| The cognitive context is a vitally important concept in pragmatics,which was first proposed by Sperber&Wilson in their co-authored book Relevance: Communication and Cognition.Totally different from the context we are usually familiar with,the cognitive context is a psychological construction and is a subset of the hearer’s assumptions towards the world.Unlike the static traditional context,the cognitive context is in a constantly changing state,and it has humanistic and dynamic features as well as the feature of gestalt.The construction and integration of the cognitive context includes four stages,which respectively are pattern recognition,schema activation,knowledge selection and assumption formation.With the acceleration of economic globalization,ads translation shoulders a much heavier task in transferring proper information to the target audience.In the previous years,scholars often studied ads translation from the perspectives of functional equivalence theory,reader-centered theory,cross-cultural theory etc.,few of them would study ads translation from the perspective of the cognitive context.This thesis is an attempt to study ads translation against the theoretical frame of the cognitive context.After research and analysis,this thesis discovers that ads translation is a dynamic communicative process,and cognitive context does function in various aspects of ads translation.This thesis also mentions that although cognitive context may in some respects constrain ads translation,ads translators should take their subjective initiatives and have cognitive context serve better the practice of ads translation. |
