商务英语语用学教程课件 Chapter 5 Relevance Theory(2)
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• Translation 1: 我方已经于利物浦为你方实 施了一项开放的政策，这将确保你方下笔 订单的运输安全。
• Translation 2: 我方已经于利物浦为你方签 署了一项预约的保单，这将确保你方下笔 订单的运输安全。
terms
Relevance at lexical level
• Sempron • Translation 1: 永远 • Translation 2: 闪龙
Chapter 5
Relevance Theory(2)
Contents
1 Revision 2 Relevance and humor 3 Application 4 Assignment
• 3 models of communication
• 语码模式code model, 纯推理模式inferential model, 明示推 理模式ostensive-inferential model
• Step 3: Choose the proper translation style and contents to present the optimal relevance to target readers.
Relevance at lexical level
• We have arranged you an open policy in Liverpool, which can ensure the safe transportation of your next order.
• Ross: So, I got us some reservations for Sunday night, okay? How about, Ernie's…at 9 o'clock?
• Rachel: Yeah, well, you uh, better make it for three.
voice
Relevance at syntactic level
• We have received your e-mail of May 23, 2006. • We acknowledge receipt of your letter of March 16, 2008. • We have read your fax of May 28, 2010. • Thank you for your email dated February 16, 2009. • We are in receipt of your fax dated May 23, 2005.
In brief, the key point of translation is to seek the optimal relevance in source texts, then reconstruct it in translation works.
Accordingly, the translation process should be divided into 3 steps:
• Translation: 我们已经收到贵方xx年x月x日所发的信件 （传真、邮件）。
sentence patterns
Relevance at stylistic level
• We have to inform you that our clients find your price uncompetitive. Information indicates that some products of Indian origin have been offered at a price lower than yours. We have to counteroffer as follows: USDl9 per dozen CIF New York, other terms as per your fax of May 20.
7 Yours faithfully, 8 Peter 9 Encl. 1 10 CC Beijing Branch
• Based on relevance theory, the translation of business correspondence should be conducted according to the process shown by the diagram below:
• Business correspondence is of great importance in international trade, since it is highly connected with international business activities.
2 Your Ref: Our Ref: GB201101
• Phoebe: No! But she gave me the box that it came in. It had a picture of the bike on the front. (They are all speechless) So I would sit on it and my step-dad would drag me around the back yard.
Cognitive Effects • Relevance= ————————
Processing Effort
• 2 principles of relevance
•Cognitive principle of relevance •Communicative principle of relevance
• Ross: That is so unfair!
• Phoebe: Not really, I got to drag him around too! (laughter…)
•
―Episod 7 *09 All the Candy
• [2] (Scene: Ross and Rachel are going to invite Mr. Joshua and his wife to have a meal together. They are discussing about the time and place of this meal.)
trademarks
Relevance at syntactic level
• Your prompt attention to this order would be greatly appreciated.
• Translation 1: 你方对这笔订单的迅速关注将 得到极大的感谢。
• Translation 2: 期待你方迅速关注这笔订单。
1 Banks & Webster Inc. 618 Stanley Road, Liverpool, UK
3 WTD Trade Co. 108 West Hengfeng Road Shanghai, China
4 July 28th, 2011 5 Dear Sirs,
6 We have received your fax of May 27 from which we note that you find our offer for handmade bags are on the high side, as the goods of other origin have been offered at a much lower price. While we admit what you said is true, we hold that you should focus on the quality, instead of price only. Even we are sincere in extending market and establishing business relations between us, we still can do nothing about your counter-offer. What we can do is to allow you a 5% reduction in price. If you have experienced the high quality of our products, you are going to agree that our price is very reasonable. As there is only a very low stock here, we suggest you make decision quickly and order in time.
• relevance and humor
Relevance and humor
• Please go through the following humorous conversations from Friends, trying to tell how humor is generated from the perspective of maximal relevance and optimal relevance:
参考文献：王燕. 关联理论与幽默的理解[D]. 广州：广东外语外贸大学，2005.
Leisure time
2015年春晚小品《一定找到你》 http://www.iqiyi.com/v_19rro18m0c.html?vfm=m_144_bdal
Application
• Business correspondence refers to letters exchanged between two parties engaged into business activities, especially international trade.
• Translation 1: 我们不得不通知你们，我们的买家发现你 方价格较高。有消息显示某些印度产品的价格比你方发盘 要低。我们不得不还盘如下：19美元/打，成本加运保费 到纽约，其他条件根据你方5月20日的传真。
• Step 1: Read through the source letter, understand the writer’s cognitive environment completely and find out the optimal relevance carried in it.
• Step 2: Assess the cognitive context of target readers, understand their cognitive environment completely, including their cultural background, processing abilities etc., so that his/her future translation works will be relevant enough to target readers' context.
• [1] (Scene: Phoebe is talking about her poor childhood. She had not got a bicycle, while her neighbor girl got one.)
• Monica: Did the girl ever let you ride it?
• Ross: Oh, see I-I don't know if we're gonna be hungry at three. (lFra Baidu bibliotekughter. . .)
• Rachel: Three people. Joshua is not gonna be there.
•
―Episod 4 *20 Wedding Dress
• Translation 2: 我方已经于利物浦为你方签 署了一项预约的保单，这将确保你方下笔 订单的运输安全。
terms
Relevance at lexical level
• Sempron • Translation 1: 永远 • Translation 2: 闪龙
Chapter 5
Relevance Theory(2)
Contents
1 Revision 2 Relevance and humor 3 Application 4 Assignment
• 3 models of communication
• 语码模式code model, 纯推理模式inferential model, 明示推 理模式ostensive-inferential model
• Step 3: Choose the proper translation style and contents to present the optimal relevance to target readers.
Relevance at lexical level
• We have arranged you an open policy in Liverpool, which can ensure the safe transportation of your next order.
• Ross: So, I got us some reservations for Sunday night, okay? How about, Ernie's…at 9 o'clock?
• Rachel: Yeah, well, you uh, better make it for three.
voice
Relevance at syntactic level
• We have received your e-mail of May 23, 2006. • We acknowledge receipt of your letter of March 16, 2008. • We have read your fax of May 28, 2010. • Thank you for your email dated February 16, 2009. • We are in receipt of your fax dated May 23, 2005.
In brief, the key point of translation is to seek the optimal relevance in source texts, then reconstruct it in translation works.
Accordingly, the translation process should be divided into 3 steps:
• Translation: 我们已经收到贵方xx年x月x日所发的信件 （传真、邮件）。
sentence patterns
Relevance at stylistic level
• We have to inform you that our clients find your price uncompetitive. Information indicates that some products of Indian origin have been offered at a price lower than yours. We have to counteroffer as follows: USDl9 per dozen CIF New York, other terms as per your fax of May 20.
7 Yours faithfully, 8 Peter 9 Encl. 1 10 CC Beijing Branch
• Based on relevance theory, the translation of business correspondence should be conducted according to the process shown by the diagram below:
• Business correspondence is of great importance in international trade, since it is highly connected with international business activities.
2 Your Ref: Our Ref: GB201101
• Phoebe: No! But she gave me the box that it came in. It had a picture of the bike on the front. (They are all speechless) So I would sit on it and my step-dad would drag me around the back yard.
Cognitive Effects • Relevance= ————————
Processing Effort
• 2 principles of relevance
•Cognitive principle of relevance •Communicative principle of relevance
• Ross: That is so unfair!
• Phoebe: Not really, I got to drag him around too! (laughter…)
•
―Episod 7 *09 All the Candy
• [2] (Scene: Ross and Rachel are going to invite Mr. Joshua and his wife to have a meal together. They are discussing about the time and place of this meal.)
trademarks
Relevance at syntactic level
• Your prompt attention to this order would be greatly appreciated.
• Translation 1: 你方对这笔订单的迅速关注将 得到极大的感谢。
• Translation 2: 期待你方迅速关注这笔订单。
1 Banks & Webster Inc. 618 Stanley Road, Liverpool, UK
3 WTD Trade Co. 108 West Hengfeng Road Shanghai, China
4 July 28th, 2011 5 Dear Sirs,
6 We have received your fax of May 27 from which we note that you find our offer for handmade bags are on the high side, as the goods of other origin have been offered at a much lower price. While we admit what you said is true, we hold that you should focus on the quality, instead of price only. Even we are sincere in extending market and establishing business relations between us, we still can do nothing about your counter-offer. What we can do is to allow you a 5% reduction in price. If you have experienced the high quality of our products, you are going to agree that our price is very reasonable. As there is only a very low stock here, we suggest you make decision quickly and order in time.
• relevance and humor
Relevance and humor
• Please go through the following humorous conversations from Friends, trying to tell how humor is generated from the perspective of maximal relevance and optimal relevance:
参考文献：王燕. 关联理论与幽默的理解[D]. 广州：广东外语外贸大学，2005.
Leisure time
2015年春晚小品《一定找到你》 http://www.iqiyi.com/v_19rro18m0c.html?vfm=m_144_bdal
Application
• Business correspondence refers to letters exchanged between two parties engaged into business activities, especially international trade.
• Translation 1: 我们不得不通知你们，我们的买家发现你 方价格较高。有消息显示某些印度产品的价格比你方发盘 要低。我们不得不还盘如下：19美元/打，成本加运保费 到纽约，其他条件根据你方5月20日的传真。
• Step 1: Read through the source letter, understand the writer’s cognitive environment completely and find out the optimal relevance carried in it.
• Step 2: Assess the cognitive context of target readers, understand their cognitive environment completely, including their cultural background, processing abilities etc., so that his/her future translation works will be relevant enough to target readers' context.
• [1] (Scene: Phoebe is talking about her poor childhood. She had not got a bicycle, while her neighbor girl got one.)
• Monica: Did the girl ever let you ride it?
• Ross: Oh, see I-I don't know if we're gonna be hungry at three. (lFra Baidu bibliotekughter. . .)
• Rachel: Three people. Joshua is not gonna be there.
•
―Episod 4 *20 Wedding Dress