This study is framed within a competence-oriented model which provides the target text (TT) receiver with communicative clues. These clues allow inference to be optimally captured. Hence, this approach looks at translation as an example of communication mainly based on the cost and effect model of inferencing and interpretations. Strategies adopted in this paper are determined by context-specific consideration of relevance, with special reference to cultural aspects. Applied to translation, one of the most appropriate strategies is to re-produce the cognitive effect intended by the source text (ST) communicator with the lowest possible effort on the part of the TT receiver. This study concludes that when there is a lack of isomorphism or symmetry between the cultural contents of the two languages, the translator will have to opt for content-cognitive effect or cultural transplantation. The translator would have to assess the relevance of content and form in a specific context in order to achieve the same effect in the TT. It has been emphasized, however, that translation as a special instance of human communication leads to the conclusion that various methods may be justified in their own right, if we take into consideration the differences in the text-types, the intention of the author, readership, and the purpose of translation. In a nutshell, however, translation remains a craft which requires not just training and skill but also continually renewed linguistic and non-linguistic knowledge, considerable imagination as well as intelligence and common sense, and most of all talent
Keywords: Cultural Effect, Relevance, communication, translation
