Abstract: Advertisement translation plays a key role in the economic prosperity, world trade development and international communication. Relevance theory has achieved a series of development in the new century, and it has been gradually accepted as an important guidance theory in advertisement translation by more and more people. Relevance theory can well embody the meaning of the source text in advertisement translation and make its context embody the most and best relevance. This paper deeply explains the guiding significance of the relevance theory to advertisement translation, and then helps translators find a better translation method. Knowing well of the advertisement and its translation features, not only benefits our language learning and understands more of different countries’ cultural value, but also propagates our products and companies efficiently and improves our market competitive abilities.

Key words: advertisement translation; translation method; relevance theory

CONTENTS

Abstract

中文摘要

1. Introduction1

2. Brief Introduction to Advertising Language Translation.1

2.1 Definition of Advertisement

2.2 Features of Advertising Language

2.3 Requirements of Advertising Language Translation

2.3.1 Full Consideration of the Different Cultures between English and Chinese

2.3.2 Full Understanding of the Characteristics of the Advertising and Merchandise 

2.3.3 Paying Attention to Innovation and Keeping Pace with the Times

2.4 Errors in Advertising Language Translations

2.4.1 Functional Translation Error

2.4.2 Aesthetic Translation Error

2.4.3 Cultural Correction Translation Error

3. Brief Introduction to Relevance Theory.5

3.1 Definition of Relevance Theory

3.2 Relevance Theory Applied in Advertising Translation

3.2.1 Relevance of Informative and Communicative Intentions 

3.2.2 Relevance of Context

3.3 Optimal Relevance

3.3.1 Definition of Optimal Relevance

3.3.2 Optimal Relevance Applied in Advertising Language Translation

4. Conclusion8

Bibliography.9

Acknowledgements10