摘要
商业广告成功与否,关键是看能否抓住广告受众的认知心理.本文通过广告翻译实例试图探讨:关联理论作为探索交际与认知关系的语用理论,对广告及其翻译具有的解释力,以及对实现广告AIDA功能的启示.本文运用关联理论中的认知语境、最佳相关原则等概念,分析译者为使广告译文实现AIDA功能应当遵循的翻译准则,以及应该具体采取哪些翻译策略和方法.
The audience's cognition is a key element for the success of an advertisement. Illustrated with examples, this paper attempts to explore how to understand in the framework of relevance theory the translation of ads and its realization of the AIDA function in the target language with a consideration of the target audience's cognition. The notion of cognitive context and that of optimal relevance are employed to analyse the translation guideline and strategies needed in translating commercial advertisements.
出处
《山东外语教学》
2003年第6期78-80,87,共4页
Shandong Foreign Language Teaching
关键词
关联理论
广告翻译
认知语境
商业广告
语用理论
relevance theory
the translation of ads
cognitive context
translation strategies
