Adaptability Research Of Advertising Translation

With the development of the commodity economy and the progress of the scienceand technology，advertising has become an indispensable part in modern people’s lives.The increasing of the economic globalization progress makes the communication of theeconomic activities among nations more frequently. Therefore, advertising translationplays more and more important role in the daily economic activities. It is a valuableresearch that to make the translated advertising accepted by the audience of the targetlanguage and also make them gain the same psychological experience with the audienceof the source language.This thesis introduces the Adaptation Theory from Verschueren to the research ofthe advertising translation and takes the contextual correlates of adaptability fromAdaptation Theory as the cut-in point. Combined with the concrete examples of theadvertising translation, it concentrates on the adaptability of the audience’s physicalworld、mental world and social world during the process of the advertising translation,so we drawn a conclusion that fully considerating and adapting the advertisingaudience’s physical world、mental world and social world will greatly promote thefunctions of advertising and well achieve the aim of advertising.This thesis also hopes that applying the Pragmatic Adaptation Theory to theadvertising translation can provide a theoretical reference for the advertising translaters;further widen the research perspective of the advertising translation and bring moreimplications to the research of the advertising translation.