英语翻译然而,一些广告翻译也是“死译”例如百事可乐的广告语“the choice of a new generation”可以翻译成“新一代的选择”.因为字面上的文化暗含已经被中国读者了解,因此,中国读者可以简单的进行上下文假设,不需要付出更多的精力就可以获得最佳关联.因此,不难看出翻译的目的就是实现最佳关联.这篇文章认为最佳关联对广告翻译有着至关重要的作用,翻译的时候既不应该完全的“本地化”也不
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However,some advertisement translations are dead translations.For example,the Pepsi's advertisement the choice of a new generation can be translated into 新一代的选择 because the literal culture connotation has been understood by the Chinese readers.Therefore,Chinese readers can simply make a context assumption and don't need to pay more energy to obtain the best relevance. So,it is easy to see that the goal of translation is to achieve a best relevance.
This article thinks that the best relevance plays an important part in the advertisement translation.While translating,we should be neither in a total localization way nor be in a dead translation way(keeping the original meaning) but should analyse and deal with it according to the dynamic connection between the original language and the target language.
The concept of the best relevance is very important in the theory of relevance.The best relevance perfectly interprets two translation principle which are the localization of translation and keeping the original meaning and explains the relationship of unity of opposites between them.The proper use of the best relevance can wonderfully solve the contradiction between the total localization and keeping the original meaning during advertisement translation.
ps 有些地方想不到很好的翻译,只能将就了