Feasibility of the Application of Relevance Theory to Brand Name Translation.docVIP

Feasibility of the Application of Relevance Theory to Brand Name Translation 　　Abstract： Relevance theory is a theory on communication from the cognitive point， and regards the communication as an ostensive？鄄inferential process. The brand name translation is not only bilingual communication， but also bicultural communication. The author regards the brand name translation as a communicative process of ostensive？鄄inference that includes three parties， testifying the feasibility that relevance theory can be best applied to the brand name translation. 　　Key Words： Feasibility； Relevance Theory； Brand Name Translation 　　【中图分类号】H31 【文献标识码】A 【文章编号】2095-3089（2013）05-0113-01 　　Ⅰ. Relevance Theory： A Theory on Communication from the Cognitive Point 　　The inadequacy of traditional communication perspective has given birth to the relevance theory. The relevance theory is put forward by Sperber and Wilson. The two linguists claim：“we maintain， then， that there are at least two different modes of communication： the coding？鄄decoding mode and the inferential mode…. Complex forms of communication can combine both modes. Inferential communication， for example， might involve the use of coded signals which fall short of encoding the communicator？蒺s intentions and merely provide incomplete evidence about them.”That is to say， two modes are intertwined in common communication， especially in complicated ones. On the basis of this compromise， relevance theory suggests the ostensive？鄄inferential mode of communication. It is consist of the meaning and intention expressed by the speaker （the informative intention and communicative intention）. To make clearer the mode， two basic concepts are further introduced in the relevance theory：cognitive environment and the mutual？鄄manifestness. The relevance theory pays attention to the communication and cognition， and regards relevance as the principle of communication. Therefore， disagreeing with the traditional communication， relevance theory fo