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本文认为英语广告的汉译实质是语际间对广告原文的明示推理阐释,译者在翻译过程中负责两个推理过程:首先在原文语境中对广告主的交际意图进行推理并做出正确的理解,其次是通过对目的语读者的认知环境进行推理,而后将广告原文转换为目的语文本。最后,本文提出了基于关联理论的翻译模式,如可以灵活地选择创新性删译、创新性扩译、创新性改译等翻译策略。
This paper argues that the essence of Chinese translation of English advertisements is the explicit reasoning interpretation of the original texts by the interlingual language. The translator is responsible for two reasoning processes in the translation process. The translator firstly makes inferences and makes the correct intentions in the original context Secondly, through the reasoning of the cognitive environment of the target language readers, the original text of the advertisement is then converted into the target language. Finally, this paper proposes a translation model based on the relevance theory, such as the flexibility to choose translation strategies such as innovative deletion, innovative expansion and innovative translation.