ABSTRACT
The foreign publicity translation has been becoming more and more important with China’s further integration with other members in the world. The research on foreign publicity translation in current stage enjoys a tendency to develop in a multi-angle and multi-level way. However, in the long past few years, being limited within the “Loyalty” and “Equivalence”, the study on foreign publicity translation focuses on the analysis and transformation of languages from linguistic surface, which is a kind of static analysis. Moreover, the research on subjectivity of translators has been often ignored, especially in foreign publicity translation.
Under the framework of Relevance Theory, this thesis studies the subjectivity of the translator in foreign publicity translation from the cognitive perspective. As a cognitive theory, Relevance theory stresses the importance of “man”. Translator always plays an indispensable role in comprehending, interpreting, rendering the source text. The writer will collect various foreign publicity materials to find the Optimal Relevance among various information, infer and understand true communicative intention, in a overall and scientific way.
Content
1. Introduction 1
2. Foreign publicity translation 2
2.1 The definition of foreign publicity translation 2
2.2 The characteristics of foreign publicity translation 2
3. The translator’s subjectivity 4
3.1The definition of the subjectivity of the translator 4
3.2 The Significance of Translator’s Subjectivity 4
4. Relevance Theory 6
4.1 A general introduction of Relevance Theory 6
4.2 Principle of Relevance 6
5. The subjectivity of the translator for foreign publicity translation under the framework of relevance theory 9
5.1 The subjectivity of the translator in the first ostensive-inferential Communication. 9
5.2 The subjectivity of the translator in the second ostensive-inferential communication 10
6. The problems and strategies in foreign publicity translation from the two ostensive-inferential communication processes 11
6.1 Inaccurate comprehension of the ST 11
6.2 Translator’s incompetence in rendering of the TT 12
6.3 Strategies 14
7. Conclusion 22
Acknowledgements 23
References 24
