Russian Advertisement Translation in the Perspective of Relevance Theory
|Course||Russian Language and Literature|
|Keywords||Relevance theory Optimal relevance Equivalent translation Reconstruction relevance|
Translation plays an important role in the economic development and culture spread. In recent years, scholars have studies translation with different disciplines and different perspectives, and have proposed different translation theoretical models and translation strategies. Of these, the use of relevance theory to guide translation is a research focus in recent years. But there is no much more that this theory is used in advertising translation, and there is no unified view in the translation strategies.Based on the Interpretation of relevance theory in this paper, we give a detailed translation view of relevance theory, and indicate the importance in maintaining optimal relevance in the translation, and analyze the influence factor of translation. Then in the paper we combine the translation with features and functions of advertising, and put forward the equivalent importance in the advertising translation under the optimal relevance perspective, as a starting point, to disport ads into maintaining optimal relevance ads and lacking relevance ads. Finally, from language and cultural aspects, associated with literal translation and reconstruction relevance strategy to try to translation and analyze with the advertising examples. Of these, Reconstruction relevance strategy includes editing translation and imitating translation strategy, the combination strategy of supposing context enriched and gaining translation, the combination strategy of supposing context enriched and transforming translation, the combination strategy of presenting context meaning and transforming translation, the combination strategy of presenting context meaning and imitating translation.