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学号：4109012126泰山医学院毕业设计（论文）AnAnalysisonTranslatingCommercialsfromthePerspectiveofRelevanceTheory院（部）系外国语学院所学专业英语本科年级、班级2009级4班张红董雁讲师完成人姓名指导教师姓名专业技术职务2013年5月20曰AnAnalysisonTranslatingCommercialsfromthePerspectiveofRelevanceTheory ByZhangHongSupervisor:Dong¥anSubmittedtotheSchoolofForeignLanguagesinPartialFulfillmentofRequirementsfortheDegreeofBachelorofArtsTaishanMedicalUniversityTaian,ChinaMay,2013 论文原创性保证书我保证所提交的论文都是自己独立完成，如有抄袭、剽窃、雷同等现象，愿承担相应后果，接受学校的处理。专业：英语木科班级：2009级4班签名：2013年5月20日 ContentsChapter1IntroductionChapter2.OutlineofRelevanceTheory2.1TheDevelopmentofRelevanceTheory2.2DefinitionofRelevanceChapter3.AGeneralViewonCommercials[3]DefinitionofAdvertising[4]FunctionofCommercials[5]FeaturesofCommercialsChapter4.ApplicationsandStrategiesofRelevanceTheoryintheTranslationofCommercials(1)TheTranslationofCommercialsonRhetoricalFigureinlightofRelevanceTheory.PunsTranslationRepetitionTranslationHyperboleTranslation(2)AdvertisingTranslationStrategiesfromtheperspectiveofRelevanceTheory4.2.1LiteralTranslationinCommercials4.2.2FreeTranslationinCommercialsChapter5.ConclusionNotesBibliographyAcknowledgements AbstractWiththeboomingoftheinternationaleconomy,productsfromdifferentregionsaresoldeverywhereintheworld.Commercialsasamethodofpromotingsaleshasdeeplyenteredintoourdailylives.Theadvertisementswhichcomefrommultinationalcompaniesandinternationalbusinesseshavebecomealargepartofthebusinessworld.Asaresult，commercialstranslationisuptoagrowingneedonefficientinternationalbusinesses.SperberandWilson'sRelevanceTheoryhasbecomeanewtheoryoftranslation，whichtreatstranslationasanostensive-inferentialprocess.Inadvertisingtranslation,thetranslatorshouldfirstlygettheadvertiser’scommunicativeintention,andthenbothinformativeandcommunicativeintentionsshouldbetransferredtothetargetaudiencebythetranslator.Andatthesametime，theoptimalrelevanceisachieved.ThispaperapproachesadvertisingtranslationfromtheperspectiveofRelevanceTheoryandanalyzesadvertisingtranslationstrategies.Thethesisconsistsoffivechapters.Theauthorbeginswiththeintroductionandprovidesapproachandmethodologytothisthesis.Afterintroducingthegeneralideaofthewholepaper，theessayreviewsRelevanceTheorybyillustratingatheoreticfoundation,includingthedefinitionofRelevanceTheoryanditsdevelopment.Inthethirdchapter，theauthorreviewsadvertisingfromthedefinition，thefunctionsandlanguagefeaturesofcommercialstofindouttheuniquelanguageusagesonadvertising.ThefourthchapterisastudyontheguidanceofRelevanceTheorytoadvertisingtranslationonrhetoricalfigurelevelandcultureaspects.Intheend，theconclusionpartsummarizesthewholepaper.Keywords:RelevanceTheory，Commercials,CommercialsTranslation 摘要随着国际经济的蓬勃发展，来自不同地区的产品畅销世界各地。广告作为一种促销方法已经深入我们的日常生活。来自跨国公司和国际商务的广告占据了整个商业市场的主要份额。商业广告翻译就成为了高效国际经济发展需求的结果。Sperber和Wilson的关联理论是一个新的翻译理论，它把翻译看作是一个明示推理过程。在广告翻译屮，译者首先要明白广告商的交际意图，然后将信息意图与交际意图同吋传递给受众，并实现最佳关联。本论文将从关联理论的视角分析广告翻译与广告翻译的策略和实践问题，以达到提高广告翻译水平的H的。全文共分为五个章节。笔者首先全面的介绍了全文，其屮包括整篇论文的思想方法。在指叨全文的总体思路之后，笔者乂对关联理论的理论构成进行综述，其中钮拈关联理论的定义及其发展。第三章，笔者介绍了广告的定义，商业广告的功能和语言特点，并找出了商业广告独特的语言用法。第叫章是以关联理论为指导所进行的广告修辞法及文化方便的翻译研究。最后，在结论部分总结全文。关键词：关联理论；商业广告；商业广告翻译 Chapter1IntroductionCommercialsisamediumofinformationandcommunicationinmodernsociety.Itcansuccessfullypromoteproducts,andlatestdevelopedgoodsevenheavilydependoncommercials.Whenthecompaniesaimtoselltheirproductstooverseaareas，theyshouldmakecommercialstopromotethefirm，goodsorservicestogetthemknownbythetargetconsumers.Anadvertisementisoftentranslatedintovariouslanguageversionscarriedbydifferentways.However，commercialstranslationtillnowisalsoarelativelynewfield.Accordingtothetraditionaltranslation，peopleseldommakeascientificandsystematicanalysisofthespecialfield.Toimprovecommercialstranslation，thewriterintendstolookforadistincttheorytoguidethepracticeofcommercialstranslation，therefore，tostudyontherelevancetheoreticalframework..Inthisthesis，thecommercialstranslationhasbeendoneunderrelevancetheoryapproachwhichisproposedbySperberandWilson.Relevancetheoryispowerfulinexplaininghumancommunication，whicharousesmanyinspirationsincommercialstranslation.Ithelpsthetranslatorstoachieveadequatecontextualeffectsincommercialstranslationandfulfilltranslationtasks.Theexplorationaboutthecommercialstranslationisbasedontheanalysisoftheparticularfeaturesandpurposeofcommercialsandtherelationswithcommercialstranslation.Ifrelevancetheoryisappropriateforcommercialstranslationisbasedupontheinvestigationofthecontextualeffectsofthetargettext.Themaintheoreticalbaseinthisthesisisrelevancetheory.Inviewofthecommunicativeandartisticvaluesofcommercials，interpretersprobablyaswellusesomeinsightsintoanalyzingandtranslatingadvertisementsbasedonrelevancetheory.Thereisnodoubtthatachallengetothetraditionaltranslationtheories.Therefore，thisthesiscanbeatentativestudyofapplyingrelevancetheorytotheexplanationofadvertisinganditstranslation. Chapter2.LiteratureReviewofRelevanceTheoryRelevancetheoryisaverypopulartheoryintermsoflinguisticapproach.IthasbeendevelopedforwardbySperberandWilson.Itisatopictoexplaincommunicativephenomena，withthemainpointofdeducinginterlocutorcommunicativeandinformativeintentionsthroughcognitiveenvironment.Inthischapter，theauthorwillintroducethedevelopmentandtheconceptofrelevancetheory.1.1TheDevelopmentofRelevanceTheoryRelevancetheorywasformallyproposedbyDanSperberandDeirdreWilsonintheirbookRelevance:CommunicationandCognitivein1986andthesecondeditionin1995;Tirkkonen-Conditholdsthatrelevancetheorydoesn'thavespecificinstructionregulations;Nideholdsthatrelevancetheorygivesusaspecialperspectiveinthestudyoflinguistics，atthemeantime，onlyonerelevancetheorycan'texplainallthecomplicatedphenomenalinguistics;Guttdevelopedrelevancetheoryinpragmaticsandexpoundeditsapplicationtotranslation,Guttheldthatthepersonwhoopposed“relevancetheorycanexplainallthetranslation”mdidn’tdistinguishtheinterpretationtheoryofunderstandingcause-effectinthespecialareaandthedescriptiontheorytodescribesomerelatedphenomena.Descriptiontheorycan’tsystematicallyexplaintranslation.Meanwhile,Chinesescholarsdebatedthatwhethertherelevancetheorycanexplainallthetranslationphenomena.Thispaperwillnotmentionthemindetails.Asmentionedabove，advertisingtranslationisuniquefromanyothertypesofcontextduetothefeaturedlanguageandpromotionpurpose.Itnotonlyaimsatfaithfulness”or“appreciation”,buttoconveythetargetcustomerstopurchasetheadvertisedproductsorservice.Manyadvertisingtranslationresearchesarebasedontheperspectiveoftraditionaltranslationtheories，thefunctionalistapproach，equivalence-basedlinguisticapproachandremarkableachievementshavebeenacquired.However，theyarestillfarawayfrombeingperfectandtheyneedgreateffortstodevelopadvertisingtranslation.Aswhathasbeendiscussedabove，relevancetheoryisthemostappropriatetheoryinadvertisingtranslation.Anditstranslation,baseduponrelevancetheory，putsmoreweighton practicalresultsofthetargettext.Thiswillbefurtherdiscussedlater.Inthispaper，theauthorholdsthatrelevancetheoryisthemostsuitabletheoryinguidingadvertisinginterpretation,basedontheanalysisoftheinferentialprocessofthetranslators,andthedifferencesoftranslationmethods.Advertisingtranslationinlightofrelevancetheorypaysmoreattentiontothepracticalresultsandpragmaticeffectsofthetargettext，andcanbetreatedasaninterpretingpracticeaimingattheadequatecontextualeffects.1.1DefinitionofRelevanceDanSperberandDeirdreWilsonproposedrelevancetheory，whichhasadefinitionofrelevanceandtwoprinciplesofrelevance:acognitiveprincipleandacommunicativeprinciple.Weexplainthemotivationfortheseprinciplesandillustratetheirapplicationtoavarietyofpragmaticproblems.Itisaimedatexplainingcommunication:onethattakesintoaccountimplicitinferences.Itarguesthatthereaderortheaudiencewillsearchformeaninginanygivencommunicationsituationandfindmeaningthatfitstheirexpectationofrelevance.SperberandWilsondefinerelevanceasanassumptionthatisrelevantinacontextifandonlyifithassomecontextualeffectsinthatcontextintermsofcognitiveeffectsandprocessingeffort.121Apparently，relevanceisamatterofdegree:thegreaterthecognitiveeffects，thegreatertherelevancewillbe.Wearetryingtodevelopatheoreticalnotionofrelevanceinordertouseintheresearchofcommunication.Wehopethatthistheoreticalconceptcanhelpuspredictpeople'sintuitions,butnotnecessarilytheuseoftheword“relevance”orofsimilarordinarylanguageterms.So,relevancegetsanimproveddefinitionbyadoptinganextent-conditionformatisgivenasfollows:Fromtheformatabove,wecanrealizethatwhatisminimalrelevanceandwhatismaximumrelevance.Supposemaximumrelevance，thehearerortheaudience(herereferstocustomers)canachievegreatestcontextualeffectswithleastprocessingeffort;supposeminimalrelevance，thehearerortheaudiencecanachievesmallestcontextualeffectswithlargestprocessingeffort. Chapter3.AGeneralViewonCommercialsInthissection,theauthorwillintroducethedefinitionoftheadvertisingandthefunctionsandfeaturesofcommercialstogiveageneralideaofthecommercials.3.1DefinitionofAdvertisingWiththeglobalizationoftheeconomy,productsfromdifferentcountriesareenteringintotheinternationalmarkets.Asamainmethodofpromotingsales,advertisementplaysanimportantrole,buttheterm“advertisement”doesnothaveauniformdefinition.Severaldefinitionsaregivenasfollows:InEnglish,theword“advertisement”originatedfromtheLatinword“adventure”，whichmeant“tocallloudlysoastoattractorleadpeople’sattention”.InChinese，theterm“广告’’ismadeupoftwoChinesecharacters“广”and“告”•Thecharactermeans“widely”，“further”or“extensively”andthecharacter“告”means“totell”or“toannounce”•Thus，“广告”thecombinationofthetwocharactersmeanstowidelyannounce.Inthissense，itisequivalentto“advertising”.Commercialsisonekindofadvertising.IntheAmericanHeritageDictionary,advertisementisdefinedas:theactivityofattractingpublicattentiontoaproductorbusiness，asbypaidannouncementsinprintorontheair.Fromthisdefinition，wecanbeinformedthatadvertisementispaidforandalsoattractspeople'sattentiontoaproductorservicesnomatterwhatmeanstheyuse.AccordingtotheAssociationofNationalAdvertiser，advertisementisapaidformofmasscommunication，whichisaimedatofferinginformation，alteringothers’attitudestoadvertisedproductsorservices，inducingotherstogetactionandatlastmakingprofitsfortheadvertiser.Comparedwiththedefinitionofadvertisementabove，thisoneincludesmoreinformation.Ittellsusthatadvertisementnotonlyattractspeople’sattentiontoproductsbutalsoinducesthemtotakeactionandmakepurchaseandthenlettheadvertisersmakeprofits.MostpeopleholdthatthedefinitionofadvertisementmadebytheAmericanMarketingAssociationiscompleteandbetter.Advertisement,accordingtotheAmericanMarketingAssociation,isdefinedasthenon-personalcommunicationofinformationusuallypaidforandusuallypersuasive innatureaboutproducts，servicesorideasbyidentifiedsponsorsthroughthevariousmedia.Definitionsofadvertisementarevarious，andtheyaredifferentfromonetoanother.However，theyhavethesameessences:advertisinginformpublicofsomethingandtrytoattractpeople’sattentionandfinallypersuadethetargetaudiencetomakepurchasewhatisadvertised，andenablestheadvertisermakeprofits.3.1FunctionofCommercialsEvidently,thepurposeofanadvertiseristoconveyapotentialclienttobuyitsservicesorproducts.Latelyinthenineteenthcentury,theadvertisingfunctionwasregardedastoattractAttention,arouseInterest,stimulateDesireandtakeActionsofarasAIDAprinciplewasproposed..Inaddition,CrystalandDavyassertthat“advertisinghastwomajorfunctions:Informingandpersuadingintheprocessofcommunication”.131Theydeclarethemainfunctionofadvertisingistotellpeopleabouttheproductsandservices,andthenstimulatecustomerstoeffectpurchasing.Commercial，asonekindofadvertising.alsohasthetwofunctionsPersuasionistheprocessofproducingawillingchangeinone’sattitudes，beliefsandbehaviorsthroughthetransmissionofinformation.Therefore,aprevalentuseofverbalandnon-verbalstrategiesmightcausepersuasiveinformationsimilartoaninformativemessage.Thus，itmaytakelotsofeffortstojudgewhetheranadvertisementispersuasiveorinformative.Wecaneasilyfindoutthatthepersuasivefunctionplaysamuchmoreimportantrolethanthatoftheinformativefunction.Toselltheproductsistheultimategoal.Insteadofenlargingthecustomer’sknowledgeabouttheproductthroughthecommunication,theadvertiser’saimistomaketheconsumersbuythegoodorservice.Onlyiftheadvertisementsuccessfullypersuadespeopletopurchasethroughinformingthemoftheproducts,thenitcanbesaidthatthisadvertisingisasuccessfulone.Ancommercialincludesalotofinformationaboutthequalityoftheproductsorservices，suchassize，material，andcolor.Seeingthecommercials，prospectivecustomersbegintotakeinterestsintheproducts.Holdingtheirinterestsbyexhaustingthepersuasivewords，advertiserswaitfortheaudiencetotaketheactionsexpected.Thecommunicationneverstopshere,becauseahighreputationwillbebuilttodrawmorecustomersbytheadvertisements. 3.1FeaturesofCommercialsAtypicalcommercialsismadeupofslogan，headline(sometimes,sub-headline),bodycopyandsupplementaryitems.Asanimportantcomponentofcommercials，abrandnamealwaysliesintheseitems.Althoughancommercialshasarelativelyfixedtextualstructure,itcanbechangedboldlyandfreelyformorepersuasiveexpression，whichalsodisplaythecharacteristicsofpursuingnoveltyincommercialswriting.Theimportanceofverbalartincommercialscanhardlybeexaggeratedthroughwhichthemessageconveyedbycommercialsis“aestheticized”inorderto“aestheticize”thecommodityadvertised.Themoreattachedbythelanguageofthecommercials,themoredesirouspeoplewillbetopurchase.2.TheLexicalFeaturesofCommercialsThelanguageofcommercialsisakindofstructuredformofappliedcommunication,actsasalinkbetweentheadvertisersandthetargetcustomers.Almostalltheadvertiserswanttopersuadeandgetcustomerstobuytheirproductsorservices.Thelanguageofcommercialsisusuallyfullofvivid,concise,andemotionalexpressionwords.Englishadvertisementcontainssomerichandbeautifulwords,whichshouldcontributetothelexicalcharacters.1•UsageofVerbsandAdjectivesUsageofVerbsTherearelotsofsimpleverbsinbothEnglishandChinesecommercialsthatmakecommercialslanguagebriefandclear.G.N.LeechpointsoutinhisEnglishinAdvertisementthatthefollowingverbsarethemostfrequentlyusedones.Theyare:make,get,give,have，see,buy，come,go，know,look,need，love/like，use,feel,take,start,taste，help，meet,save，bring，last，serve，choose,etc.Theyareeasytobepronounced,understoodandaccepted.Forexample:Likeitslicesred，rawmeatquicklyforcookery.ItpureesgreentomatoesforGreenSauceoverMexicanchickeninaflash.Anditmixesupthebestbrowniesyou'veneverputatoothto.Plusitwhips，crumbs，grates，mashesandgrinds.Whatafantasticmachine!它很快地把生肉切成薄片来煎炒，眨眼工夫做出用来浇墨两哥风味鸡的青丙红柿酱，搅拌成你从未吃过的最美味的胡桃巧兑力饼。此外，它能用来搅打、研碎、磨碎、捣碎、fR榨耍加T的食品。功能之多，令人惊奇!(多功能食品加丁机广告)Intheoriginal,eightsimpleverbssuchas“slice,puree,mixup，whip,crumb，grate,mash， andgrind”havebeenused，whichdescribethefunctionsoftheproductexactlyandvividly.FrequentUsageofAdjectivesAdjectivesareimportantincommercials.Adjectivesofvaryingintensitycanbenormallyusedtoemphasizethemessagesent.Theycanhelpensureamorefavorablereceptionforthemessage.Adjectivesareeffectivetostressthegoodqualityoftheproductsandstimulatethecustomers'desire.Thus，thewordsshouldmeettheaudience’sculturalexceptionsandaesthetictaste.Forexample:Yourhairlookshealthy,Sowonderfullyfeelable，Sofullofshimmeringcolor，Unbrassy.Unchanging.Unmatchable.您的头发看起来非常健谈，摸起来出奇的柔顺，洋溢若亮丽的色彩。绝不枯黄，永远亮丽，无可比拟。（染发乳广告）Inthiscommercials,only15wordsareused，amongwhich8wordsareadjectivesandadverbs.Theyareusedtohighlightthefeaturesoftheproduct.UsageofCompoundsThegoalofcommercialsistotransmitthemostusefulinformationandnecessitytoconsumerswithintheshortesttimeinordertostimulatethemtobuytheproductorservice.Compoundsjustmeetthegoalbecausetheycondensedifferentinformationunitsintoone.Theypossesstheflexibilitywhenbuildingthewords，whichsatisfiesthatadvertisementsneedcreativity.Thus，hyphenationproceduresareappliedinmanyproductnamesfortransmittingthemostbeneficialinformationtotheconsumers.Thus，sometypeofcompoundwordsandexpressionsmakeagreatefforttoaddmoreinnovative,impressiveandhumorouselementintheadvertising.Thefollowingproductnameswillfurtherexplainthispoint:Forget-Me-NotperfumeSilence-Is-GoldencoughmedicineBrush-On-Peel-OffbeautymaskThehyphenationprocessesareusedtomodifytheproductsaswell.McDonald’sadvertisementis“Come-as-you-are”，andKodak’sisaprojectorasan“Edge-to-edge”Slidesharpener. 2.GrammaticalFeaturesofCommercialsAsaparticularsectionoflanguage，thelanguageofcommercialsshouldbeconciseandattractive.Thesimplesentences,interrogativesentencesandellipticalsentences，etc.whichareusedfrequentlyarethemainfeaturesinthelanguageofcommercials.But，whateverthesyntacticalcharacteristicsadvertisersused,thefollowingfunctionsstillshouldbeperformed:toarouseattention;toinformpeopleanadvantage;tostimulateinterestandcreatedesire;toinduceforpurchase.Inordertoconductthesefunctions，theadvertisersshouldfirstfocusonthesentencediversification，sentencestructure，andtheothergrammaticalforms.TheauthorwillfocusonthemajorgrammaticalcharacteristicsofEnglishcommercialsinthefollowingpart.1.SimpleSentencesSimplesentencesareoftenusedincommercialswhichisaccordwiththerequirementofcommercials.Thepotentialreadersliketoreadshortsentenceswithsimplestructureoutofcuriosity.Duetothesimplesentenceiseasytograspandmemorize，simplesentencesareusedincommercialsfrequently.Forexamples:Cleanyourbreathwhileitcleansyourteeth.(Colgate)既洁齿，又生香。Youoncesaid“Ido”，nowyoucansay“广mgladIdid.”(DebeersDiamondRing)一旦拥有，终生无悔。You’reheardtherumours,nowfindoutthatthey'retrue!(Ski&SnowboardClub)你曾听说过那里的美景，如今何不去身临其境！我厂产品的主要特点是工艺精湛，经久耐用。Theproductsofourfactoryarecharacterizedbytheirfineworkmanshipanddurability.2.InterrogativeSentencesInterrogativesentencesincommercialsEnglisharecapableofevokingconsumers’curiosityandconsequentlytheirresponsestothecommercials.Consumersmaydesiretogettheanswerandfinishthewholecommercialsthemselves.Forexample:4.1.1Bytomorrow，anothercountry.Andanotherchangeinyouritinerary.WillsomeoneunderstandEnglish?Yes.AtthenextstopareAmericanExpresspeople.They’realsoat17,000othertravellocationsaroundtheworld.Somethingbankcardsdon'thave.You'renotsurprised. 明天，又要去另一个国家。日程的安排又有了新的变化。那里的人会讲英文叫？不用担心，下一站准有美国运通卡服务处。环球一万七千家，家家欢迎运通卡。在银行现金卡无能为力的时候，您大可不必惊慌。4.1.1您想购买屮国土特产吗？DoyouwanttobuysomeChinesenativeproducts?1.EllipticalSentencesCornsgoneinfivedays,ormoneyback.(Medicine)五円见效，无效退款。Refreshment，165milliontimesaday.(CocaCola)tl饮一亿六千五，清新爽口誉地球。It’samomentyouplannedforReachedfor.Struggledfor.Along-awaitedmomentofsuccess.Omega,forthisandallyoursignificantmoments.这是你计划的时刻，期望的吋刻，长久等待的成功吋刻。欧米伽，记下此刻和所有重要时刻。京华商厦，全国12家最人的百货商店之一，全国11家闻名遐迩、效益最人的企业之一。JinghuaShoppingMansionsWeareoneofthebiggestdepartmentstoresinChina.Weareoneofthe11bestestablishedandmostprofitableenterprisesinthecountry.上海中华铅笔：品质优良，书写润滑，美观大方。BeautifulhandwritingcomesoutofZhonghuapencils. Chapter4.ApplicationsofRelevanceTheoryintheTranslationofCommercialsDifferentfromothertextsoftranslation,thetranslationofcommercialsshouldconsiderthecostsofpublishing.Therefore，itleadsthetranslatorstousethelimitedtimeorspacetoconverttheproductsinformationasmuchaspossible.Inotherwords,thetranslatorshouldusetheleastprocessingeffortstoachievethemostpublishingeffects，whichisconsideredastoachieveoptimalrelevanceintranslation.4.1TheTranslationofCommercialsonRhetoricalFigureinlightofRelevanceTheoryFigureofspeechisthemostactivefactorinallhumanlanguages.Thebiggestmeritofrhetoricaldevicesusedincommercialsistoestablishconnectionbetweenabstractideasorqualitiesoftheadvertisedproductandeasy-to-understandideas.Rhetoricistheartofusingwordsinspeakingorwriting，persuadingorinfluencingothersbytheuseoffiguresofspeech.Sincecommercialslanguageshouldbeimpressive,attractiveandconvincing，therearemanyrhetoricaldevicesappliedtothecommercialswhichaddbeautytocommercialslanguage.Parallelismandantithesesbringstructuralbeautytocommercialslanguage，simile,metaphor，personification,hyperbole，punandparodyvisualbeautyandrepetition，rhymeandPalindromemusicalbeauty.Inthisway，thecommercialsbecomemorevividandattractive.4.1.1PunPun,istheuseofpolysemyandhomonymy，andreferstothecleverorhumoroususeofawordthathasmorethanonemeaning,orofwordsthathavedifferentmeaningsbutsoundthesame.Throughthismeansofrhetoricaldevice，partialmeaningoftheoriginalwordisborrowedandatthesametimeanimpliedmeaningisgenerated.TheisexamplefromCoke:Thesourcetext:Cokerefreshesyoulikenoothercan.-Coca-ColaThetargettext:没有别的饮料能像可口可乐那样令你精神焕发。--可口可乐Inthiscommercials,“can”canbeconsideredasthecontaineroftheliquid,forexample，the beerandothersoftdrinkscontainers.Therefore,itcanberestatedasCokerefreshesyoulikenoothercan(canfreshyou).Ontheotherhand,“can”alsocanbeamodalverb,andthisadvertisementshouldbe:Cokerefreshesyoulikenoother(drink)can(refreshyou).AndtheChinesetranslationusestheleastwordstotranslatethetwomeaningsofit.Punsattractpeople’sattentionbecauseitcreatesasenseofsurpriseandpostsalternativeexpectationsofrelevance.Theysimulatetheaudience’sinterestbymakinghimthink.Ononehand，itsuccessfullyattractsandremainsaudience’sattentionandamusesaudience.Ontheotherhand，itsavesmoneyforconveyingdoubleamountofmassageswithinthesamespace.4.1.1RepetitionTranslationRepetitiontranslationhasanemphaticeffectthatcanbemadeandexplainedmoreprecise.Sincerepetitionneedsadditionalprocessingeffort，andtheadvertiseraimingatoptimalrelevancewouldexpectittobringaboutadditionalcontextualeffects.Seethefollowingexamples:Thesourcetext:PerfectioninthewinkofaneyePerfectioninitscraft(adsforJingdezhenchina)外观精美夺冃工艺巧夺天工SeeanotherexampleforBetsClub:Thesourcetext:TooHeavyfortheMets，TooLightfortheJets,TooSlowfortheNets,JustrightfortheBets.―BetsClubThetargettext:对于大都会队太重，对于喷气机队太轻，对于网队太慢，对于下赌注刚刚好。-赌球俱乐部Therepeatedexpressionbringsouttheassumptionsthattheoptimalrelevancehasbeenintendedto.Therepeatedusagesoftheword“Too”canbeconsideredasanencouragementtoenlargethe contextualenvironment.Ininterpretingthefirstline,theaudiencemaymakesomeassumptionaboutwhat“Tooheavy”hererefersto.ItisMetswhichisthemostfamousbaseballteaminAmerica.Whereasininterpretingthenext“TooLight”hesimplyassumesthattheremustbesomethinglighterthanthememberofJets，forJetsisthebestfootballteamintheUSA.Thethird“TooSlow”makestheaudienceassumethatthespecialtyofNetsisthespeedofattackonplayingbasketball.Thenthelastlineshowsthethemeoftheadvertisement:itisthepersonwhobetsintheclub.Thedeliberateincreaseinprocessingeffortisoffsetbyanincreaseinimplicatures.Throughtheexpansionofthecontext，theaudiencewillmeettheoptimalrelevance.4.1.1HyperboleTranslationInadvertising，theaudienceseldomfindsthevocabularylikesmall，slow，short，butratherthosewordssuchasbest，finest,large，high.HuangandLiversystate，“Hyperboleisdeliberateexaggerationinordertomakeapointparticulareffectively”[31Accordingtothedefinition,itcanclearlyexplainthereasonwhyadvertisersfavortousehyperboleinadvertising.Theadvertisementswithhyperbolecatchthereaders’eyesimmediatelyoncetheyareexposed，whereastheaudience’scognitivemechanismtendstoattributetheresourcesonthosespecialrelevantentities.Seethefollowingexamples:Thesourcetext:“质量第一，信誉第一，服务第一”使我们永远不变的承诺；“没有最好，只有更好”是我们孜孜不倦的追求。我们真诚地期盼能够和你们达成交从建立友谊。成交从，建立友谊。--澳柯玛Thetargettext:1.“Qualityfirst,honestyfirstandservicefirst’，，isouralwayspromise;“Nobestbutonlybetter”iswhatwearepursuing.Welookforwardtoestablishingbusinessrelationswithyou!—AucmaItisanexampleofhyperboletranslation.Theadvertiserstresses,butdoesnotexplicate.Attention-attractingstrategiesinrhetoricalfiguretranslationariseinthepursuitofrelevance.Nomatterwhatmeanstheadvertiserintendstoemploytoconvincehisaudience.Itisthenegotiationbetweentheaudienceandtheadvertiserthatleaduptothecolorfuladvertisingworld. 4.1TranslationStrategiesfromtheperspectiveofRelevanceTheoryTopreventfailures，relevancetheoryhasprovideduswithsignificantimplications，andwecanemployproperstrategies,sothecommercialswillbemoreattractiveandtheadvertisercanachievemoresatisfactoryresults.Generally，thecommonstrategies，suchasliteralandfreetranslationwillbeemployedincommercialstranslationtoachievetheoptimalrelevance.(1)LiteralTranslationFromtheabovediscussion,weknowthattranslationisaspecialcommunicationfromtheperspectiveofrelevancetheory.Theconveyedinformationofthesourcetextisconsistentwiththecommunicationintention，thatistosay，ifthesourcelanguagereaderscaninfertheintentionofthecommunicationintentionoftheadvertiser,weadoptthestrategyofliteraltranslation.Literaltranslationisatraditionalstrategywhichplaysaveryimportantroleintranslatingcommercials.Mostcommercialsaresimpleanddirectstatements.Literaltranslationmustkeepthesentencestructureandrhetoricoftheoriginalandtrytoreproducetheform，contentandstyleoftheoriginal.InthetranslationofChinesecommercialsintoEnglish,literaltranslationcanalsobeusedtotranslatebrandnames，suchasthebrandnameofelectricproducts“熊猫(Panda)”andwashingmachine“小天鹅(LittleSwan)”.Moreexamplesarecitedbelow:(1)Thelabelofachievements.Blacklabelcommandsmorerespects,(wineadvertisement)Fromthecommercials，thefirst“label”means“apieceofpaper，etc.thatisattachedtosomethingandgivesinformationaboutit”andthesecondrefersto“atypeofproductmadebyaparticularcompany”，thatisabrandname:“Blacklabel，’•Thephraselabelofachievements”means“成功的标志，身份的象征”intheChinesereader’scognitiveenvironment.Consideringthetranslationofabrandname，weusuallyuseliteraltranslation,sothisterm“Blacklabel”shouldbeliterallytranslated.Itcanbetranslatedas:酒是功成名就的标志，黑色标志使你更显尊贵。(酒广告)Inthisway，theliteraltranslationretainsthefigureofspeechandcangivetheconsumersadeepimpression.Itkeepstheequivalentfunctionofthesourcetextinthetargetcontext.Thisversioncanmakethetargetreaderassociatehissuccesswiththewine,inthemeantime，thebrandnamecanattracttheconsumers'attentionandinducethemto takeaction.So,theadvertisernotonlyconveystheinformationoftheproductbutalsorealizehisaimofpromotionorsaleoftheproduct.Inthisway，thetranslationcanproduceadequatecontextualeffectsinthereaderwithoutspendingtheirunnecessaryprocessingeffortandtheoptimalrelevanceisachieved.(1)Youbetteroffundertheumbrella.(TravelerInsuranceCompany)译文：在伞的保护下，您会更安全。(旅游保险公司)Tocompareinsurancetoanumbrellaisveryeasytounderstandforthemajorityofpeopleallovertheworld，exceptthosewhosedwellingareasaresoaridthatthereisnosuchathingasumbrelladuetotoolimitedrainfall.(2)衣食住行，有龙则灵。(建设银行广告)Version:Youreverydaylifeisverybusy.ButourLongCardcanmakeiteasy.OntheonehandfromPinyin“long”，ChinesepeopleareeasilyabletoassociateitwiththeculturalconnotationofChinesecharacter“龙”.Ontheotherhand,“long”tonativespeakersimpliesthattheconstructionbankwillofferlonghelptodepositorstodealwithmoney,thusbringingoutlongtrusttosavings.(3)这些女式衬衣系用上等丝制成，价格公道，工艺精湛，设计独特。Version:Oursilkblousesaremadeofpuresilkofbestquality.Theyaremoderateinprice，excellentincraftsmanshipanduniqueindesigns.Inthistranslation,themostdistinctivefour-characterphrasesintheChinesecommercialshavebeensuccessfullytranslatedintoparalleladjectivephrases.Thetranslationreadsconciselyandfluentlywithrhythmandisaspowerfulastheoriginalone.Indealingwiththeabovecommercials,thetranslatoristakingupacomparativelyeasyjobandliteraltranslationispreferred.Theoptimalrelevancecanbeachieved.(4)汰渍到，污垢逃Tide'sin,dirt’soff(5)Doubledelicious,Doubleyourpleasure双份美味，双份愉悦(6)MyParisisinaperfume巴黎恰在香水中 (1)Kissyourcoughsgoodbye-吻去感冒(一种新型感冒药的广告)(2)请君常购中国绿茶AlwaysbuyChinesegreenteas(3)Thechoiceofanewgeneration.(百事可乐广告语)新一代的选择。(11)Tobetrueforever(海尔集团)真诚到永远。(12)Let’smakethingsbetter(利浦)让我们做得更好。Alltheabovecommercialsadoptliteraltranslationwhichleavesadeepimpressiononthereadersandtheycan'thelpreadingthemagainandagain.Theintentionoftheadvertiserisconveyedandtheoptimalrelevanceisachieved.(1)FreeTranslationSomecommercialscannotbetranslatedwordforword，thecognitiveenvironmentoftheadvertiserisdifferentfromthetargetreader’s.Inthiscase，wehavetousefreetranslationaccordingtothecontextinordertoachievetheoptimalrelevance.Forexample：(1)溪口T层饼采用传统工艺Actually，weknowthat“丁S饼”doesnotrefertocakeswhichhaveonethousandsheets，butreferstocakeswithmanysheets.Therefore，itcannotbetranslatedas:Xikouthousandsheetscakeishomemade,usingnaturalfoodsandtraditionalprocedures.Thisversionfailstoconveythemeaningofthetextbyusingwordforwordtranslation.Soitshouldbetranslatedas:XikouQiancengcake,withnumerousclearsheetsinit,isfinelymadeinatraditionalway.Thisrevisedtranslationversionclearlyconveytheimportantqualitiesoftheproduct，whichavoidsfailureinexpressingtheinformationandsucceedsinconveyingtheoriginalinformationoftheadvertisement.(2)木酒店全体员工将竭诚为您提供全方位的优质服务 Allstaffandworkersprovideoverallserviceforyouwithalltheirheart.一HotelAdvertisementThisEnglishtranslationisaclassicchinglishversionwhichisverylongandtediousandcannotclearlyconveytheinformationoftheoriginaltextandcannotbeconsistentwiththeconventionofthenativespeakers.Therevisedtranslationas:BestServicetoAllOurGuests!ThisEnglishtranslationtrytotranslateinafreewayinsteadofusingword-for-wordtranslation，therevisedtranslationtextsnotonlyconveytheinformationoftheoriginaltextbutalsokeepconsistentwiththeconventionsofthenativespeakers,that'sthereasonwhytheoptimalrelevancecanbeachievedbetweentheoriginaltextandthetargetlanguagecontext.(1)金丝小枣一BrandName151GoldenSilkSmallDatesWeChinesepeopleknowthat“金.丝小枣”isoneoffamousChineseproductswhilethetargetreadersdon’t.Thecontextualinformationoftheoriginaltextdoesnotconformtothetargetreaders'.Sotheinformationwhatthetargetreadersobtainisthatthedatesaresmallandcoveredwithsilk,whichisquitedifferentfromtheoriginalinformation.Sotheessentialqualityoftheproductisnotconveyedforthetranslator’sinabilitytograsptheintentionoftheadvertiser.Asaresult，thetranslatorshouldtakethefreetranslationinsteadofusingword-for-wordtranslation.Inthisway,thetranslatorcanpayhisattentiononthequalityoftheproductandconveythemessagetothetargetreaders.Thatis，“sweetness”.Therefore，thebrandnamecanbetranslatedas:Honey-SweetDates.(2)大鹏卷笔刀Ifwetranslateitinto:ROCSharpeners,itmaycausemisunderstandingforthetargetreaders.Theword“朋!”referstoabigbirdinancientfolkloreofChina，whichisacommendationword.It’srocinEnglish.TherearemanyChineseidiomsusingtheword“鹏”，suchas“大鹏展翅”“J鹏程万里”，whichallmeanshaveapromisingfuture.However，inthenamePeople’sRepublicofChina(中华人民共和国)，“ROC”canalsostandfortheacronymof“RepublicofChina”，Ifthebrandnameistranslatedas“ROCSharpeners”maycausemisunderstandingforthetargetreaders.Soit’sshouldbetranslatedas:GiantBirdSharpeners.(3)本品即购即食，食用方便。Version:Alwaysreadytoserve. Thecommercialsisaimedatmanifestingtheconvenienceofthefood.However，ifwetranslateitinaliteralway“eatingimmediately”，thetargetreadermaymisunderstandtheinformationinto:iftheydon'teatthefoodimmediately,itwillgobad.Sotheinformationconveyedfromthetranslationversionisoppositetothesourcetext.Sowetakethewaythatisfamiliartothetargetreaders“Alwaysreadytoserve”•Theintentionoftheadvertiserisexpressedtothegreatestextent.Moreexamplesinthefollowing:(1)It*stherealthing!(可口可乐)这才真够味儿！/这才真带効儿！(2)Thecolorofsuccess!(Minolta复印机)让你的业务充满色彩！(3)Beyondyourimagination!(大韩航空)意想不到的天空！Chapter5.ConclusionCommercialscanberegardedasmediumofcommunicationandinformationinbusinessworld.Successfulpromotionofproductsdependsheavilyoncommercials.Commercialscanalsohelpconsumershaveabetterunderstandingofthequalityandpropertyoftheproductsofthecompanies，andtheservicestheyprovide，sothequalityofthetranslationofcommercialsaffectstheinternationalsalesandimagesoftheproductsdirectly.Translationofcommercialsisstillahottopic,anditisaspecialactofcommunicationratherthanatext.Thepresentstateofcommercialstranslationisnotsatisfyingandcannotattractthepotentialconsumers’attention，nottomentiontoinducethemtotakeaction.Somecommercialstranslationsareloyaltotheoriginalbutfailtoachievepositiveeffects.Thecausesarevarious，oneofthemainreasonisourtheoreticresearchisnotperfectandcannotmeettheneedofthetranslationofcommercials.Besidessometheoriesconcerningcommercialstranslationarenoteffectiveenough，forthey,inasense,failtotakethespecialfeaturesofcommercialsintoconsideration.Thusweneedascientificandsystematicstudyinthisfieldinordertoexploreeffectivestrategiestoguidethetranslationofcommercials.RelevancetheoryproposedbySperberandWilsonisappliedtocommercialstranslationinthis thesis.Weknowthatrelevancetheoryhasbeenusedinmanyareas，anditalsocanguideandexplaintranslationeffectively.Translationandcommercialscanberegardedasaspecialcommunicationratherthanatextinthisthesis.Oneofthegreatcontributionsofapplyingrelevancetheorytotranslationisthatitputemphasisontheprocessoftranslation,whichisignoredbymanyscholarsathomeandabroad.Thetranslationisconsideredasanactofspecialcommunicationthatcontainstwoostensive-inferentialprocessesintheperspectiveofrelevancetheory,inwhichthreepartiesareinvolvedin.Inthefirstprocess,theauthorofthesourcetext(advertiser)manifeststothetranslator,inwhichthetranslatorplaysapartasanaudience;inthesecondprocess，thetranslatorplaysaroleasacommunicatortrytoconveytheintentiontothetargetaudiencethroughhisdecodingfromthecontext.Thecommercialscanalsoberegardedasaspecialactofcommunication.Thesuccessofthecommunicationdependsonwhethertheintentionofthecommunicator's(advertiser)intentionisconveyedandsatisfiesthetargetreaders'(potentialconsumers)expectationfromtheperspectiveofrelevancetheory.Relevancetheoryisarelativelynewapproachtothestudiesofcommunicationandtranslation,butitnotonlyhasbeenprovedtobeanessentialtheorytoaccountforutteranceunderstandingandcognition,butalsoaneffectiveone.Thispaperattemptstostudycommercialsanditstranslationwithintheframeworkofrelevancetheory.Inlightofrelevancetheory,theauthorpresentsseveraltranslationstrategiesofadvertisementtranslationfromChinesetoEnglishorfromEnglishtoChinese.Thestrategiesareliteraltranslation,freetranslation，andsomerhetoricfigures.Accordingtorelevancetheory，allthesetranslationstrategiesonadvertisingareappliedtoachieveadequatecontexteffects，andthenconceivethepersuasivefunctionofadvertising.Becauseofthelimitedsourcesandlimitedknowledgetheauthorhascommanded,thisthesisisonlyasuperficialstudyoncommercialsanditstranslation.Itishopedthatitmightcontributeabittoadvertisingtranslationstudiesandinspirenewwriterstodofurtherresearchtoyieldfruitfulresultswiththeirefforts. Notes[1JGutt^E.A.TranslationandRelevance:CognitionandContextIMJ.ShanghaiForeignLanguageEducationPress,2004.p24-46[2JSperber，Wilson.RQlevance:CommuniceitionandCognition.Beijing:ForeignLanguageTeachingandReserchingPress&BlackwellLtd,1995/2002.p155-170Huang，Weixin&Liversy，P1998AnIntroductiontoEnglishStylisticsandRhetoriforChineseLeanersBeijing:PoliceEducationPress，1998pi31HornbA.S.OxfordAdvancedLearner'sEnglish-ChineseDictionary(FourthEdition).England:CommercialPressandOxfordUniversityPress,1997.p314-p315.冯国华，吴群.“论翻译的原则”.[J].《中国翻译》，2001.11.p.28 BibliographyCrystal,David&Davy，Derek.1982.InvestingEnglishStyle.Harlow:LongmansHornbA.S-OxfordAdvancedLearner’sEnglish-ChineseDictionary^FourthEdition/England:CommercialPressandOxfordUniversityPress，1997.Nida，E.A.andTaber.C.R.TheTheoryandPracticeofTranslation.Leiden:E.JBrill，1969.NordC-TranslatingasaPurposefulActivity—FunctionalistApproachesExplained.Shanghai:ShanghaiForeignLanguageEducationPress,2001Sinclair，J.CollinsCobuildEnglishLanguageDctionaty.Wi11iamCollinsSons&Co.Ltd.1987.YarningJin.OnDynamicAdaptablityofChinesePublicSigns.AsianSocialScience,2010(11).陈宏薇，李亚丹.《新编汉英翻译教程(第二版)》.[M].上海：上海外语教育出版社，2010.1.p.8冯国华，吴群.“论翻译的原则”.[J].《中国翻译》，2001.11黄忠廉.“严复思想的另一面”.LN.《中国科技翻译》，1998.4.李运災“字幕翻译的策略”.U].《中国翻译》，2001.10.刘宓庆.《文体与翻译》.[ML北京：中国对外翻译出版公司，1985.孙致礼.《新编英汉翻译教程》.[M].上海：上海外语教育出版社,2003 AcknowledgementsOnthecompletionofmypaper，Iwouldliketoexpressmydeepestgratitudetoallthosekindnessandadvicesthathavemadethisworkpossible.IamgreatlyindebtedtomysupervisorMs.Dongyan，whourgedmetobeginmyresearchworkassoonaspossible，andgivemevaluableinstructionsandmuchhelpintheprocessofwritingthispaper.Hereffectiveadvice,shrewdcommentsandquickcorrectionshavekeptthispaperintherightdirection.IamgratefultoProfessorZhangyong，ProfessorWuQingyu,andotherteachersoftheSchoolofForeignLanguageofTaiShanMedicalUniversity.TheyhaveimprovedmyEnglishabilitiesinlanguagelearningandinlinguisticsresearchmethodology，andhaveshownmeintothefascinatingworldofEnglishlinguistsandwesternculture.IwouldliketoextendmyheartfeltgratitudetotheauthorswhoseworksIhavecitedorquoted，andtothescholarsuponwhoseideasIhavefreelydrawn.Ihavebenefitedalotfromtheirpreviousstudyonthissubject.Lastbutnotleast,Iowemuchtomyfriendsandclassmatesfortheirvaluablesuggestionswhichareofgreathelpandimportanceinmakingthepapersareality.