摘要

随着世界经济全球一体化的发展，广告对于外国企业在中国的营销上起到了越来越多的作用。然而，因为不同的历史和文化背景，很多在国外取得巨大成功的广告在中国并没有取得人们期待中的成果。这里有很大一部分原因在于翻译人员对英文广告的翻译没有到位，尤其是一些修辞手法的翻译上存在一些问题。关联理论作为非常重要的翻译理论之一，既实用又有效，因此已有不少学者运用该理论对翻译实践进行过研究。然而，大部分研究者多对于广告的整体认知语境进行研究，却很少从关联理论的角度研究广告中修辞手法的翻译。
本篇论文从关联理论的角度出发，针对英语广告中修辞手法的翻译进行了研究。首先，作者明确了关联理论的定义，解释了关联理论的基本原则和翻译观。其次，作者对于广告的定义，广告的类型，以及广告中经常用到的修辞手法等进行了详细的说明。随后，在论文的主体部分，作者通过具体的例子，在关联理论的框架下对英语广告中修辞手法的翻译实例进行了分析，并提出了针对不同修辞手法的翻译策略，证实了关联理论的指导作用。最后，作者对本文做出了总结，并提出了这篇论文的一些不足。

关键词： 关联理论， 广告翻译， 修辞手法。

Abstract

With the development of the economic globalization, advertising is becoming increasingly significant in the marketing strategy of foreign companies. However, due to the different historical and cultural backgrounds, many successful English advertisements cannot achieve similar expected success in China. Most of the reasons are related with the inappropriate translation of English advertisements, especially the rhetorical devices. Relevance theory, as a practical and effective translation theory, has been applied to the research on translation practices by many scholars. However, they mainly focus on analyzing the general cognitive context of advertisement, but seldom concentrate on the translation of rhetorical devices from the perspective of relevance theory.
This thesis studies the translation of rhetorical devices in English advertisements from the aspect of relevance theory. First of all, the author explains the definition of relevance theory, its basic principle and Gutt’s relevance-theoretic accounts on translation. Then, the author thoroughly illustrates the definition, classification and the use of rhetorical devices in advertisements. Afterwards, in the main part of this thesis, the author analyzes some specific examples concerning the translation of different rhetorical devices in English advertisements from the perspective of relevance theory and offers some effective translation strategies accordingly; hence relevance theory proves to be applicable to translation. Finally, the author draws a conclusion and points out some limitations of this paper.

Key words: relevance theory, advertisement translation, rhetorical devices.