistakesorspellingoRenturnupinsuchmaterials．Itiseasytoidentifyandcorrecttheseproblems，whichwillnotresultinserioustroublesforforeignreadersto17 ChapterTwoLiteratureReviewcomprehendthetranslatedversions．啊瓣otherislinguisticandculturalbarrierscomplicatedanddifficultenoughforthecomprehensionofthepublicitymaterialsbyoverseasacceptors．Duetothereason像atmostpublicitymaterialsaretranslatedbynativeChineseatpresent,theysometimesignoretheuniquenessofChinesecultureandmakeuseofChinesethinkingandexpressionstofinishtheirtasks．WithinteUigibilityandclarityofthetranslationleftbehind，literaltranslationalwaysgluttheirwork,whichalwaysgivesrisetoinaccurateormisleadingtranslation．Asaresult,thiswillpuzzletheforeignreadersabouttheoriginalintention．Throughtheanalysismentionedabove，fofei2阻publicityisakindofcommunicationespeciallywithforeignershavinglittleideasaboutChina。SinceChinahaswongreatsignificanceintheintemationaitradeandbusinesses．muchmoreforeignershavegreaterinterestincommunicatingandcooperatingwiththeChinese．rn嚣communicationbetweentheothercountriesandChina,especiallyinthefieldofsomebigevents?suchastheOlympicGamesorThe％ridExposition。ismoreheatedthaneverbefore。Accordingtoresentstatistics．70percentofthematerialsforinternationalcommunicationareaccomplishedinEnglish．嗣!liSchapterhasintroducedtheoriesonrelevanceandtherelevance-theoreticapproachtotranslation，andalsocoversanoverviewofC。Etranslationforinternationalpublicitymaterials。弧efollowingchapterwillintendtocombinethetheoriesmentionedabovewithpractice。exploringtheapplic砸onofrelevancetheorytoC-EtranslationofpublicitymaterialsinthemagazineShanghaiExpo． ChapterThreeApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpoThreeAnalysisofApplicationsofRTtoC·-ETranslationofPublicityMaterialsinShanghaiExpoChinahassuccessfullyheldExpo2010Shanghaithisyeat,whichWasagrandinternationalgathering．Therewerequiteafewpublicationsinvolvedintheworkofpublicityforitthen,suchasAnOverviewofExpo2010ShanghaiChina,WorldExpoEnglishUsingHandbook,LearnEnglishfromHaibaoetc．．Amongthem，ShanghaiExpo，theonlyofficialmagazineinChineseandEnglishaswell，mightbeacomprehensivemultilingualmagazinetargetedtotheChineseandforeignreportingandalsoenjoyedhighprestigeowingtoitscontributiontothisexhibition．Therefore，thismagazineischosenastheresearchobjectofthisdissertation．ItiSalsoatimely,objective．colorfulandinformativemagazinewithvividillustrations．AlmostallarticlesintheEnglisheditioncanbenoticedtobetranslatedfromtheChineseedition，andthecompositionofbothversionshasexperiencedthreeperiods．Atthebeginningofpublishing，translationmaterialsinEnglishwereprintedrightlybehinditscorrespondentChinesearticles，whichbroughtaboutdifficultyincomprehendingthebothversionsatthesametimeforifdoingSOonehadtoturnpages．However,asthemagazinehasgainedmorepopularity,thewholeEnglisheditionswererevisedtopresentthemselvesinthebackofmagazines．Asaresultofsucharrangement．thelargerdistancebetweenthebotllversionsaddedmorereadingdifficulty．Notforlong，havingnoticedthephenomenoncausedbythischange，thepublisherhasrevisedthecompositionagaininwhichcorrespondentEnglisheditionsalmostcoverthesamepagewithitSChineseeditionswhich，inmostcases，makesitconvenientforreadersfromdifferentbackgroundstolearnaboutinformationconveyedineachedition．Inaddition，suchlayoutofthemagazinebringsthesamebenefitespeciallytopeoplewithlanguagelearninginterest．Hence，C—EtranslationplaysadominantroleinthemagazinethequalityofwhichisnodoubtdeterminedbyhowtotranslatetheChineseversion．3．1C-ETranslationStrategiesofPublicityMaterialsinShanghaiInShanghaiExpo，mostpassagesaimatdescribingthepavilionsunderconstructionandrecordingtheprocessofpreparationforthisbigevent，inwhichmanypeculiarexpressions，suchasgeographicalterms，traditionalcustoms，peculiarChineseobjects，historicaltermsetc．appearwithgreateffortsoftranslatorswhodonotmakeitliteral，instead，interpretthemeaningofthoseexpressions．Inthispart．37passagesandtheirEnglisheditionsselectedfromthemagazineShanghaiExpo丽llbeanalyzed，andtheauthorwillsummarizesometechniquesandstrategies ChapterThreeApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpoemployedinthetranslationofpublicitymaterialsinthemagazine．3．1．1o嫩issionOwingtothespacelimitationofthepagesinthemagazine，especiallythelayoutofChineseandEnglisheditionsinthesamepage，omissionplaysasignificantpartinalltranslationstrategies。Itreferstodeletingsomeinformationfromthesourcetextwhichissometimesoverloadedwithrepetition，culture—specificterms，andfloweryexpressions，orunimportantanduninterestingtothereaders诚mthepurposeofobtainingconcisenessandbringingtheusefulonesinto鲥lplay．Literaltranslation，however,willbeeitherhardforforeignreaderstounderstandornotcomplywiththeirreadinghabits．Therefore，omissionmustbeagoodchoicefortranslatorstomakeunderthiscondition。FromtheperspectiveofRT,targetreadersofthemagazinemighthavethethoughtinmindthatthepreciseanddirectexpressionwillbebetterfortheunderstandingoftheforeigncultureandknowledge,whichmeetstheoriginalwriters’intentionthatthetranslatedcontentsshouldbemadeclearandacceptablebythereaders。Repetitionofthesamemeaning，floweryandpompouswords，andculture—loadedsentencesandunimportantfactsallmaketheChineseversionobscuretoforeignreaderiftranslatedliterally．弧eemploymentofomissionofthesephrasesandsentencescailavoidsuchproblemtoalargeextentandhe}lpreadersunderstandthetranslatedEnglishversionsmuchbetterandfasterwithlestcognitiveefforts，i．e。theyhaveachievedmaximalcontextualeffectsfromtheomittedversionswithoutspendingmuchprocessingeffortstocomprehendobscuresentencesinChinese．Inthisway,theoptimalrelevancecanbereached．3。1．1。lOmissionofRepetitionmeansusingmanykindsofexpressionswiththesamemeaningtoconveyasingleidea．SuchusagecanbeeasilyfoundinChineseeditionsofthemagazineandquiteacceptableinChinesewhichmakesuseofittoreinforcemeaning,createsymmetryandavoidambiguity．However,whatisthoughttobenecessaryisconsideredtobeillogicalinEnglishwriting。Pinkham(2000：50)statesthatifthetautologicaltermsaretranslatedliterallyintoEnglish，theeffectwouldbedeadening．(1)上海世博会爨本馆⋯⋯这是一座==金夔亟数羼遍羔鉴盏囊然基受邀，似乎延续和继承了爱知世博会的主题理念，并融入上海世搏会主题，使两者完美转2k每掰I=10JapanPavilioniSdesignedasastructurethatcallfeelthebreathofnature．(ShanghaiExp02009(3)：53)Inthisexample，“会呼吸的展馆”和”与自然共呼吸’'reallyrefertothesameidea：thispavilionmakesfulluseoflight,water,airandmanyothernaturalresources。WithsuchrepetitiontheChineseeditionpresentsitselfmorecolorfi畦，however,westernersmayfeelconfusedifitisdonewordforword．Therefore，only“feelthebreathofnature”turnsupinEnglishedition，whichappearsclearandconciseforreaderstocomprehendwhattheoriginalwriterintendstoexpress：thethemeofJapanPavilionis儇ck鼬ofnature。Thctranslatorshavedonewellinadoptingthewordsfully20 ChapterThreeApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpocompatiblewithhisabilltyandmakingthereaders’processingeffortsworth，thusthecommunicationbetweentheoriginalwriter,thetranslatorandthetargetreadersgoessuccessfully．Inaddition．thewholeparagraphisdeletedintoonlyonesentenceinEnglishtoexpressclearlythemainfeatureofJapanpavilionwithoutgettingforeignerstofacetheotherinformationabout“爱知世博会的主题理念”whichmayappearstrangetoreadersandevenisnotexplainedinChineseversion．Thefollowingexampleswilladoptthismethodaswell．(2)上海世博会举办期横跨春、夏、秋三季⋯⋯尤其是遇到酷暑季节，参观人流聚集在室外将会感到十分炎热。对此，世博园区的控温、降温技术研究也是新招、奇招迭出。Many．i．．n．．．n．．．．o．．．v．．．．a．．．t．．i．．v．．—e—temperaturecontrolandcoolingtechnologieswillbeadoptedintheExposite．(ShanghaiExpo2009(3)：42)ThisChineseversionexplainsthecauseandtheurgentneedofbuildingcoolingequipmentsintheExposite，whichsoundsverbose．Butinwesterners’mind，constructionscannotbebuiltwithoutcoolingdevices，andthereisnoneedtoexplainthecause．“新招”and“奇招”sharethesamemeaningandareinterpretedintoonlyoneword‘‘innovative’’andthesentencesexplainingthecausehavebeencutofffromtheEnglishversion．(3)这个时间，对于来自宁夏的==壅熊±：：!现岱盔匿：二查：醴巫垄筮==美誉的卜崇兴来说，是最忙碌的时刻。Dr．BuChongxing，renownedas‘'theFatherofMelon'’，isfromNingxiaProvince，northwestChina．Dr．Buhasbeenextremelybusyrecently．(ShanghaiExpo2005(5)：72)SinceinChineseversion,thethreetitles“农博士”、“现代农民”、有“甜瓜之父"standforthesamepersonandalsotheyexpressthesameideathatthisdoctorworksforagriculture，thetranslatorchosethemostimportantone：‘'theFatherofMelon”toaddresshimSOastoshowrespect．Andthetargetreaderscarleasilyobtainwhattheonlyonetitlethetranslatorchoosestotranslateexpress，whichshowstheoriginalwriter’Sintentionhasbeentransferredtothetargetreaderssmoothlybyagoodtranslationdonebythetranslatorwhohasestablishedoptimalrelevancebetweentheoriginalwriterandthetargetreaders．(4)⋯⋯为世博园区营造出适应与时代气息的滨水夜景景观带。⋯，whichwillhelpbuildthevibrantandvividriversidesceneryofthetime．(ShanghaiExpo2009(3)：39)ThereisacomnlonphenomenoninChinesethatpeopleliketousefour-charactercompoundstoaddtheaestheticbeautyinsoundandform．However，inthisexample．“明暗有致、高低错落、层次分明”expressthesameidea：vibrant；andtt动静结合、充满活力”：vivid，whichfulfillsthepurposeofobtainingconcisenessandmeetsreadersexpectationsofwhatthebeautifulriversidescenerylookslike．(5)上海世博会西班牙建筑⋯⋯其外观宛如一个的篮子"。 ChapterThreeApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpoSpainPavilionappearstobea‘'wickerbasket”．(ShanghaiExpo2009(3)：52)111isisatypicallytautologicalsentenceinChinese，inwhich“柳条编制的篮子”itselfcanshowtheexteriorshapeofSpainpavilion，and“流线型、不规则的”restatesthemodemanduniqueconstruction．ButinEnglishversion，thetranslatorsomitthetwodescriptivephrasestoavoidrepetitionandachieveconciseness，andmakeitrepresentwhattheoriginalwriterthoughtbyusing‘'wickerbasket’’tostatetheoutlineoftheSpainPavilion．Tothetargetreaders．sufficientcontextualeffectscanbeyieldedbysuchanapttranslation．3．1．1．2OmissionofFloweryandPompousWordsDuetothedifferenceofwritingstylebetweenChineseandEnglish，theaestheticstandarddiffers．Chineseisfeaturedbyhighly-embellished，elegant，ornateandboastfulwordstoexpressopinionsandshowappraisal．ItCallbeeasilyseeninChineseversionsofShanghaiExpothatrhetoricaldevicesandfour-charactercompoundsareWl。delyusedtoachieveanaestheticbeauty．However,Englishmustbeobjectiveandexplicit，andtruthisofgreatimportance，whichischerishedandemphasizedbywestemers．T11eforeignreadersdislikereadingarticles“l0ffloweryandhighly—soundingwordsorslogansthattheyregardasempty,vagueandgeneralphrasesdevoidofcontent．Thus，thedeletionoffloweryandpompousexpressionsandkeepingplainandfactualinformationCanbeanotherusefulmeansofC．Etranslation．Thetranslatorsmusthavemadecorrectassessmentofthetargetreaders’cognitiveenvironmentsstatedabove，ortaketheEnglishreaders’readingorientationintoaccount，toselectwhatisappropriateforthemtoinfertheoriginalwriters’intentionfromthetranslatedversions．Therefore，theauthorchosethefollowingparagraphsascasestoillustratethisidea．(6)上海世博会的夜景，垡虹噬盛世，光彩照煎空。Atnight．theExpoSitewillberenderedintotheworldoflights．(ShanghaiExpo2009(3)：39)(7)该案例将以植物墙建筑为参照原型，同时结合巴黎的另一个展馆案例“一江菱盔!．二直迭±!墙直二蚕生活匦墨：进行策展。展厅将通过搭建大型实物模型形象地表现塞纳河的风貌。⋯amockupofthevegetablewallwillbeconstructed．alongwithanotherexhibitioncaseofParis，toshowcasethepicturesquesceneryonthebanksofSeine．(ShanghaiExpo2009(3)：55)Inthesetwoexample，theunderlinedexpressionshelpconstructsymmetryandparallelism．“华灯映盛世，光彩照夜空”bearthesameideaSOthatthetranslatorhasomittedthemandadopted‘'theworldoflight”instead．“一江秀水、一方沃土、培育一番生活风采”isnodoubtafloweryphrasewhichmaybevagueandoverelaboratedtoforeignreaders，SOthewholeexpressionisdeletedinordertoshowtheclearandcoremeaning．ThereisnoneedforthetargetreaderstospeedSOmanyeffortstoinferwhattheoriginalwriterandthetranslatorintendtoexpress． ChapterThreeApplicationsofRTtoC量Translationo—fpublicitymaterial—sinShanghaiExpo(8)建箕量邀圜墼童鐾：壁蠖嚣匿丕堡这是童签：墼基二蝗璧堂鲞然笪悛厶鸢鲞!圣弛建笾!基熊鳖缱羹堂擅金逝基丞鲢型丝生塞丝盛墨：厦噻羞邀遵金匮墨鲞塑煎隧丝理盒。它们代表着2l世纪的建筑新思潮⋯节能、环保、绿色、和谐，将为2l世纪的人居提供示范。Variousbuildingsandpavilionsrepresentthearchitecturaltrendinthe2l惑century-一一energyefficient，environment-friendly,green，andharmonious，whilediscussinghowtocreatealivableenvironmentforthepeople．(ShanghaiExpo2009(3)：44)TheunderlinedsentencesfeatureageneraldescriptionoftheExpositewithmusicandinnovativeenvironment，whichmayleadtoavaguecomprehensionandfailtohighlightthemainideaofthewholeparagraphiftranslatedliterally．Thus，inEnglishversiontheyareomittedwiththepurposeofemphasison‘'thearchitecturaltrend'’inthenextsentence．(9)他在寸土寸金的南京西路商豳拥有了自己的“=直三佥丝”。如今，沙龙的经营蒸蒸垦土。作为一个新上海久，他随着这个城市的脉搏“囤出亟往：日落面息"，忙碌却倍感充实。NowYamawabinotonlyhashissaloninthehoReapartoftheCBDonWestNanjingR0越，buthasalsomadelotsoffriendsinthiscity．TheyoungJapanesemallisfullyenjoyinghislifeinShanghai。(ShanghaiExpo2005(5)：69)Four-charactercompounds“蒸蒸蹬上”，“髓出而作，园落焉息’'andpompouswords"一亩三分地’'popupintheexampletohelpbuildavariedsentencestructureinChinese。Butiftranslatorstaketroubletoexplainwhat“一宙三分地"impliesandthelivinghabitofChinesebythephraseof“日出而作，日落而息”intheEnglishversion，thecommunicativepurposefailsforthepassageaimsatdisplayingthisyoungJapanese’SlifeinShanghai．(10)⋯⋯降温措施包括：栽植高达速生乔本，形成堡丝覆董窒闷，造建箕是錾业竺盎挂鲢==；利用人工制造竺窒堂题：制造整体降温效果；通过喷雾系统鲎焘旦太坚蕉凼煎鎏廑：隆堡迤廑；⋯⋯⋯manycoolingmeasureshavebeentakenintoaccount，whichincludetheplantingoftallandfastgrowingarbors，artificialdraught,andsprayingsystem。(ShanghaiExpo2009(3)：42)TherearemanyrhetoricalphrasesusedinChineseeditionwhichadddiversitytolanguageandofcoursecorrespondwiththethinkingpatternoftheChinese．Iftheyaletranslatedintodetaileddescriptionseeminglyfaithfultotheoriginal，theEnglishversionwillloseitsownstyleandmayseemstrangetoforeignreaders．Consequently,translatorsdeletethemandmakeuseofsimplephrasedtoexpressthemainideaofthesentence．(n)今天，中华人民共和匿成为了2010年世博会的主办国，这本身就已充分体现出我国的综合国力，史国厶匿垦经真正塑起塞王。ThePeople’SRepublicofChinawillbecomethehostcountryforthe2010WorldExpo，whichfullyreflectsthecomprehensivenationalstrengthofourcountry．(ShanghaiExpo2005(5)：60)“中国人民已经真正站起来了’’isacommonandtypicalhigh-soundingslogan ChapterZhl℃eApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpoinChinese，whichnotonlyrestatesthestrengthofChinaintheformersentence，butisshortofcontentiftranslatedwordforword．Therefore，translators1eaveitout．3．1．1．3OmissionofCulture-LoadedSentencesandUnimportantFactsDuetothewritinghabitofChineselanguage．somequotationsandtermsfullofculturalfeaturesbecomethefavoriteandcommonlyusedphrasesbyChinesewriters．Ontheotherhand，owingtothelimitedspaceofpagesinthemagazine，Englishversioncannotexpressitsoriginaleditionliterally．Asaresult，inlotsofarticles．manysentencesorevenparagraphsareshortentooneortwosenteneesleavingoutthosequotationsortermswhichseemvaguetoforeignersandunimportantfactsorinformationto觚fiUthegoalofthecommunicativeandinformativeintentions．FormthepointofGutt’Sview,suchstrategyCanproviderathercorrectostensionandinferenceforthetargetreaderstounderstandthetranslatedversionsmadebythetranslators，whoplaythedoublerolesoftheaudienceandthecommunicatoratthesametime，havetomakethecorrectcontent-combinedandauthor-intendedcontextualassumptionduringthetranslation，andthusomissionisadoptedinthisway．(12)(1903年inLondonExpo)中国展馆设在英国馆和比利时馆之间，清政府花费了12万美元打造“门面"：。中国宫廷建筑中的辉煌在这里得到浓缩反映，中国展馆在世界上的首次亮相充满了感染力。ThegovernmentoftheQingDynastyspent120，000USdollarstolifttheimageoftheChinesepavilion．YoucouldfindallthesplendoroftheChinesePalacearchitecturesinthepavilion．TheglobaldebutoftheChinesepaviliondrewhugeapplause、析tllitsenticingfeatures．(ShanghaiExpo2005(5)：59)TheunderlinedsentencesdescribetraditionaiobjectsrepresentingChinesestyleandcustomswhichmayarouseinterestinforeignreaderswhohavesomeknowledgeaboutChina．Onthecontrary,iftheyaretranslatedliterally,otherforeignersmayfeeltheeditionobscuretothem．Soitisagoodwaytodeletethesesentencesinthatitwilllureallreaders’imaginationofwhat‘'thesplendoroftheChinesePalacearchitectures”looklike．(13)!：之拔出坌氩董世：盟丕型坌鐾丕堑!雅丕塑坌亘銮煎：鏖坌虞坌銮进值!：把这样一个具有浓郁中国文化特色的英雄美女故事演绎成为能打动世界各地观众的完整舞剧，是上海城市舞蹈有限公司和上海东方青春舞蹈团的一次创新之举。ItisdefmitelyahugeendeavorofinnovationfortheShanghaiCityDanceCO．，LtdandtheShanghaiOrientalYouthDancingTroupetohavesuccessfullyadaptedthetraditionalChineselovetalebetweenaheroandabeautyintoastate-of-the—artdancedramathathasimpressedaudiencesfromtheworld．(ShanghaiExpo2005(5)：82)Atthebeginningofthisparagraph，lyricsarequotedasintroductiontoafamousChinesedramaaboutGreatConquerorXiangYuandhisConcubineLadyYu，which24 canmakeChinesereadersimmediatelyknowwhatthefollowingcomemwillelaborate．However,averageforeignerswithculturalbarriersmaynotappreciatetheoriginalfavorofthelyricseveniftranslatorstakemuchefforttoputthemintoEnglish．TheomissionofthisquotationdoesnotreducetheflavorofthearticleandCallmeetforeignreaders’needsandacceptability．(14)⋯⋯他感觉，芬兰馆首先要代表芬兰的特质。“差垦墨经过数亘生丞星：垫丕正是签理工二登坚韧堕!同时他也希望来自四面八方的人来到芬兰馆，各种思想与观点在这里碰撞、交流、融合。在他看来，这本身也像极了壶穴的形成过程。⋯SoitbecomesthebestconcepttodescribeFinland．Byincorporatingtheconceptintoarchitecturaldesign，thearchitecthopesforaPavilionwheredifferentideasandthoughtsclash，interactandfuse，justthesamewiththeformingprocessofthe“giantkettle”．(ShanghaiExpo2009(3)：76)(15)在“阿里巴巴”洞穴大门打开之前，每个游客领到一个老式的“矿灯”，这个历史文物“矿灯”被赋予了新的作用，它既是一盏照明的灯，又是一个语言解说器。Beforethecavemdooropens，everyvisitorwiUgetanold-styleArmytorch，whichiSaremodeledversionoftheSwissArmyflashlightthatfunctionsnotonlyaslights，butalsoastalkingmachinestogiveinformationontheexhibits．(ShanghaiExpo2005(5)：35)Inthesetwoexamples，largepartsofcontentwhichmayseemunimportantinformationtotheinterestofforeignershavebeendeleted，especiallyinthesecondonethatonlytranslatestheuseofArmytorch，leavingouthowtomakeuseofit，whichisacommonphenomenoninthemagazinethatsincetheEnglishversionneedsfactsandconcisedescriptions．sometimes廿1ewholeparagraphsofSTareomitted．3．1．2Additioniswidelyusedinthestrategiestranslationforforeignpublicitymaterials．ofC-Etranslation，especiallyinC-EExtrainformationsuchasbriefexplanationsorbackgroundknowledgeiSaddedintranslationSOthatEnglishversionsCanbeclearerandeasierforforei趴readerstocompmhendforthepurposeofreachingthemutualmanifestnessbetweenthetranslatorandthetargetreader．Gu_tt(2004：187)oncepointedthatthewayof“providingpartofthecontextualinformationneededthroughsupplementarychannelsofcommunication，suchasintroduction，notes，glossariesandthelike”．Itmeansthatthe仃anslatorsshouldcorrectlyaccessthetargetreaders’cognitiveenvironmentanddecidewhatcontentsarefamiliartothemandwhatarenot．ThisiSthetranslator’Soptiontomakeasuitablecontextualassumptiontomeetthetargetreaders’expectationofgettingmaximalcontextualeffectswimlestprocessingefforts．Thereisademandthatannotationi．e． ChapterThreeApplicationsofRTtoC—ETranslationofpublicitymaterialsinShanghaiExpoadditionshouldbeconciseandbriefenoughforforeignreaderstounderstand，thenoptimalrelevancecatlbeachieved；otherwise，theywouldgetboredandhavelittleinterestinfurtherreading．Asaresult，communicativeintentionmayfail．(16)2009年2月9日，上海世博会城市最佳实践区澳门实物建设案例⋯“德成按”举行交地暨动工仪式。OnFebruary9，constructionofareplicaMacaupawnshopcalledTakSengOnbeganattheExposite．11lereplicaispartoftheUrbanBestPracticesAreashowcase．(ShanghaiExpo2009(3)：94)Inthisexample，foreignersmaynotbefamiliar谢t11what“德成按"is，evenwithitsEnglishname“TakSengOn”．Therefore，translatorsprovidebackgroundinformationtoinformreadersthatitis“areplicaMacaupawnshop”．(17)⋯⋯通过视觉，表现了新西兰土著毛利族古老语言“自亟工的国廑”之意。⋯inaveryvisualsense．theancientMaoriwordfortheterritory“aotearoa'’(translatedasTheLandoftheLongⅥ咖teCloud)．issummonedupandrepresented．(ShanghaiExpo2005(5)：21)InChineseversion，thereisnocertainphrasetorefertowhatthatancientwordis．Nevertheless．theEnglisheditioniSaddedwith‘‘theterritory‘‘aotearoa'’’’todistinguishincaseforeignersmisinterpret“硼1eLandoftheLongⅥ1hiteCloud'’tobeitsoriginalword．(18)舞剧《霸王别姬》⋯⋯2004年3月又在“荷花奖"中国舞剧、舞蹈诗比赛中获得金奖。ThedanceversionofFarewell，MyConcubine⋯alsowonthegoldenprizeofthemuchcovered‘‘LotusAwards’’，China’Shighesthonorinthedanceindustry．inthecompetitionsofdancedramaanddancepoemsinMarch2004．(ShanghaiExpo2005(5)：85)Chinesemaybequitefamiliarwiththeimportantstatusof“LotusAwards”indancecompetitions，whichnodoubtbringsnoclearideaabouttheawardstoforeignreaders．Soadetailedexplanationisaddedtoshowhowbrilliantthedramais．(19)在埃塞俄比亚展区展示的“350万岁的女人⋯露丝”，是此展馆的重要看点。‘Lucy’，a3．5millionyear-old—fossilofafem—alehominiddisplayedintheexhibitionofEtlliopia．alsoattractsalotofattention．(ShanghaiExpo2005(5)：39)Thepurposeofadditionhereistopresentanexplicitnotionthatthisfemalehominidisafossilratherthanamummy,whichalwaysmakespeopleconfusedandarousespeople’Sinterestinfurtherreadingatthesametime．3．1．3Editionistointerpretorparaphrase，andalsoameansoftranslationreferringtoretainthecontentoftheSTwithouttheformoftheoriginalduetodifferentthinkingpatternsbetweenChineseandWesterners．Inotherwords，itisnotliteraltranslation，inwhichtranslatorsaregrantedmorefreedomtoexpressthecoremeaninginthe originaltothetargetreaders．First,onaccountofthedifferenttraditions．。experiencesorhabits．，etc．，acommonlyusedwordwithvigorousassociativemeaningsinChinesewouldbeplaininEnglish．Onmanyoccasions．aculturalterminSLmaynothaveitscorrespondentwordintheTL，iftranslatedwordforword，theymightmakeriosensetotheforeignreaders，andadoptingtoomanyannotationsintheTLwouldmaketheeditionfussy．Inaddition,theformoftheSTisnotasimportantasitsmeaning。Thus，edition、艟llbeagoodchoiceforeffectivetranslation。Secondly,intheviewoftherelevance-theoreticapproachtotranslation,itisdetermined像atthetranslatedversionsshouldbenaturalandexplicitinexpressionSOthatitshouldbemucheasytounderstandbythetargetreaders．Inthe血'stplace。thetranslatorshaveconsideredthecognitiveenvironmentandthinkingpattemsofthetargetreaders，bytakingthemethodofedition，theyactasacommunicatorinthisprocessoffacilitatingcommunication,andfocusonsupplyingthereaderswithinformationthattheydeducefromthewriterinthemostrelevantway,andmeanwhile。makesurethattheintendedmeaningsofthetexthastobemademanifesttothereaders。Asaresult，comprehendingthetranslatedversionswithoutanyunnecessarycognitiveefforts，thetargetreadershaveobtainedwhatthewritersintendtomakeostensiveand甜SOmeettheirownexpectationoflearning。(20)⋯⋯上海世博会波兰馆的递进不仅仅外表抓入眼球，还要进塞堡鱼至堡。⋯thepavilionshallbeaneye—catchingartisticworkaswellIaSanenvironmental-friendly，．construction．(ShanghaiExpo2009(3)：5I)SinceChinesealwaysfavorsabstractthinkingpatternandforeignersprefersconcreteone，it’Sdifficultfortranslatorstoexactlymaintainthecontentconveyedintheoriginal．Inthisexample，“设计”and“讲究”donotappearinEnglishversion,inwhich“绿色环保”hasbeeneditedinto“environmental．．friendly'’toshowametaphor,andwhichhasnotfollowedtheliteraltranslationbyinterpreting“绿色环保”asgreeninitiative．Suchmethoddoesnotonlybringaboutalivelysentencestructure，butpresentsabstraction。(21)网lJ过下午5点，交通便开始拥堵起来，轿车、鼠耄亍车、工地水泥车等此时都汇聚在这个路口。各种车铃声、何师傅的口哨声和红绿灯倒计时的滴滴声，好似一部“马路交响曲"。Itis5o'clockintheafternoon．Thetrafficflowreachesapeakatthismoment．(ShanghaiExpo2005(5)：74)G2)世博园区的绿化景观将会迢地劐蜜：通道丕圜曩魏窒闷数控感来配置不同的植物群落，以凸显其季节性特点，形成一定的堡丝鳖通壁壁终签签。VariousplantswillbeintroducedandarrangedaccordingtothespatiallayoutsoftheExposite,tobuildsomedistinctivelandscapecomplexes．．(ShanghaiExpo2009(3)：43)ItisquiteexplicitthattheseChineseversionsarelonganddetailed．．Therefore,itmakessensetomakesomechangesinthechoicesofexpressions．，whichwouldbenecessarytoattractthetargetreadership．InordertoshowconcisenessinEnglish,‘'the ChapterThreeApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpotra篮cflowreachesapeak'’CallsummarizethedetaileddescriptionoftherushhourinChineseeditionwhileinthesecondexample，translating“因地制宣，通过不同景观空间的特点”into“accordingtothespatiallayoutsoftheExposite”isinconformitywiththemethodofedition。Sodoesthesecondphraseunderlinedinthesamesentence．(23)(TheExpoPerformanceCenter)l刍天如“瞪窒遗援’’、似：茎菱爨悫”，夜晚则茎筮迷离，恍如“浮游都市”。Whatappearstobea‘'艘atialandtemporalshuttle'’inthedaytimewouldturnouttobea“floatingcity'’atraght．(ShanghaiExpo2009(3)：16)(2∞上海世博会西班牙建筑⋯⋯其外观宛如=全遗线型：丕趣型的“柳条编织的篮子"。SpainPavilionappearstobea‘'wickerbasket'’．(ShanghaiExpo2009(3)：52)(25)由于展馆表面采用先进金属材料，堑笾=鲑燧酸处壅：透盛±星。Withanewtypeofmetalmaterial，thepavilionlooksquite"coor'．(ShanghaiExpo2009(3)：28)ThoughtheuseofrhetoricisquitecommoninChinesewhichadoptsmanyembellishingexpressionstOaddthebeautytolanguage，information，suchas：“梦幻迷离’’，“质感十足”，“流线型、不规则”maynotyieldadequatecontextualeffectsforthetargetreaders。ItispropertOsimplydeletethemSOastostraightlyfocusontheessentialstraightly,i．e。thecoremeaningoftheST．(26)挪威馆以“挪威．大自然的赋予"为主题参展上海世博会，将融15棵巨大的“树”构成，逵厶淫切签金到态鸯然魑至拯威鳇夏登迅造。Underthetheme‘'Norway：PoweredbyNature'’，theNorwayPavihonwillcompriseof15huge‘'trees”，togiveasolidinterpretationofvariedlandscape．(ShanghaiExpo2009(3)：50)＼(27)在法国馆中，法国美食带来的璧蹩、法式庭院带来的塑鲎、清凉水世界带来的熊鲎、法国香水带来的监鲎以及老电影片段带来的逝鲎等感性元素，将带领观众体验法国的感性与魅力。ThetasteofdeliciousFrenchfoods，thevisualimpactofFrenchgardens,thecoolofwaterelements，thescentofFrenchperfumes，andthesentimentofoldFrenchmovieclips．。。intheFrancePavilion,visitorswillhavechancetoenjoythesegenuineFrenchsensualityandcharm。(ShanghaiExpo2009(3)：19)Parallelconstructionandhigh-soundingwordsarecommonlyusedinChinesewhileinEnglishtherearenotcorrespondentexpressionstoconveytheexactcontents．1nthefirstexample，“大自然的⋯万种风情”isasortofhigh-soundingwords，andofcourseinterpretedas‘‘variedlandscape”initsSTtranslationwhichstatesenoughexplicitmeaningstothereaders，whileinthesecondone，parallelismconsistsofseveralhumansenseswiththesameword“觉”inChineseversion．Withoutthesametranslationsof“觉”forseveralsensesinEnglish,translatorshavetoeditthesentencebytranslating饿Osesensesinto‘'taste．visualimpact,coolandSOon'’withthepurpose ChapterThreeApplicationsofRTtoC—ETranslationofpublicitymaterialsinShanghaiExpoofcreatingamorecognitiveenvironmentfortargetreaders．3．1．4RecreationistobreakawaytheoriginalarrangementofthesentencesintheSTinaccordancetotherhetoricalruleoftheTZwhichisastrategyofachievingtheTTcoherencebyreorganizing．Newmark(Newmark,2001：76)definesrecreationoftranslationas“⋯roughly，translatingthethoughtsbehindthewords，sometimesbetweenthewords，ortranslatingthesub-text，isaprocedurewhichsomeauthoritiesandtranslationteachersregardastheheartorthecentralissueoftranslation”．Bytakingrecreationasthetranslatingstrategy,thetranslatorsnotonlymustreadbetweenthelines．buthastopossessanabilitytorearrangetheoriginaltextSOastomakethetranslatedversionsaccordwiththethinkingpatternsofthetargetreaders，whichtakestheircognitiveabilityintoaccount．Inotherwords，throughthetranslation，contextualeffectsshouldbeobtainedbythetargetreadersintargettext,whichoughttobesimilartowhattheoriginalreadermaygetinSTthoughthesentencestructureshavebeenchangedalot．Meanwhile，thetargetreaderswillnotmakeunnecessaryeffort．AsabridgebetweentheSTwriterandtheTTreaders．thetranslatorplaysakeyroleinthesuccessfulcommunication．(28)这是一个仲夏夜的梦，一个流光溢彩的天地，酒不醉人人自醉。(新天地酒吧)NightinXintiandiisthehighlightoftheday．Dancingtothetendermusicyoumayfeellikeyouareinadream，buteverythingisreal．(ShanghaiExpo2005(5)：78)(28)东方微露曙光，照醒了沉睡的城市，也预示着新一天脚步的临近，而对于广告公司的叶子他们来说，此刻正是一天中思维最激荡的时刻。Astheftrstlightofmorningtouchesthecity,Yeziandhercolleaguesseesparklesofinspiration．(ShanghaiExpo2005(5)：80)(30)这里是时下上海最时尚的健身房之意，这里丰富的课程代表了现今的健身新时尚；不仅仅是传统的在跑步机上跑跑步，或是简单地重复着有氧韵律操，而更注重一种乐趣的体验，一种气氛的培养。Doingfitnessexerciseshereisnotonlysomethingtoflattenyourbellyorkeeplegslean，butitisawaytogetyourselfmotivatedandfeelgreat．(ShanghaiExpo2005(5)：77)ItCanbeviewedfromthesethreeexamplesthatthereisadifferenceindirectnessbetweenEnglishandChineseparagraphs．TheEnglishparagraphisessentiallylinearwhiletheChineseparagraphhasanindirectdevelopment．(Kaplan，1966：64)ThankstothedifferentthinkingpatternsbetweenChineseandEnglish，theorganizationofChineseversionspresentsflexiblestructuresanddetailedexpressionswhileEnglishprefersdirectandconciseones．Astheoriginalrelatesinthefirstexample：“仲夏夜的梦，酒不醉人人自醉”aretodescribetheatmosphereofthenightinthebar,whicharerenderedinto‘'hight⋯is29 ChapterThreeApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpothehighlight⋯inadream⋯everythingisreal．”．Bydoingthis，translatorsvividlyconveytherealsituationhappeningthen．Theothertwoexamplesencounterthesamecondition．Iftheyareputintoliteraltranslation，Englishversionswillloseitsrealtasteandefficacy．(31)城市化带来的种种问题日益突出，特别是环境问题，已成为各城市关注的焦点。有专家指出：“环境问题处理不好，将成为威胁社会协调发展的一颗定时炸弹。"Amongtheincreasinglyacutechallengesofurbanization，theenvironmentalissuehasbecomeaworldwideconcern．(ShanghaiExpo2009(3)：34)(32)穿梭时空、直达2030年，参观者将亲身体验未来的汽车与城市交通系统，畅游于触手可及的美好汽车生活画卷中。Whatwilltheautoandurbantransportationsystemin2030looklike?HowwillOurlivesbechangedbyautos?(ShanghaiExpo2009(3)：28)Here，thetranslatedtextachievessuccessfulcommunicationindependently．Takingthinkingpatternintoaccount，translatorshaverestructuredinformationtomakerenderingssimilartheoriginalthatisnottooclosebutcancomprehendeeasilywhatisregardedtobeadequatelyrelevantaspectsofreaders．Byresortingtore。creative仃anslationinwhichthefirstexamplealsoomitstheexpert’Sremarksthatjustrestatetheimportanceofenvironmentandthesecondonehasbeeninterpretedintotwoquestionstolurereaders’imaginationwithoutliterallytranslatingthewonderfullifewithcarintoEnglish，translatorsachieveoptimalresemblanceofmeaningstotheoriginalinthetranslatededitionsandtransferoptimalrelevancetothetargetreadersaswellinthatthecoremeaningsoftheSThavebeenstatedclearlyintheTT．(33)从他兴奋的表情可以看得出，他很喜欢中国福建的那种山村民居建筑。“风格独特、规模宏大、结构精巧⋯⋯"，这是他的评价。在他看来，这种圆形土楼就像地下冒出来的“蘑菇"，又如同从天而降得“飞碟”。蚴afimpressedhimmostWasthemountainvillagehousesinFujianProvince．InTeemu’Seyes，thosebuildingswereuniquestyled，largescaledandelaboratelystructured．(ShanghaiExpo2009(3)：76)(34)专家团队正在研究生活垃圾源控制技术，及生活垃圾处理处置和资源化利用设施，从而实现园区生活垃圾减量化，达到物质循环利用的目标。Aspecificexpertpanelisstudyingonthemeasuresforrefusetreatmentwiththe3R(recycle．reduce．reuse)philosophy．(ShanghaiExpo2009(3)：38)(35)会议指出，经过上海市和全国各省(区、市)、中央有关部门的共同努力，上海世博会各项筹办工作有力、有序推进。ThemeetingconfirmedeffectiveandsmoothExpopreparation．(ShanghaiExpo2009(3)：12)Itisknownbytranslatorsthatfromforeignreaders’perspectivecoherencewillbelostinaliteraltranslationoftheoriginal．Duetothis，theyalwaystransferthe30 ChapterThreeApplicationsofRTtoC-ETranslationofpublicitymaterialsinShanghaiExpoChinesetextpatternsintoEnglishones，whichcanaccord谢ththeEnglishmodeofthinkingandmaketheEnglishversionmorelogical．Sotheydoinabovethreeexamples，inthefirstofwhichthesecondsentenceintheSTadoptstheparallelconstructionwiththreefour-charactercompounds⋯“风格独特、规模宏大、结构精巧⋯⋯”andinthethirdonetwosimiles⋯“蘑菇”，“飞碟”havebeenputtouse，whichobviouslyisinkeepingwithChinesetextpatterns．Inits’丌，thesetwosentenceshavebeenrecreatedintoonewithconcisemeaningstodescribetheshapeofthebuilding．Andthesecondexampleusesaverysimplephrase⋯3RintheTTtocontaindetailedexplanationsintheSTwhileinthethirdone，averyexplicitexpressionintheTThasshownalleffortsbymanydepartmentsandorganizationsstatedintheST．RecreationinthesethreeexamplesCallnotonlymaketheEnglisheditionsterseandsuccinctSOastosavethespaceofthepages，butalsorecreateoptimalrelevanceforthetargetreaderswiththesamecontextualeffectasthesourcetextreaderCanobtain．(36)参观者可以同时看到“水池大屏”和电视小屏。眼花但不缭乱，新奇更感创意。VisitorscarlenjoythemediapondandtheTVscreenssimultaneouslyand觚shpresentation．(ShanghaiExpo2005(5)：33)(37)“毛利人的笑脸”成为了新西兰的国家名片，成为了对主题演绎最生动的展示。Theirappealingandfriendlyfacesrepresentthecountryaswellasbringingtllethemesoftbeexhibitiontolife．(ShanghaiExpo2005(5)：22)Recreationherereferstothatasuccessfultranslatorarenotonlyabletoreadbetweenthelinesbuttotranslatebetweenthelines，suchas“眼花但不缭乱，新奇更感创意”and“对主题演绎⋯．”，inordertorestructuretheoptimalrelevanceforthetargetreaders，whichputsemphasisonsimilarityofspiritratherthanform．Thispartprovidesseveralconcretetranslationstrategies，includingomission,addition，edition，andrecreation．Thepurposeofapplicationofthesestrategiesistobridgethedifferencesbetweenthetwoculturesbysearchingfortheoptimalrelevance，andreducethetargetreaders’effortsinachievingsuccessfulcommunication．ThefollowingpartwillelaborateandanalyzehowRTguidessuchtranslationtoachievetheoptimalrelevance。 ChapterThreeApplicationsofRTtoC—ETranslationofpublicitymaterialsinShanghaiExpo3．2AnalysisofC—ETranslationinShanghaiExpofromthePerspectiveofRelevanceTheory3．2．1MakingIntentionsandExpectationsMeetInRT,ifasuccessfulcommunicationhastobeachieved，thecommunicatorshouldmaketheaudiencerecognizehisinformativeintention．“Thecentralclaimofrelevancetheoryisthathumancommunicationcruciallycreatesallexpectationofoptimalrelevance，thatiS，anexpectationonthepartofhearerthathisattemptatinterpretationwillyieldadequatecontextualeffectsatminimalprocessingCOst'’(Gutt2000：31-32)．Everycommunicationwillcreateanexpectationofrelevance．ItiStheresponsibilityofthetranslatorbehagthecommunicatorwhiletranslating，toavoidcommunicationbreakdownsormisunderstandingandtomakesuretherecognitionofhisinformativeintentionbytheTTreaders．Thusthetranslatorfacesthequestionaboutthewayheshouldcommunicate．Anditisdeterminedbythecommunicator’SviewoftheTTreaders．，IntentionshererefertothecommunicativemotivesoftheSTwriterandthetranslatorbehindhislinguisticchoicesandexpectationsmeanstheexpectationsoftheTTreaders．111etranslator,whoiSinvolvedintworoundsofostensive．inferentialcommunication,iSresponsibleforensuringthattheintentionsandtheexpectationsaresupposedtomeet．Inthefirstroundofcommunication，thetranslatormustcomprehendtheintendedassumptionsfromtheutteranceoftheSTthroughinferenceSOastograspthecommunicativeintentionsoftheSTwriter．ItiSnodoubtthattheinferencegreatlyreliesonthecontextanddifferentinterpretationsoftheSTmaybeyieldedfromdifferentcontexts．W1lileinthesecondroundofcommunication．thetranslatorshouldhaveclearideaaboutthepotentialcognitivecontextoftheTTreaderandinthemeantime，itiShistasktodeterminewhetherthecontextualassumptionsexpressedbytheSTwriterlieinthepotentialcontextofthe"ITreader．Asmentionedabove，asuccessfulcommunicationiSrequiredtomakethereaderrecognizetheintentionofthecommunicator．Asaresult，thetranslatorfacestheproblems，such嬲howtotransmitinformationexpressedbytheSTwriterorwhattobetransmittedinTLversion．IfhecallobtainfullknowledgeaboutthecognitivestateoftheTrreader,itmaybecomparativelyeasytosolvetheseproblems．However，becausedifferencereadersmayhavedifferentcognitivecontextsanddifferentexpectations．itiSsometimeshardtoconveyhisunderstandinginaccordancewiththeTLreader’Sexpectations．AsGuttstatesthat“⋯whattheintendeddegreeofresemblanceiS⋯mustbesharedbythetranslatorandhisaudience．Furthermore，becauseoftheasymmetricaldistributionofresponsibilitiesinostensivecommunication,theburden谢llbeonthetranslator：hehastoensurethatitiScleartohisaudiencewhathisintentionsinthisrespectare，andalsohisintentionsmeettheaudience’Sexpectation．”(Gutt，2005：192)Therefore，itCanbeseenthatstrategiesadoptedinthetranslationarelargelydependentonthetranslationintentionandexpectationsoftheTTreader．Guidedby32 ChapterThreeApplicationsofRTtoC—ETranslationofpublicitymaterialsinShanghaiExpoRT,thetranslatorcailhavemuchfreedomintranslation．inwhichTLreader’scognitiveenvironmentcallbeestimatedandiudged，andthenhecanmakethechoicethatappropriateexpressionsshouldbeacceptableforTTreadersinordertofitSTwriter’scommunicativeintention．Inotherwords。hecanmakeuseofdifferentmeansoftranslationstrategieslikeomission,edition,orrecreationwiththepurposetogiveassistancetoTLreaderstofindthesameoptimalrelevanceinthetranslatededitionashedoesinthesourcetext．3．2．1。1FromthePerspectiveofOmissionAsdiscussedabove，thetranslatorshouldselectanacceptableapproachandmakesurethattheTTreaderhavetheawarenessandagreewithhischoice．T嫩scallexplainthetranslationstrategiesadoptedinpublicitymaterialsuchasomission，addition,editionandrecreation．IntheEnglisheditionofShanghaiExpo，manygoodtranslatedarticlesprovidemuchinform撕ontoforeignerswhohavegreatinterestinthefascinatingandsplendidExposite，uniquecultureofeachparticipativecountryandthebuildingprocessoftheExpopavilions。俄s砌ormationtakingthenee蠡oftargetreadersintoaccountcancatertotheirtaste，whichshowsthepointofmakingintentionandexpectationmeet，TranslatorsofShanghaiExpobeartheprocessingeffortandthecontextualeffectinvolvedforTTreadersinmindsincebothviewsgreatlycontributetohelpingachieveoptimalrelevanceintranslationprocessinwhichtheyneedprovidetheirEnglishreaderswithoptimally’-relevantcontextandthenchooselinguisticexpressionspropertostatetheirinformativeintentionbymeansoffullyconsideringtheforeignreaders’cognitiveenvironment．蹦t11thepurposeofdecreasingprocessingeffortonthepartofEnglishreaders，translatorsofShanghaiExpomakeuseofomissionasatranslationmethodtodistinguishthewritingtechniquesinChinesefromwesternones．髓盼alwaysdeletetautologicalexpressionsandsomeunnecessaryinform越on。Itcanbeseeninexample(1)，(2)，(3)，@)and(5)，whichwillnotonlylosetheiroriginalfavorinChinese，butEnglishreadersmaygetconfusedaboutasingle瓶ngbeingsaidagainandag如aswellifallthoserepeatedexpressionsaretranslatedliterally．W讹redundantinformationdeleted，EnglishreaderscanbeprovidedwiththeversionwhichfittheconcisefeatureofEnglishlanguage。Asaresult，itwillbenotnecessaryforEnglishreaderstomakemanyprocessingeffortstocomprehendthetranslatedversions．hthelightofEnglishreaders’readingorientation,somefloweryandpompouswordsareomittedbytranslatorsinordertoinvolvelessprocessingeffortssinceEnglishreadersdonotsharethesamecognitiveenvironmentwiththeChinesereaderswhoareusedtosuchexpressions．Atsametime，valuable,factualandobjectiveinformationiskeptthatcanapparentlystatetheinformativefeatureofpublicitymaterials．Example(6X(7)，(8)，(9)，(10)and(11)cansupportthispoint，inwhichmanyfour-charactercompoundsandhil曲一soundingexpressionsaredeletedtolessenunderstandingbarrierforEnglishreaderssoastomeettheirexpectationsofachievingrelevanceinreading．Sincethereexistdifferentcultureandaestheticattitudesbetweenthetwo33 ChapterThreeApplicationsofRTtoC-ETra．．．n。——s———l—a—t———i—o．．．．n。。—。。o．．．f．．．．—p—。．u．．。．b．．．．1．i．．c．。．．i．t．．y．．．．．．m．．．．．a．．．t．．．e．．．r．．i．．a．．．1．．s．．．．．i．。n。。．。．S．．．．h．．．．an．．．．．．g．．．．h．．．a．．．．i。．．E．．．．x．．．。p。—o—languages，somecultural．10adedsentencesandunimportantfactsareomittedforthepurposeofreducingtheEnglishreaders’processingefforts。TranslatorskeeptheknowledgeinmindthatthereadinghabitsandexpectationofthereadersarequitedifferentfromtheChineseones，sotheychoosetheessentialpartsofthesentencestotranslateandomitsomeaestheticdescriptionsandquotedlyricsastranslatorsdointheexampleof(12)and03)。Theliteraltranslatedversionsmaynotonlyaddbarrierstothereaders’understanding，butcannotmeettheirexpectations．Therefore，thegratuitousprocessingeffortstocomprehendtheinformativeintentionofthepublicitymaterialscallbereducedfromthepartofEnglishreaders，andintheendtoreachthedegreeofoptimalrelevance．3．2。1．2FromthePerspectiveofAdditionMuchbackgroundinformationhasbeenaddedintotheEnglishversionsbytranslatorsofShanghaiExpowho，inconsiderationofdifferentcognitiveenvironmentoftheTTreaders，havetheintentiontomaketranslationrelevanttothembyprovidingadequatecontextualeffect．ThecommunicativeintentionoftheSTwriterinexampleof(IS)istoshow“LotusAward'’isaveryimportantprizeinthedancecompetitionsofChinasoastoprovetheSUCCesSofthedramaFarewe跪MyCone曲ine．Butthe"ITreadersmavhavenoclearideawhattheprizeisandhowwonderfulthedramaisjustbyknowingthenameoftheprize，whichmayfailtheirexpectations．Forthisreason，thetranslatormakesthecontextualassumptionsofferingcontextualcluefortheTTreadersbyexplai磁ngthat‘"LotusAward'’isChina’shighesthonorinthedancehistory．Andtheotherthreeexamples06)，(17)，(19)havealsobeentranslatedinaccordancewiththeTTreaders’expectationsbyputtingmoreinformationasexplanationoftheoriginalversionsinordertoreducetheirprocessingeffortsandachievethemutualmanifestness．3．2．1．3FromthePerspectiveofEditionItisquitecommonthatthefaithfialtranslationoftheSToftenmakestheTT‘‘strange”totheforeigners，althoughtheyarewillingtomakemanyefforts．Thus，theliterarypomposityislessenedtopracticalexpression．Inordertomakeithi曲lyrelevanttoreaders，itisafreerenditionthatisgiventothehighlightedpartsoftheChinesetext。EditionistokeeporiginalsentencesasitsbasicunitsandtakethewholeSTintoconsideration蠢swellduringtranslation．theaimofwhichistoeditthestyleoftheSTandtheideologicalcontentandmaintainthepatternsorsentencestructuresoftheSTasmanyaspossibleasaresultofmakingtheinformativeintentionof壤0STmorecomplicittotheTTreadersandmeettheirexpectationsofgraspingthecolemeaningofthe订．强eTTafterbeingeditedresemblesthestylisticpropertiesoftheST,sinceeditioncallhelpreachtheinterpretationintendedbytheoriginalcommunicator,i。e．theSTwriter,forthetargetaudiencebyprovidingthesamecluesofrelevanceastheStWhiletheTTreadersdonotalwayscomprehendthetranslationinapassivestate，onthecontrary,muchroomisnee&dtoofferforthemtounderstandthe34 translatedversionsbythemselves．The聆forethetranslatorshouldmakethecorrectassessmentofthecognitiveenvironmentoftheTTreaders,andthenmakesadecisionaboutwhetherornottobringouttheimpliedmeaningoftheST．ItisknownthathigherdegreeofexplicationwouldmakelesseffectsandlowerrelevanceeventhoughitmightreducetheTTreaders’processingeffort，inthattheyaredeprivedoftheopportunitytoappreciatetheoff。ginaltextinitstrueflavor．Thus，incertaincases，editionmaybethemostappropriatemeallsofconveyingtheSTwriter’sintendedmeaningandachievingoptimalrelevance．IIl也eexample(23)，twosimilesinChineseversion“时空穿梭”，“艺海贝壳"havebeeninterpretedtobe‘‘spatialandtemporalshuttle'’asametaphorinEnglishversion，whichnotonlyretainsthesimilarstructurestotheST,buttheessentialmeaningoftheSThasbeenshownintheTTbytranslatortoprovi&enoughcontextualeffectsfortheTTreaderswhocanobtainthecommunicativeintentionofthetranslatorandasmuchrelevanceaspossiblewhilereading．Sodotheexample(25)，G6)and(27)．W挺lethewholesentenceoftheSTintheexample(24)hasbeencutdowntopresentaconcisestructureintheTTandkeptthestylisticpropertiesoftheSTatthesametime。since‘'wickerbasket'’isenoughtooffercontextualcluefortheTTreaderstocomprehend．ItCallbeobservedfromtheaboveanalysisthatallthelinguisticpropertiesoftheSThavebeenpreservedbytheeditionandtheoptimalrelevancecanbeachievedaswell，andconsequentlythefactthatthehisintentionmeettheaudience’sexpectationhasbeenensured．3．2。1．4FromthePerspectiveofRecreationkC-Etranslationofpublicitymate五als．therearealwayssomesituationsinwhichoneisnotallowedtotranslatealltheinformationoftheoriginalowningtothespeciallimitationofpagesorthecognitiveenvironmentofthetargetreaders．Translatorswhoassumereaders’cognitiveenvironmentanddecidethepotentialrelevancehavelibertytotranslatematerialseitherselectivelyorcompletely．Oncetranslatorsmeettheneedsofthetargetreaders，inotherwords，theyconveycontentsbyrecreationinaccordancewiththeprincipleofrelevance．itwillbesuccessfulforthemtoachievetheoptimalrelevanceandthematerialscouldbecomethemostrelevantinterpretationoftheoriginalones．Intheprocessofrecreation,translatorsa内戚thetargettextproperlywiththemeansofgraspingtheessenceoftheoriginal，rewritingtheinformationstruc衄ewithoutsignificantlOSSaccordingtoreaders’wayofthinking．Thismethodcanyieldexplicitandnaturalexpressionsinthesensethatitisunnecessarilydifficulttounderstand．TranslatorsofShanghaiExpohavetakenthemeansofrecreatingtheChinesetextsintoEnglishonesinordertopromoteEnglishreadersunderstanding．Intheexample(28)，theSTwriter’sinttentionistoshowaromanticatmosphereinthebarwithpompousphrasesandthesaying“酒不醉人人自醉”，b瞧ifliterally,thetextwillloseitsspiritandmaketheTTreadersconfusedaboutwhetheritisconcerningaboutthebarorthenight。Hence，thetranslator,havingestimatingtheexpectationoftheTTreadersofwhatthebariSlike，recreatesitnotonlytopresent35 theatmosphereinbarbutalsodescribeadreamingnight,andinendtOachieveoptimalrelevance．withobjectiveandexplicittranslatedversioninaccordancewithEnglishexpressionhabits，asiscasewithexample(29)and(30)．ThesetwoexampleshavemadeuseofrepeatedsentencestoexpressoneideainChinese，andtheirEnglishversionshavejuststatednuclearmeaningwithconcisesentencestructurestomeetexpectationsofTTreadersthatfirstoneistoinformpeopleanewdayiscomingandsecondoneimportanceandsignificanceoffitnessexercises。Inexample(35)，theTTreaders’expectationiStoknowhowExpopreparationisgoingon。Tl羚translatorshavecompressedsentencestructurebyleavingtranslationofeachunitofauthoritiesout，aspeopleobviouslyhaveaclearidea,whichtakesresponsibilityofworkofpreparation．AndTTreaderscaneasilygettoknowthatpreparationisgoingonsmoothlyfromtranslatedversionandobtainoptimalrelevancewithoutinvolvinggratuitousprocessingefforts．Inaword，theadequatecontextualeffectforthe订readerscanbeprovidedbysuchtranslationmethodsasomission，addition，editionandrecreationemployedinShanghaiExpo,andoptimalrelevancecanbeachievedbyTTreaderswithminimameffort．Hence，thetranslators’intentionCanmeetexpectationofTTreaderswiththosemethodsandeffort．3．2．2PublicityMaterials．11随nslationasInterlingualInterpretiveUseIthasbeendiscussedinabovesectionthatprincipleoftranslationiStoretaincontentandfunctionoforiginaltextorsourcetextintargettext．ZhaoYanchunstatesthattranslationiSanactofostensive—inferentialintralingualorinterlingualinterpretationofansourcetext．AsGuttpointsout。”atranslationisareceptorlanguagetextthatinterpretivelyresemblesoriginalinrelevanceaspects，andatranslatorcanmakeinterpretationofadirecttranslationeasierbyprovidingpartofcontextualinformationneededthroughsupplementarychannelsofcommunicatio毡suchasintroductions，notes，glossariesandliIce¨。(Gun，2005：l87)飘祷waytranslatorsofShanghaiExpoliketoadoptiStointerpretadirecttranslationnotaliteraltranslation。翟硒seexamplesofomission。addition。editionandrecreationinpreviouspartsaresamecasesasthis。hShanghaiExpo，owingtodifferentcognitiveenvironment，‘'explanation'’and‘'translation'’arecombinedtointerpretpeculiarChineseexpressionsandphrases．inwhichtranslatorshaveadoptedomission，addition，editionandrecreationinallefforttomaketranslatedversionsplainandeasyforTTreaderstOcomprehend。Asill娃leexample(7)，(9)，and(13)，“一江秀水”，“～方沃土”，“圜出丽作，网落而息”and“力拔山兮气盖世，时不利兮骓不逝、、、”aleveryfamiliarphrasestO她STreaders，whileTTreadersmaybeatalossifversionstranslatedliterally．Wl如methodofomission,thesentenceshavebeeninterpretedtoemphasizeoncoremeaningoftextbydeletingsuch曲SCUreexpressions．Besides，additioniSemployedskillfullytointerpretsomeculturalioadedphrasedandconfusing36 ChapterThreeApplicationsofRTtoC—ETranslationofpublicitymaterialsinShanghaiExpoexpressionsl龇theexample(1蛾(17)，(18)。Asthc鞭readerscanview,“德成按”isapawnshopinitsEnglishthattheSTreadershavealreadyknown．AndtheEnglishversionhasbeenadded“China’sllighesthonorinthedanceindustry'’tointerpret“荷花奖”withthepurposetoinformtheTTreadershowbrilliantthedramais．W曲thehelpoftheadditionalexplanation，thecontextualbarrierhasbeenbridgedandassuredthemutualunderstandingandcommunication。Tl搀setwomethodshaveassistedthepublicitymaterialstranslationsomuchwiththeinterpretationofadirecttranslation。letalonethemeansofeditionandrecreation,which,inessence，haveadiustedthesentencestructurestoresembletheoriginalmeaningoftheSZprovidingtheoptimalrelevancewithsimpleandplainlanguagefortheTTreaders。Insuchexampleas(26)，“让人深切体会到大自然赋予挪威的万种风情”isinterpreted，oredgedaswell，into“asolidinterpretationofvariedlandscape”。Notonlytheoriginalwriter’sintentionhasbeenstatedclearly,buttheTTreaderscallobtaintheenoughinformationaboutNorwaywiththeirimagination，inomerwords，theyhaveachievedtheoptimalrelevancefromthisinterpretationoftheoriginaltextwithease。3．2．3InformativeFunctionofPublicityMaterialsTransl鑫量ionInformativefunctionofpublicitymat翻alsistoprovideenoughandfactualinformationaboutChinaforforeignreaders．However,theoriginalwriter’sinformativeintentionmaynotbecompletelyretoldintheTTonaccountofthedifferentcognitiveenvironment．Thus+itistheresponsibilityofthetranslatortosummarizetheprimeinformation。andthenmakeapropertranslationofitwhichmustbemostrelevanttotheSTandprovideexplicitinformationfortheTTreaders．Asaresult,theinformativefunctionoftheSThasbeenachieved．AsGuttpointsoutthattranslationmustfocusonthosecomponentswhicharemostsignificanttothecontext。(Gutt,2005：120)IntheChineseversionofShanghaiExpo,therearemanytwo．character,four-oharacterorfive-charactercompoundswhichaddsymmetryandparalleltothesentencebeauty．Fortheexampleof(4)，西)，(7)，(9)，(23)，(27)，(28)and(33)，allEnglishversionsarecomparativelyplainandsimplewithallthesecompoundstranslatedinterpretativelyforthesakeofclarityandterseness，suchastheexample(33)，thethreefour-charactercompoundsarejusttakenplacebythreeadjectivesmodifiedbyadverbswithoutanyparallel．Onlyintheexample(27)，thetwo—charactercompoundshavebeenrenderedintorelativelyparallelstructures．butitdocsn’tresembletheoriginalcloselyandcompletely．Asisknown，thetranslatorsmakegreateffortstomaintaininEnglishtextstheinformationwhichisthemostimportantintheoriginaltextsandtranslatetheinformationinterpretivelyatthecostofabandoningtheoriginalstructure。Throughtheinterpretationoftheoriginaltextandabstractingthekeyinformation,theTTreaderscanhaveaclearideaaboutwhattheoriginalwriterisintendedtoexpress．Inadditiontothis，someofvariousfigurativeexpressions，poemsandproverbsadoptedintheoriginaltexts，i．e．theChineseversion，toutterinformationandenhancethestructureflavoronlyexistinChineseusage，andcanretaintheoriginalmeaningandformiftranslatedliterallyowingtothedifferentsocialandculturaltraditionsof37 ChapterThreeApplicationsofRTtoC—ETranslationofpublicitymaterialsinShanghaiExpothedifferentcountries。TheTTreadershavenoknowledgeofthebackgroundinformationoftheseproverbsandexpressions．Thusinthesameconditionwiththeabove，thetranslatorshavetoconveytheusefulandmaininformationfromChineseintoEnglishwithnolinguisticpropertiesSOastoinformtheTTreadersofthemostimportantcontentoftheoriginal。Intheexample(13)，thepoem一“力拔由兮气盖世、、、、、、"．whichsaysatraditionallovetalebetweenaheroandabeauty,iswell．notedfortheSTreaders．IfitmustbetranslatedintoEnglish,thetranslatorshavetoleavenostonedunturnedtomakeeacholdChinesesentencesstandoutclearly,whichnotonlywastetheirenergies．butwiIlgiveaobscurerillusiontotheTTreaders。Asaresultofthis，thetranslatorsomititandturntheirattentiontothedetailedexplanationofthefollowingsentenceswhichalSOcarlgiveallexplicitpictureofthewholelottotheTTreaders。Asisthecasewiththeexample(∞，“一宦三分地”hasbeentranslatedinto“hashissaloninthehottestpartoftheCBD”。whichhasclearlystatedthekeyinformationoftheoriginal，andmadeawin-wintranslation．弧iSparthasmadeastudyofC．EpracticeofpublicitymaterialsinShanghaiExpoindetailfromtheperspectiveofrelevancetheory．IfTwoiSpuretheoryandresearch，thisoneistocombinepracticewiththeory,whichdiscussessomeconcretetranslationstrategies，includingomission，addition，editionandrecreation．Fromtheaboveexamples，itCallbeseenthattheaimofapplicationofthesestrategiesistoachievetheoptimalrelevanceduringcommunicationintheformofmagazinewithouttheTTreaderspayingmuchefforttogainsuccessfulcommunication．38 ChapterFourConclusionFourConclusionThepresentstudyisatarget—orientedproductresearch,focusingontheanalysisoftheC—EtranslationofShanghaiExpo．ThetranslationapproachbasedontheRelevanceTheoryisadoptedintotheresearch．Inthisconeludingchapter,themainfmdingsofthestudyarefirstsummarized．Thenlimitationsaresummarizedfollowedbysomesuggestionsforfurtherresearch。4．1SummaryoftheResearchFindingsBeginningwithallintroductiontothecentralconceptsofrelevancetheory,thestudyconsistsofcontextualeffect，ostensive．inferentialcommunication,theprincipleofrelevanceandoptimalrelevance。缪磁aviewtorelevancetheory,verbalcommunicationisthoughtofasallostensive．inferentialcognitiveprocess。andcomprehensionofutterancesisviewedasacognitiveactivity．强oprocessoftranslationinvolvestworoundsofcommunications，inwhichthetranslatorplaysadol拖leroleasbothaudienceandcommunicator．TranslationisalSOanostensive—inferentialprocess，inwhichthetranslatorplaysacrucialroleinevaluatingthecognitiveenvironmentofthewriterandcomprehensiveabili钾ofthetargetreader．nlesameistrueoftheC-Etranslati∞ofpublicitymaterials．Thetranslatorshouldtakethetargetreaders’backgroundknowledge，understandingabilityandinterestintoconsideration，andmakeanevaluationoftheirexpectatio致andtrytoachievetheoptimalrelevanceofthesourcetextandthetranslation。Tomakeadeepresearchintothetheoryhelpssolveproblemsconcerningthecomplexrelationshipbetweencognitionandrelevancesoastobetterinterprettheimpactofrelevancetheoryoncommunication．Secondly,inthelightofrelevancetheory,takingoptimalrelevanceasitspurpose，translationisregardedasaninterlingualinterpretiveuseofcommunication，whichthinksallworkstohetranslatablebycorrectlyassessingthecognitiveenvironmentofboththeoriginalauthorandthetargetreaders。Hence，thetranslatorplaystheroleofthecommunicatorwhoseresponsibilityiStolessenreader’Sprocessingefforttoobtainenoughcontextualeffect，andasaresulttoachieveoptimalrelevance．A1linall，relevancetheorygivesanewdirectionfofpracticestudyoftranslation。Thirdly,龇C—Epublicitytranslationofpublicitymaterials，asabasicwaytopublicizeChinainallitsaspects。carlbeviewedeverywhere；butduetothereasonthatmostofsuchmaterialsarealwaystranslatedliterallyandtheacceptabilityofthetargetreadersiSsometimesdisregardedtotally,thequalityiSneversatisfactory．髓eoverseas-orientedpublicitytranslation～essentialtothedevelopmentofC毯na'sforeigneconomyandculture--barelyfollowanyclearprinciples．ShanghaiExpo，theonlyofficialmagazineofExpo2010ShanghaiChina,hasbeenpublishedandplayedasignificantroleinpublicizingworldwidecultures，andthecommonknowledge39 ChapterFourConclusionconcerningit。Fromtheabovediscussion，itcanbeclearlyseenthatinformativefunctionofthesepublicitymaterialsCallsupplyenoughandfactualinformationaboutChinaforforeignreaders．Althoughtheoriginalwriter’SinformativeintentionmaynotbecompletelyrestatedinChineseversionsowingtothedifferentcognitiveenvironment，itistheresponsibilityofthetranslatorwhoCansummarizetheprimeinformationundertheguidanceofRT,andthenmakesallappropriatetranslationof{twhichmustbemostrelevanttotheSTandprovideexplicitinformationfortheHreaders。Lastly,themaindiscussionhasbeenfulfilledbybringingforththesuggestionthatthetranslationbeguidedbvR嚣levanceTheory．Throughthestrategiesofomission，addition,editionandrecreation，thetranslatedversionsofthemagazinedominimizetheTTreaders’processingefforttoachieveoptimalrelevanceduringtheirreading，andtheirexpectationofobtainingthemaximuminformationCanbemetbytheoriginalwriter’Sinformativeintention．“⋯thetranslatorCanalwaysrelyontheguidanceprovidedbythesearchofoptimalrelevance，takingintoaccountthespecificcontextualbackgroundoftheaudiences／heiSworkingfor'’(Gutt2000：237)。Inotherwords．whoeverwishestocommunicate。theassumptioniSconveyedimplicitlyandautomaticallythattheTTreaderscanexpecttoobtainadequatecontextualeffectswithoutmakingunnecessaryeffort．Fromthispointofview,RTcanprovidesufficientinterpretationandguidanceforthepracticeofC—Etranslationofpublicitymaterials。Underthisguidance，thetranslatorsCallbearinmindthecognitiveenvironmentandtheoriginalwriters’intention,andthenselectivelyorwhollytranslatetheinformation甜STbytakingtheabovemeasurestomaketheTToptimallyrelevanttotheST．Intheend，thetargetreadersCanachievethemaximalinformationfromtheST．4．2LimitationandProspectoftheStudySincemystudyfocusesonthetranslationapproachesadoptedinthepublicitymaterialsbyinterpretingRelevancetheory,thedissertationmakesanintroductionofperspectivesofthistheory．AttemptsatthestudyofRelevanceTheoryintranslationhavebeenmadefromdifferentaspectshomeandabroad。buttheapplicationofittothefieldofpublicitymaterials，SOfarasI'mconcerned,hasnotbeenpaidenoughattention．Thus，thisstudyfillsthatgapandmanagestostrikeupanewconversationill勘atdirection．Butitisimpossibletosettlethematlargeinthisnarrowscopeofthedissertation。Inotherfieldofpublicitymaterials，suchasintemationalnews，broadcastonradioand代films，sportsandSOon,relevancetheoryCallalsobeappliedtoprovideguidancefortranslatorswithahopeofasatisfyingtranslation．ItisonlyinthehopetoofferanaCCeSStothistopicthroughtheexperimentaleffortmadeinthisdissertationinthelightofRelevanceTheoryandpublicitymaterials，andtheresearchcanbenefittheC—EtranslationofpublicitymaterialsSOastopromotetheintemationalcommunication．Furtherexplorationwillbemadesystematicallyandfurtherinthissphere。 AcknowledgeAcknowledgementsFirst，myheartfeltacknowledgementshouldbespeciallyextendedtomysupervisor,Pmf．LaiYihua,whosevigorousattitudetowardsacademicstudyhasguidedmetothefieldsoflinguisticandtranslation，andprovidedmevaluablesupervision,scholarlyadvice，andtimelyassistanceinneed．Withouthisuniqueinspirationandenlighteningsuggestion，thisthesiswouldbynomeanshavebeenpossible．Then，1wouldliketoexpressmysincereappreciationtoallteachersintheForeignLanguagesInstitute，NanchangUniversity,who1wouldneverforgethasofferedmeinvaluableinstructionandwarnlnessduringmyyearsofpostgraduatestudy．Last，deepandrespectfulgratitudewouldgotomylovedfamilymembersandfriendswhoseencouragementandconstantsupporthavegivenmegreatconfidenceinaccomplishingthisPapeL4l何萍June8，2012 Bibliography[1】Baker,Mona．RoutledgeEncyclopediaofTranslationStudieslM】。Shanghai：ShanghaiFor蘸gnLanguageEducationPress，2004。[2]Beamer．L，&Varner,l。InterculturalCommunicationintheGlobaZWorkplace【M】．Beijing：QingHuaUniversityPress，2003．C3jBittner,JohnR．MassCommunication．AnIntroduction【M】。NewJersey：EnglewoodCliffs，PrentiveHall．1986．[43Davis，Linell．DoingCulture：Cross-CultureCommunicationinAction【M】．Beijing：ForeignLanguageTeachingandResearchpress，2005．【5】Emest-AugustGutt,TranslationandRelevance：CognMonandContext【I嘲。上海：上海外语教育出版社，2004／2005[6】Emest-AugustGutt。TranslationandRelevance【M玉Cambridge：BasilBlaekwell，1991。[7】Ernest-AugustGutt。TranslationasInterlingualInterpretiveUse【A】．LawrenceVenuti．TheTranslationStudiesReader【C】。上海：上海教育戡版社，200l【8】EugeneA．Nida&JinDi。OnTranslationwithSpecialReferencetoChineseandEnglishOVll。Beijing：中国对外翻译国版公司，1984．【93Grundy,Peter．DoingPragmatics【l川．London：OxfordUniversityPress，2000。[10]Gentzler,Edwin．ContemporaryTranslationTheories[M]．Shanghai：ShanghaiForeignLanguageEducationPress，2004．【11]Kellermart,Eric&SharwoodSmith，M．．Cross-linguisticinfluenceinsecondlanguageacquisMon[M]。Oxford：Pergamon，1986．【12]Levinson，StephenC．A．ReviewofRelevance【J】。London：Linguistics，1989．[13]MonaBaker．InOtherWords：ACoursebookonTranslation[M]．London：Routledge，1992。[14]Newmark,Peter．ATextbookofTranslation0劢。t海：上海外语教育出版社，2001【15】Nida,EugenceA。&CharlesTaber．TheTheoryandPracticeofTranslation湖．Leiden：Brill，1969．【16]Newmarl!c．,Peter．ApproachestoTranslation刚。Oxford：PergamanPress，1982．【17]Nord，Cllifiane，Translating骝aP删posefulActivity}MlShanghai：ShanghaiForeignLanguageEducationPress，2001．(18]Pinkham，J．强窖TranslatorGuidetoChinglish【M】。Beijing：ForeignLanguageTeachingandResearchPress，2000．【19]RogertBell．TranslationandTranslating：TheoryandPractice[M]。Beijing：ForeignLanguageTeachingandResearchPress，2001。[20]Rouehota,VandJucker,A。H．CurrentIssuesinRelevanceTheory【M1．Amsterdam／Philadelphia：JohnBenjamin’Spublishingcompany,2000．[21]Sperber,Dan＆DeirdreWilson．Relevance：CommunicationandCognition【M】．北京；外语教学与磷究出版社，2001【22]Sperber,D．andWilson，D．Relevance：CommunicationandCognition[M]。Beijing：ForeignLanguageTeachingandResearchPress，1986。[23]Shanghai函弦(ChineseandEnglishEdition)．No．5，2006～-No。10，2009[24]Wilson，StanLeRoy,MassMediaMassCulture：ANIntroduction[M】．NewYork：McGram—HII，lnc，2001。 [25]程镇球，论汉译英的几个问题【M]。北京：外语教学与教学出版社，1981[26]陈小慰，新编实用翻译教程【M】。北京：经济科学出版社，2006。[27]程镇球，汉英翻译问题【C】。中译英技巧文集，北京：中国对外翻译出版公司，1992，37．45[28]陈曦，关联视角下的对外宣传经济新闻英译研究[D】，吉林大学，2009[29]段连城，呼吁：请译界同仁都来关心对外宣传[c】．中译英技巧文集，中国翻译编辑部，北京：中国对外翻译出版公司，1990．[30]段连城，对外传播初探【M】。北京：中国建设出版社，1998。[31]董华，从德国功能翻译理论看对外宣传材料汉译英【D】，中国海洋大学，2007。[32]傅似逸，试论对外宣传材料英译“以语篇为中心”的原则[J】。北京：外语与外语教学，2001，(11)：37．39[33]冯庆华，实用翻译教程M，上海：上海外语教育出版社，2002。[34]郭建中，文化与翻译[M】。北京：中国对外翻译出版公司，2000。[35]郭可，当代对外传播[M】．上海：复旦大学出版社，2003．[36]黄振华，从关联理论角度试析老舍作品翻译p】，东华大学，2005。[37]黄琼，翻译本质的关联理论诠释【D】，武汉理工大学，2005。[38]何自然，冉永平，语用与认知一关联理论研究【C】。北京：外语教学与研究出版社，2001。[39]韩辉，从迁移理论角度探讨对外宣传资料英译中的“中式英语”[D】，上海交通大学，2009。[40]林克难，关联翻译理论简介[J】。中国翻译，1994，(4)：4-9[41]李利红，从关联理论角度看<今日中国>中对外宣传资料的英译【D】，华东师范大学，2008[42]李占喜．RelevanceandAdjustability：AStudyofTranslatingProcess加CulturalImageRenderings【M】．北京：科学出版社，2007．[43]刘萍、沙红芳，对外宣传材料英译中的语用失误【J】。《华中农业大学学报》，2002，(4)：113-116。[44]刘岩，对外宣传翻译：文化视野中的关联理论的应用[D】，上海外国语大学，2008。[45]李慧，从关联理论的角度看英语电影片名汉译【D】，山西大学．2007。[40]邵志洪，汉英对比翻译导论【M】。上海：华东理：【大学出版社，2005。[47]孙艺风，仲伟合，翻译研究关键i百-J[M]。北京：外语教学与研究出版社，2004。[48]上海世博叨。上海：上海世博杂志出版社，2008--2010。[49]沈苏儒，关于中译英对外译品德质量问题【J】。《中国翻译》1991，(2)：56．60。[50]沈苏儒，对外报道的理论与实践【M】．北京：五洲传播出版社，2004。[51]许勉君，对外宣传材料翻译的现状、存在及解决办法【D】，广州：广东外语外贸大学，2002。[52]禹一奇，关联理论的翻译观【D】，上海外国语大学，2004。[53]袁晓宁，外宣翻译的策略及其依据【J】。《中国翻译》2005，(1)：75．78。[54]王晨婕，顺应论视角中的对外宣传材料汉英翻译研究【D】，浙江师范大学，2009。[55]张健，英语对外报道并非逐字英译【J】。《上海科技翻译》2001，(4)：24．28。[56]张基佩，外宣英译的原文要适当删减【J】。《上海科技翻译》，2001，(3)：21。24。[57]赵彦春，关联理论对翻译的解释力[J】。《现代外语》1999，(3)，273．295。[58]赵彦春，关联理论与翻译的本质⋯对翻译缺省问题的关联性解释【J】。《四川外语学院学报》，2003，(3)：117．12】。2 攻读学位期间的研究成果已发表论文：1．《<新概念英语>(中英对照本)第四册译文释疑》，《南昌高专学报》【J】．南昌高等专科学院，2005．22．《从<论语>的三个英译本看古文翻译的特点》，《读写月报》【J】．江西师范大学，2005．113．《跨文化交际意识与翻译教学》，《江西教育学院报》【J】．江西教育学院，2005．24．《多媒体辅助英语课堂教学的利与弊》，《大江周刊》学术论坛【J】．江西日报社，2005．85．《学生专业八级考试失分情况调查及分析》，《科技信息》【J】．《科技信息》杂志社，2007．66．《研究性教学在大学英语写作教学中的实施及效果调查》，《江西教育学院学报》【J】．江西教育学院，2007．67．《英语听力教学与学生逻辑思维能力的培养》，《黄石理工学院学报》【J】．黄石理工学院，2010、58．《案例教学法在商务英语翻译课程中的应用分析》，《知识窗》教师版【J】．江西科学技术出版社，2010、99．《英汉省略的语篇衔接手段对比及其翻译》，《时代文学》【J】．山东作家协会，2009、510．《语境顺应在口译中的应用》，《大家》【J】-云南人民出版社，2010、1111．《任务型教学法在商务英语翻译课程中的应用探究》，《江西教育学院报》【J】．江西教育学院，2011．3待发表论文：1．《顺应论在翻译教学中的应用》，《教育学术月刊》[J1．江西教育科学研究所(已投稿)．2．《关联理论在翻译教学中的应用》，《江西教育学院报》【J】．江西教育学院(已投稿)．49