The theory of relevance treats reasoning as a dynamic feature in communication. When elaborating, people always tend to maximize the effect of the context with minimal endeavor. The combination of contextual effect and the reasoning effort dictate the degree of relevance. Under the same condition, the greater the contextual effect the higher the relevance, whereas the less effort there is in the reasoning process, the more relevant it is.
At times, in order to satisfy advertisers' special needs or to carry out certain practical objectives, it is necessary to significantly modify the context or even the form of an original advertisement before it gets translated. This is the only way for the ultimate presentation to abide by the customary culture of the target audience, to match up with the local linguistic practice, and to increase the relevance between the original and its translated context. As a result, translators often think up creative ways to manipulate or even rewrite the ad copy to meet these requirements.