摘  要

随着经济的迅速发展，广告作为一种促销和宣传的手段，它已经成为生活中重要的一部分。成功的广告为促进商品销售提供良好的条件并成为企业在商品销售竞争中的有力武器。本文从斯珀伯和威尔逊提出的关联理论出发，根据其中的相关原则对英语广告翻译进行阐述分析。从关联理论角度来看，广告交际是一种特殊的语言交际，广告者作为说话者会将自己的想法通过广告语言传递给广告受众。广告受众在领会广告语言时，时常会根据自己已有一些知识背景对其进行不断的语境假设，以便找到最佳的语境对广告语言进行最佳的关联解读。因此通过关联理论来研究广告语言不仅能够更好的理解广告语言的本质，还能更达到最佳的宣传效果，最终实现它的价值。

关键词：英语广告；关联理论；语境

Abstract

With the rapid development of economy, as a means of promotion and publicity, advertising has become an important part of people’s lives. Successful advertising can promote the sale of goods and become a powerful weapon in the commodity sales competition. Advertising is quite unique in many ways, thus the traditional translation theories sometimes can not explain it thoroughly. This thesis is based on relevance theory proposed by Wilson and Sperber. In the light of relevance theory, this thesis studies the translation of English advertising with the aim to demonstrate that relevance theory can guide and explain the advertising translation. According to the related principles, it analyzes and explains the English advertising translations. Relevance theory regards human communication as an ostensive-inferential process, and it believes that every act of ostensive communication communicates a presumption of its own optimal relevance. From the perspective of relevance theory, advertisement is a special kind of language of communication. As the speakers, advertisers tend to express their ideas to the audiences by advertising. The audiences always use their existing knowledge and experience when they try to understand the advertising languages. They always suppose the contextual assumptions until they find the best way to unscramble. Thus, studying the language of advertising by relevance theory can not only grasp the essence of advertising language, but also attain the best propagandist effect. And it can even achieve the economic and social value. 

Key words: English advertising; relevance theory; context