关联理论指导下的广告仿拟翻译对策初探

关联理论是关于交际与认知的语用学理论,它所提出的最大关联和最小努力的原则与翻译过程有直接的联系。最佳关联是广告修辞中的仿拟辞格得以构建的基础。在关联理论指导下,广告仿拟翻译有三种对策:以仿拟译仿拟、转换辞格翻译和释意翻译。

Translation Techniques of Parody in Advertisements from the Perspective of Relevance Theory

As a category of pragmatics,relevance theory,dealing with communication and cognition processes,proposes such concepts as optimal relevance and minimum efforts which highlights the nature of translation practice.It is the base on which parody,a special figure of speech commonly used in advertisements,is built.By the light of the relevance theory,the translation of parody in advertisements includes three translation techniques： parody-to-parody translation,transformation of figures of speech and hermeneutic translation.