Advertising is a kind of communicative behavior and communication arts, advertising success, the key is to see whether it can seize your audience psychology. Relevance Theory is to explore the relationship between communication and cognition Pragmatic Theory. In this paper, using relevance theory to explore the advertising translation, advertising translation to find the best associated policies.
An advertising feature: Broad advertising, is widely advertised, that is something widely inform the public of promotional activities. The narrow sense of advertising refers to the enterprises for the purpose of Marketing products and services, with paid way through the mass media to provide Information and persuade people to buy communication activities. Advertising has the following characteristics: promotional, informational, persuade nature.
Understanding of the theory of association: Relevance theory is the Western linguists Sperber and Wilson's relevance based on the criteria proposed by Grice's theory of Cognitive Pragmatics. They believe that language communication is an explicit - the reasoning process, rather than the traditional communication theory, coding - decoding process. Relevance Theory is the core of the principle of seeking the best correlation, that is, acts of human communication will have one of the best correlation of expectations, the recipient to determine the communication's communicative intent, it must be known to both the cognitive communicative environment, find each other between the discourse and context of optimal relevance, by reasoning, infer the implied meaning of context in order to obtain contextual effects to achieve communicative purposes.
Relevance Theory and Advertising Case Study: In the Relevance Theory framework, the communicative act is an explicit - cognitive behavioral reasoning. When the advertisers through advertising words express, it will certainly want your ad to the audience through the explicit content of reasoning out the advertiser's communicative intent. Therefore, how to lead the audience's attention (Attention), raised their interest (Interest), thus producing Desire (Desire), in order to take action (Action), referred to as AIDA. AIDA fully reveal the audience to accept an advertisement for the whole mental process. As the English language and Culture differences and advertising style-specific features, advertising translation to achieve optimal relevance, in most cases require flexible, multi-use rewriting or rewrite. Specific operations can be from the following aspects:
1. Transfer Perspective Such as the Shanghai Watch Factory Diamond watch ads: Chushoubufan diamond table.
PRESIDENT: Buy a Diamond brand watch, if every second counts for you. Ad translation captures the audience's cognitive environment, using the familiar expression of the audience to meet their values. However, in contrast to the original, in addition to 'Diamond Watch' and corresponds to a Diamond brand watch, almost no correlation. However, the translation expressed implicitly contains the original meaning of ingenuity in the use of the English language pun count - with the 'timing' and 'value' of the double meaning of the language skills of its head. Reproduction of the original customers to 'buy' the imperative features.
2. Conversion narrative - induction deduction changes Such as: opening a new international tourist attraction - Nanxi Scenic Area. Boat trip from the source of enlightenment and benevolence and to enjoy the river scenery and unique ... ... On the occasion of the scenic south of Zhejiang Nanxi River, located in a well-known domestic and foreign aids production of 'leading' companies - Zhejiang Yongjia Teaching Instrument Factory. PRESIDENT: Standing by the side of the picturesque Nanxi River, a newly opened resort by the state in south Zhejiang, is Yongjia Teaching Instrument Factory - a head enterprise well known in and out of China for manufacturing teaching facilities. Original start Attractions - Nanxi Scenic Area as his starting point a detailed description of the unique scenic landscape, the end of the paragraph dotting 'occasion of the ... ... ordinance factory'. The translation is omitted in the original description of all the scenery, indicating location and directly point out the center - Yongjia Teaching Instrument Factory, and then further described the plant in the country's reputation and position is the center highlights.
3. Borrowed idiom proverb Proverbs are often able to dilute the audience awareness in the Context of the product from a foreign country of strangeness. The greatest benefit of this approach is the target language in the idiom proverb can be-they're starting to skillfully bring the audience closer to products and advertising purposes. The following is a treatment of heart disease called 'Suxiao Jiuxin pill' (Quick Results Heart-Save Pill) drug advertising: reposted elsewhere in the paper for free Download Center Carry being prepared,Portable and near misses. Sir: A friend in need is a friend indeed. Ad original loved by the Chinese four-character grid, Antithesis neat, fast-paced, resonate powerfully. But if not flexible, either literal or free translation, it is difficult to maintain the original language of advertising efforts. The translation borrowed from a widely circulated English proverb, to take anthropomorphic rhetoric reveals the efficacy of the drug. To make the audience from the cognitive receptive and easy to remember.
4. Conclusion
The main purpose of advertising translation is to attract customers and ultimately for customers to make purchases. Therefore, in-depth study of target language translation should be the audience's cognitive environment, bold words and sentences beyond the original limits, to achieve structural transformation and adaptation to the practical realization of advertising translation AIDA features, the real principle of optimal relevance of relevance theory.
