On-English-Ads-Translation-from-the-Perspective-of-Relevance-Theory英语专业论文

PAGEPAGE29中国某某某某学校学生毕业设计(论文)题目:OnEnglishAdsTranslationfromthePerspectiveofRelevanceTheory姓名：00000000班级、学号：00000班、000000号系(部)：经济管理系专业：商务英语指导教师：0000000开题时间：2009-4-10完成时间：2009-10-202009年10月20日目录毕业设计任务书…………………1毕业设计成绩评定表……………2答辩申请书……………………3-5正文……………6-31答辩委员会表决意见……………32答辩过程记录表…………………33课题OnEnglishAdsTranslationfromthePerspectiveofRelevanceTheory课题(论文)提纲Ⅰ.引言1.1研究目的及意义1.2国内外研究现状Ⅱ.理论框架2.1简介关联理论2.1.1关联理论的推理本质2.1.2关联原则2.2关联理论的翻译方法Ⅲ.从关联理论来看英语广告翻译3.1英语广告翻译的目的3.2英语广告翻译的本质3.3关联理论视角下的广告翻译3.3.1广告翻译的策略3.3.2广告翻译实例分析Ⅳ.结论二、内容摘要广告是一种特殊的交际文体，具有明确的商业目的。因此，广告翻译的译文只有符合受众的语言特点、文化习惯、，才能激发消费者的购买欲望。英语广告翻译的目的是追求译文达到最大的语境效果，实现达到有效宣传产品，提高销量的目的。目前，对于广告翻译的理论研究，相对滞后。因此，本文拟用关联理论来分析英语广告的翻译，目的是分析英语广告翻译的实质，并且试图构建基于关联理论的翻译模式，以期指导译者进行英语广告汉译时灵活地选择翻译策略。本研究对于中国的翻译教学和译者的翻译实践提供了一些启示。但其还具有一定局限,所以对未来相关研究的方向提出了建议。关键词：英语广告；广告翻译；关联理论三、参考文献[1]Gutt.Ernst.August(2004)RelevanceandTranslation.cognitionandcontext［M］Shanghai.ShanghaiForeignLanguageEducationPress.[2]Nord.Christiane(1996)TranslatingasaPurposfu1Activity.［M］Manchester.St.JeromePublishing.[3]Ramos.F.Y(1998)ADecadeofRelevanceTheory.［J］JournalofPragmatics(30).247-262[4]Tanaka.K.(1994)AdvertisingLanguage.ApragmaticapproachtoadvertisementsinBritainandJapan［M］London.Routledge.[5]Wilson,Deirde.(1998)Discourse.CoherenceandRelevance.AReplytoRachelGina.［J］JournalofPragmatics(29).57-74[6]刘卫东.田贵森.广告翻译的最佳关联策略［J］.广西社会科学.9（2005）.156-159[7]孟建刚.关联理论对翻译标准的解释力［J］.中国科技翻译.1(2001).9-11[8]潘莉.从关联理论角度解读广告翻译中的变通［J］.山东外语教学.6(2003).78-87[9]张景华.辨证性—关联理论的翻译本体论阐释［J］.天津外国语学院学报.1(2005).8-14[10]赵彦春.关联翻译理论对翻译的解释力［J］.现代外语,3(1999):273-295OnEnglishAdsTranslationfromthePerspectiveofRelevanceTheory000000Abstract:Asaspecialcommunicativetext,advertisementhasitsdefinitecommercialaims.Therefore,thetranslatedadvertsaresupposedtocatertothetargetaudienceintheirownlanguageandculturalbackground,whichcaninspiredtheirdesiresforpurchase.Theaimofadtranslationistoaccomplishthecommunicativeintentionoftheoriginaladvertiserandyieldadequatecontextualeffectsinthetargetenvironment,whichistopersuadethetargetaudience(consumers)topurchasetheadvertisedproductsorservices,ortofollowtheadviceinthead.Amongthecurrentstudiesonthisproject,mostofthemdugintotheprosandconsofspecifictranslationstrategies,butfailedtofindoutanoverallguidingtheoryforthegeneraladvertisingtranslationpractice.Therefore,thepresentstudymakesexplorationsoftheadstranslationfromEnglishtoChinese(abbreviatedasE-Ctranslationofads)withintheframeworkofRelevanceTheory,withahopetoanalyzethenatureofadtranslation,anddevelopatheoreticalmodelcoveringthewholeprocessofE-Ctranslationstrategies.MeanwhilethepresentresearchislikelytohelpusunderstandandappreciateadvertisinglanguageandcontributetoEnglishteachingandlearninginChina,butthestudywithlimitationoftheresearchandsuggestionforfutureresearch.Keywords:Englishadvertisement；Advertisementtranslation；RelevanceTheoryⅠ.IntroductionGlobalizationoftheworldeconomyhassingledoutadvertisement(hereafterabbreviatedasad)inthebusinessworld.TherapidspreadofEnglishadsinworldmarkethasinitialedalotoftranslationstudiesonitintheacademia,whichhasalwaysbeenahottopicinthetranslationofpracticalEnglish.Thepresentchapter,firstofall,introducesthepurposeandthemeaningofthisresearch,andthenreviewssomeprevioustranslationtheoriesaswellassomerelevantpreviousstudiesconductedbyChineseresearchers.1.1ThePurposesandtheMeaningofthisStudyReviewoftherelatedexistingliteratureofboththeoriesandresearchesshowsthatbothWesternandChineseresearchershavecontributedalottothestudyofthetranslationofEnglishads.Buttheystillhavetheirrespectiveproblemsandweaknesses.InChinatheoreticalstudyonthetranslationofEnglishadsisstillrelativelyretardant.Therefore,thethesisattemptstoconductastudyonE-CtranslationofadswithintheframeworkofRT,andittriestoanswerthefollowingquestions:(1)WhatisthetranslationofEnglishadsinnature?(2)HowtodevelopatheoreticalmodelcoveringthewholeprocessofEnglishadtranslationwhichcanhelptranslatorstochooseappropriatetranslationstrategies.SincethepresentstudyisconductedwithintheframeworkofRT,theconceptsofRTadoptedinthisresearchwillbeintroducedinchapterTwo.UsingRTtostudyE-Ctranslationofadshasboththeoreticalandpracticalsignificance.Theoretically,ittestifiestheapplicabilityofRTintranslation,whichispropitioustoconductstudiesonthetranslationofsomeothertypesoftexts.MeanwhilethepresentresearchislikelytohelpusunderstandandappreciateadvertisinglanguageandcontributetoEnglishteachingandlearninginChina.1.2PreviousResearchesontheE-CTranslationinDomesticandAbroadTranslationisarathercomplexandyetafascinatingtask.Sincethe1990sresearchesonthetranslationofadvertisingmaterialshaveincreased,alongwiththeadventofglobalization(Liu&Tian,2005).ManyscholarshomeandabroadhavetriedtoconductresearchesonthetranslationofEnglishadsfromdifferentperspectives.Inthe1950sand1960s,linguistictheoryoftranslationbecamedominantinWesterncountriesandthelinguisticapproachesbasicallyregardtranslationasacodeswitchingoperation.Atthebeginningofthe1970s,thefocusshiftedfromthewordorphrasetothetextasaunitoftranslation.ThetheoryisrepresentedmainlybyEugeneNida’s“equivalence”principle.Functionalistapproachtotranslationemergedinthe1970sinGermanyintherepresentativeofVermmeer’sSkopostheorie(1989).BecausetheadvocatorsofthisapproachareGermanscholars,itisalsocalled“Germanschooloffunctionalism”.OverseasadvertisingofconsumerproductsandserviceshasappearedinChinesemarket,whichdrawsmoreattentionfromChinesescholars.AdtranslationdidnotbegintocatchChinesescholars’attentionuntiltheearly1990swhenitstillappearedratherprimitivealongwiththeprematureadvertising(Li&Ma,2005).Asfortranslationstrategies,Chinesescholarsjustadviseoneortwototheaudienceandusemanyexamplestoprovetheirsuggestion.Forexample,Zhang(2003)considersthatadvertisementtranslationisaprocessoflanguagetransferringandculturalexchange,andmanyadvertisementtranslationsnowadaysdonotconveytheexactmeaningandculturalconnotations,whichleadstothefailureandmisunderstandingoftheoriginaladvertisements.Sheanalyseshowculturaldifferenceinfluencestranslationofadvertisement,andputsforwardseveraleffectivetranslationmethodsfromtheperspectivesoflanguage,socialcustomsandpurchasingpsychology.Zhong(2004)proposesliteraltranslationandfreetranslationasthetranslationstrategiesforadvertisingtranslation.Tosumup,mostofthemaretryingtoaddresshowtotranslateEnglishadvertisementsintoChinese,whilenoneofthemattemptstoanswerwhytochoosethesestrategiesnotothers.ReviewoftherelatedexistingliteratureofboththeoriesandresearchesshowsthatbothWesternandChineseresearchershavecontributedalottothestudyofthetranslationofEnglishads.Buttheystillhavetheirrespectiveproblemsandweaknesses.II.TheoryFrameThischapterwillconcentrateontwomajorissues:onepartdealswithRT,thetheoreticalfoundationsofthestudy,inwhichtheinferentialnatureofRTandtheprincipleofrelevancewillbeintroduced.TheotherpartfocusesontheRTapproachtotranslation.2.1AnIntroductionofRelevanceTheoryRTisanewapproachtocommunicationandcognitivepragmatics,however,RThasbeensuccessfullyappliedtotranslation(Romos,1997).ThefollowingsectionsareabouttheoutlineofmainassumptionsofRT.2.1.1TheInferentialNatureofRelevanceTheoryAccordingtoSperberandWilson(2001),humancommunicationisanostensive-inferentialprocesswhichisdefinedasfollows:Ostensive-inferentialcommunication:thecommunicatorproducesastimuluswhichmakesitmutuallymanifesttocommunicatorandaudiencethatthecommunicatorintends,bymeansofthisstimulus,tomakemanifestormoremanifesttotheaudienceasetofassumptions.Thecommunicatorandaudienceareassignedtodifferenttaskstomakeasuccessfulcommunication.Onthespeaker’spart,heissupposedtomanifesthisintentions’whileonthehearer’spart,heissupposedtoinfertheintentionsbehindthiscodedmanifestness.SperberandWilson(2003)proposethattheintentionswhichthecommunicatorintendstomanifestconsistofcommunicator’sinformativeandcommunicativeintention.Acommunicatorwhoproducesanostensivestimulusistryingtofulfilltwointentions,theinformativeintention,‘makemanifestormoremanifesttotheaudienceasetofassumptions;second,the`communicativeintention,‘tomakeitmutuallymanifesttoaudienceandcommunicatorthatthecommunicatorhasthisinformativeintention’(Sperber&Wilson,2001).InRT,informativeintentionarenotofthesameimportanceincommunication.Understandingisachievedwhenthecommunicativeintentionsarefulfilled,namely,whentheaudiencerecognizesthecommunicativeintention.Oncethecommunicator’scommunicativeintentionisrecognizedbytheaudience,thecommunicationsucceeds.Thepurposeofinformativeintentionistoillustratetheaudience’scommunicativeintention,namely,therealaimofthespeaker’smanifestedactistoarousethereactionofaudiencetohiscommunicativeintention.2.1.2ThePrincipleofRelevanceInaccordancewithRT,therearetwoPrinciplesofRelevance:theFirst(theCognitive)PrincipleandtheSecond(theCommunicative)Principle(Sperber&Wilson,2001).Cognitiveprincipleofrelevance:Humancognitiontendstobegearedtomaximizationofrelevance.Communicativeprinciplesofrelevance:Everyutterance(oreveryactofostensivecommunication)communicatesapresumptionofitsownoptimalrelevance.ItfollowsfromtheCognitivePrincipleofRelevancethathumanattentionandprocessingresourcesareallocatedtoinformationthatseemsrelevant.ItfollowsfromtheCommunicativePrincipleofRelevancethataspeaker,bytheveryactofaddressingsomeone,createsanexpectationofoptimalrelevance.Anutteranceisoptimallyrelevantwhenitisrelevantenoughtobeworthprocessing,andis,moreover,themostrelevantutterancethatthespeakeriswillingandabletoproduce(Sperber&Wilson,2001):Optimalrelevance:Anutteranceisoptimallyrelevantif,andonlyif:(a)Itisatleastrelevantenoughforittobeworththeaddressee’sefforttoprocessit(thatis,itprovidesadequatebenefitstotheaddressee)(b)Itisthemostrelevantone(oritenablestheaddresseetofindwithoutunnecessaryeffortthemeaningintendedbythespeaker)compatiblewithspeaker’sabilitiesandpreferences.Itisthisclaimtooptimalrelevancethatguidestherecipientinidentifyingthespeaker-intendedcontextforagivenutteranceinthefollowingway.Itmakestherecipientexpectthatthecontextualinformationneededforthecorrectinterpretationisreadilyaccessible.Hencetherecipientbeginstheinterpretationprocessfrominformationmostreadilyavailabletohimatthattime.Furthermore,Hewillassumethat,whencombinedwiththerightcontext,theutterancewillyieldaninterpretationthatisworththeeffortinvestedinprocessingit.Ontheseassumptions,therecipientwillproceedwiththeinterpretationprocessuntilhearrivesataninterpretationthatfulfilsbothconditions:itisderivablewithoutunnecessaryeffortandyieldsadequatecontextualeffects.Inotherwords,theclaimtooptimalrelevanceleadsthehearertoacceptthefirstinterpretationconsistentwiththeprincipleofrelevanceastheright,thatis,thespeaker-intendedinterpretation.Thus,thesearchforoptimalrelevanceguidesthehearernotonlytothespeaker-intendedcontextbutalsotothespeaker-intendedinterpretation.2.2RelevanceTheoryApproachtoTranslationIn1991,ErnstGuttwroteabookentitledTranslationandRelevance:CognitionandContext,inwhichhedevelopedRTinpragmaticsand19expoundeditsapplicationtotranslation.ThesignificanceofapplyingRTtotranslationliesinitsexplicitemphasesonthestudyofthementalprocessofthetranslatorandtheadequatecontextualeffectsinthesourcetextandthetargettext(Mackenzie,1994).TheapplicationofRTentailsthattranslationisseenaspartofcommunication.Thesuccessfulcommunicationrequiresconsistencywiththeprincipleofrelevanceand,aspartofthat,theuseoftherightcontextualinformationwhenprocessingtheutterance.Theassignmentofaparticularactofcommunicationtosomecategorycanbeofhelpwiththis,butitisnotanecessaryconditionforcommunicativesuccess,becausethecommunicatorcaninformhisaudienceofintroductoryremarks,commentsorthelikeinotherways.(Dahl,1998).Whenthereisanydoubtwhetherthetranslator'snotionoftranslationissufficientlysimilartothatheldbytheaudience,hewoulddowelltostateclearlyatanappropriateplacehowhehasunderstoodthetaskasatranslator.Asoneformofcommunication,translationisprimarilyanostensive-inferentialcognitiveprocess;theobjectoftranslationstudiesisthementalmechanismofpeopleascommunicators.ThetwobasicclaimsofRTappliedintranslationdeclarethatunderthesamecondition,thegreaterthecontextualeffects,thegreatertherelevance;thegreatertheeffortneededtoderivethem,thelowertherelevancewillbe.Sotheoptimalrelevanceisthetranslator'saimandthetargetreaders'expectation.RTconsiderstranslationas"inter-lingualinterpretiveuse"(Gutt,2001).Usuallylinguistsdefinetranslationasaprocessoftransformingsignsorrepresentationsintoothersignsorrepresentations,andtranslationisbasically20seenasacode-switchingactivity.WithinRT,translationisanalyzableasavarietyofinterpretiveuse:thetranslatorproducesatarget-languagetext,thetranslation,withtheintentionofcommunicatingtotheaudiencethesameassumptionsthattheoriginalcommunicatorintendedtoconveytotheoriginalaudience.Thatistosay,atranslationshould"communicatethesameinterpretationasthatintendedintheoriginal,whichmeansthatitshouldconveytothereceptorsallandonlythoseexplicaturesandimplicaturesthattheoriginalwasintendedtoconvey"(Gutt,2004).Explaininghowandwhytranslationworkisconcerned,RTprovidesafairlyexplicitaccountoftranslationsasinstancesoftheinterpretiveuseoflanguageacrosslanguageboundaries,anditdoessowithoutneedingtointroducetheoreticalnotionthatwouldpresupposeadefinitionoftranslation.Thecentralconceptsalreadyexistinthetheoryapartfromtranslation.Thisrelevance-theoreticaccountmaybeseentothrownewlightonthecentury-olddebateofliteralversusliberaltranslation:Itispossiblethatthenotionsofdirectandindirecttranslationspellouttheintuitionsunderlyingthesetwotraditionalnotions.Theaccountgivenhereisalsoexplanatoryinthatitexplainswhytranslationoccursatall:itoccurswhereconsistencywiththeprincipleofrelevancerequiresthattheutterancerepresentinganotherutterancebeexpressedinalanguagedifferentfromthatoftheoriginal.Thetranslatorthuscanchooseappropriatetranslationstrategiestofulfillthepurposethesourcetextincross-culturaltranslation,andworkoutsatisfactoryresult.III.AnalysisE-CtranslationofadsbasedonRelevanceTheoryAsismentionedabove,RTregardscommunicationasanostensive-inferentialprocess.Asoneformofcommunicationtranslationisprimarilyanostensive-inferentialprocess,andtheobjectoftranslationstudiesisthementalmechanismofpeopleascommunicators(Gutt,2004).Therefore,inaccordancewiththoseassumptionsofRT,thischapterwillfocusontheanalysisofChinesetranslationofEnglishadsfromtheperspectivenatureoftranslationaims,translator’sinferentialroleandthecommunicativenatureoftheadstranslation,withanattemptofconstructingaRT-basedmodelforE-Ctranslationofads.3.1TheAimofE-CTranslationofAdsInRTapproach,translationofEnglishadsisatypeofpragmatictranslationaimingattheadequatepragmaticeffectsofthetargettext,namely,adequatecontextualeffectsofthetranslatedadinthetargetenvironment.Pragmaticeffectsisnotastatic,result-orientedconceptdescribingarelationshipof“equalcommunicativevalue”betweenthesourceandtargettextsor,onlowerranks,betweenwords,phrases,sentences,syntacticstructuresandsoon..AswhathasbeendiscussedinChapterTwo,thepurposeofadvertisingistopersuadetheaudiencetopurchasetheadvertisedproductsandservices,orfollowthesuggestions.Thustheadequatepragmaticeffectsofthetargettextinadtranslationisthatthetranslatedversionisoptimallyrelevanttothetargetaudienceattheirminimalprocessingeffort,fulfillsthepersuasivefunctioninthetargetenvironment,andlurethetargetaudiencetotakeaction.3.2TheNatureofE-CTranslationofAdsFeaturingacommunicationprocessinvolvingtwolanguages,advertisingtranslationconsistsoftworoundsofcommunicationinwhichthreeparitiesareinvolved.Theadvertiserandthetranslatormakeupthefirstroundofcommunicationinwhichthetranslatoractsasanaudience.Thesecondroundofcommunicationinvolvesthetranslatorasthecommunicatorandthetargetconsumerastheaudience.Asmentionintheabovesectionthatcommunicationisofostensive-inferentialnature,advertisingtranslationcanalsobeattributedtothisnature.Inthissense,translationofEnglishadsisanactofostensive-inferentialinter-lingualinterpretationofsourcetextofadvertisement.Throughthefirstroundofostensive-inferentialcommunication,thetranslatorobtainstheadvertiser’sintentionsbehindhisostensivestimuli,inthiscase,theoriginaladvertisement,bysearchingforrelevance.Inthesecondroundofcommunication,thetranslatortriestomanifesttheintentionhehasobtainedfromthesourcetexttothereaderofthetargettextthroughhistranslation.Fromtheoriginaladvertiser’spointofview,translationofview,translationofEnglishadsismainlyanostensiveact:heincorporateshisintentionsintothesourcetextinamanifestandclearwayforthereader’scomprehension;whilefromthetranslator’spointofview,translationismainlyaninferentialact:heshouldinfertheoriginaladvertiser’sintentionsfromtheostensiveevidenceandpresupposesthetargetaudience’scognitiveenvironmentbeforeproducingtheappropriatetranslationthatcanconveytheadvertiser’scommunicativeintention.Onlythroughinferringcanheaccomplishthetwostepsintranslation:understandingandtransforming.Inordertogettherightunderstandingofthesourceadvertisement,thetranslatorshouldfirstobtaininformationfromcommunicativecluesarisingformsemantic,syntacticandphoneticlevels,searchtheoptimalrelevancebymakinginferenceagainsthiscognitivecontextandfinallygetacrosstheadvertiser’scommunicativeintentionandachievethecorrectunderstanding(Gutt,2004).Nowlookthesecondstep—transforming.Beforetranslating,thetranslatorshouldknownwhetherthetargetconsumershavethesamecognitivecontextasSL(sourcelanguage)audience,andwhetherthecontextualassumptionwhichtheoriginaladvertiserwantstoconveytotheSLreaderactuallyexistsinthetargetreader’scontextualcontextandwhethertohaveaccesstothecontextualassumptionneedmucheffort.Thetranslatorshouldmakerightassumptionabouttargetreader’scognitivecontextbeforehecanchoosethecorrectlanguagecodetotranslate.Therefore,thisprocessisalsoaninferentialoneinsteadofasimple“encoding”one.ForabetterunderstandingoftheinferentialnatureofE-Ctranslationofads,takethefamousNescafe’sadvertisementforexample:(1)ST:It’sthetaste!TT:味道好极了！(Source:/wei_Ming/9/7/1.htm)TheaboveadvertisementhasmadegreatimpressiononChineseconsumers.Thesuccessoftheadvertisement,tosomeextent,ascribestotranslator’singeniousrenderingof“it’sthetaste”into“味道好极了”inChinese.Atafirstglance,itseemsthatthemeaningoftheoriginalEnglishadvertisementisnotdetermined,as“thetaste”isnotspecifiedinthesourcelanguageandmaybeinterpretedasgoodtasteorbadtaste.Thenhowtounderstandtheoriginaladvertiser’srealintendedmeaning?Inferring,ofcourse,hasanimportantroletoplayhere.Thetranslatoratfirstaccessedhiscognitiveenvironmentandactivatesthefollowingcontextassumptions:(a)TheEnglishadvertisementisasloganforadrink.(b)InthisEnglishadvertisement,only“positiveandperfect”informationabouttheproductisinthepositiontopersuadetheconsumerstotaketheactionsforapurchase.(c)Negativeinformationabouttheadvertisedproductcannotbeexpectedtopersuadetheconsumers.AlltheassumptionsaboveconstitutethecognitivecontexttoprocesstheST,andthiscognitiveprocessthenyieldsthecontextualeffectbysearchingforrelevancebetweentheSTandtheabovethreeassumptions,namely,thetasteherereferstogoodtaste.HenceacorrectunderstandingoftheSTisachievedbythisinferentialprocess.Thenthetransformingtaskcomes.HowtorenderthissloganintoChinese?Aswehaveanalyzedabove,thetranslatorissupposedtoinferthetargetreader’scognitiveenvironmentbeforetranslation.Inthiscase,itistheChineseconsumer’scognitiveenvironment.FormostChinese,onlypositiveinformationabouttheproductexpressedindirectwayisacceptabletotheirmindwhenitcomestoadvertising.So,inordertomakehistranslationpersuasive,thetranslatorshouldnotrendertheSLtextinaliteralway“是这个味道!,whichcannotbeappealingtoChineseconsumers.Thetranslatorshouldmakealittlechangebyaddingsomepositiveandemotionalwordsinhistranslation,whichmighthelptocreatetherelevancenecessaryfortargetreader’scomprehensionandacceptanceoftheadvertisement.So,thetranslatorsuppliestheomittedinformationintheoriginalcopyandrendersitinto“味道好极了！”(Thetasteisfantastic!).ThusmakestheadvertisingtranslationsopowerfulandappealingtoChinesereaders.Throughtheaboveanalysis,wecanendthissectionbydefiningtranslationofEnglishadsasanactofostensive-inferentialinterpretationofthesourcetextofadvertisement3.3ARelevanceTheory-BasedModelforE-CTranslationofTranslationofEnglishads,viewedinrelevancetheoreticconcepts,isessentiallyanactofostensive-inferentialinterpretationofthesourcetext.ThetranslationasacommunicationprocessinvolvestheSTcommunicatorandtheTTaudiencewhocannotcommunicatedirectlywitheachotherbecauseofthelanguagebarrierandhavetodependonthetranslator.Therefore,withthetranslatoractingasabridgebetweenthem,thetranslationprocesscanbefurtherdividedintotwosub-communicationswhichinvolvetwodifferentgroupsofcommunicativepartners.Inthesetworoundsoftheostensive-inferentialprocessesthetranslatorhastwosuccessiverolestoplay:Inthefirstroundofostensive-inferentialprocess,heactsasanaudience,tryingtogetaproperunderstandingofthesourcetextbyinferringtherelevancebetweenthetextandhiscognitiveenvironment;inthesecondroundoftheostensive-inferentialprocess,hechangestoactasacommunicator,tryingtomanifesttheinferredcommunicativeintentiontoTTaudiencebyinferringtheircognitiveenvironmentandchoosingtheproperostensivestimuli.ToexploretheefficiencyofthetranslationmodelbasedonRT,wewillanalyzethetranslationstrategiesguidedbythemodel.3.3.1TheStrategiesofAdsTranslationSometranslationstrategiesavailabletothetranslatorguidedbythetranslationmodelwillbeexpoundedasfollows.(1)Whenadvertisingslogansandtitleswithsimplesentencestructureandclearwhileuniversallyeasilyunderstoodmeaning,andtechnicalgoods,consumercommoditiesandofficeequipmentwherefactualinformationabouttheproductneedstobeacknowledged,theadvertisingtranslatorshouldemployliteraltranslationstrategybecauseitcouldhelptoachievetheadvertiser’scommunicativeinformation.(2)AccordingtoRT,ifatranslationoftheadvertisementcanrealizethepurposeofpersuading,wecansaythetranslatorsdidafairlygoodjobratherthanexaminehowmuchit'sfaithfultotheoriginal.Indeed,ifproperlyused,liberaltranslationisapowerfultoolforadvertisingtranslatorstoachieverelevantadvertising.(3)GuidedbyRTapproachtoadtranslation,inordertoobtainpragmaticeffectsandfulfilltheintentionoftheadvertiser,sometimestheformorcontentofthesourcetextneedtochangegreatlytocatertotheculturalenvironmentandlanguageconventionofthetargetaudience,andadaptationisadoptedbytranslatorsonsuchoccasions.WhichoneisthemostappropriatestrategyforthetranslationofEnglishads?Theansweristhatifthestrategycould,tothelargestextent,helpthetranslatorachievethepersuasivepurpose,itwillbethemostappropriateone,thatis,itismeaninglesstoargueonwhichstrategyisthebest.3.3.2TheCaseStudyofAdsTranslationThetranslationmodelproposedaboveisnowillustratedintheanalysisofthetranslationofthefollowingEnglish-Chinesetranslationofadvertisement.(1)ST:ChallengetheLimits.TT:挑战极限。(SAMSUNG三星)(Source:)(2)ST:Obeyyourthirst.TT:服从你的渴望。(Sprite雪碧)(Source:)TheEnglishadsof(1),(2),aretwoclassicadvertisingslogans.Thesentencestructuresaresimpleandrhymed.ItseemsthatthetranslatedsloganstendtohavebeenassimilatedintotheChineseculture.Inotherwords,theadvertisingpurposeiswellachievedthroughtranslation.Wecouldeasilytellthetranslationstrategyemployedinthesetwoadvertisementsisliteraltranslation.(3)ST:Arriveinbettershape.TT:翱翔万里，神采飞扬。(Source:.tw/12k)TheChineseversionadaptstothe