A Practice Report On Audience-oriented Subtitle Translation Of Business Advertising Videos-From The Perspective Of Relevance Theory

As mobile communications technologies develop,relevant translations are on the rise.The typical one is subtitle translation of business advertising videos.The success of subtitle translation affects effective communication.Hence the research into this field is therefore necessary for both cross-cultural exchanges and translation practices.In this practice report,methodologies such as case study and textual analysis are used.In addition,the author incorporates Relevance Theory and audience analysis to analyze translation difficulties as well as methods and techniques.The combination of both theories enables audience to achieve the best communicative effects with the minimal processing efforts.The research shows translators should consider subtitle features and use reductive methods to render translation concise and readable.Meanwhile,they should put audience as the priority and choose translation methods and techniques such as addition,paraphrasing,shift of perspective,direct translation and annotation to make audience fully enjoy the videos.It is hoped that this practice report will provide more references for translators to improve their translation performance.Besides,examples,along with methods and techniques will enrich the research on MTI(Master of Translation and Interpreting)teaching,and students are inspired to comprehensively apply multiple translation methods and techniques to handle translation difficulties.