A Study Of Advertisement Translation From The Perspective Of Interlingual Interpretive Resemblance

The notion of interpretive resemblance is originally used by Deirdre Wilson and Dan Sperber to describe a relationship between two propositional forms. Gutt made modifications to the notion and applies it to utterances. He argues that two utterances interpretively resemble one another to the extent that they share their explicatures and implicatures. Based on the relevance theory, Gutt accounts translation as interlingual interpretive use.The author investigates the resemblance in translation in terms of explicatures and implicatures. The target and original utterances share their explicatures and implicatures to the largest extent. Advertisement translation is studied from this perspective. Three methods of achieving close resemblance in advertisement translating are discussed: overlap of explicatures and implicatures between the target and original utterances; overlap of the original utterance's implicatures and the target utterance's explicatures; overlap of explicatures between the target and original utterances.