On Discourse Reconstruction From The Perspective Of Adaptation Theory

Adaptation theory is put forward by Verschueren, which regards the process of language use as making choices according to different communication purposes and communicative objects. People can study translation from the perspective of adaptation theory because translation can be seen as a special language communication way. In order to expand international market, more and more enterprises seeks "Going global" to improve brand’s popularity and expand international markets. As translation plays a crucial and fundamental role in the process of "going global", the translation for company publicity must be greatly emphasized. The author of this paper translates Introduction to CMEC Expo and Introduction to Haitian Soy Sauce Company and then finds out the problems in the process of translation. This paper combines adaptation theory with discourse construction in a creative way to analyze translation materials for company publicity. The first chapter of this paper is a brief introduction to the research background, adaptation theory and translation materials. The second chapter focuses on adaptation theory’s literature review at home and abroad. For the third part, this paper mainly talks about the adaptation theory, including its three features, four angles as well as its application in translation. The forth part aims to find out the problems in the process of translation and tries to analyze the discourse reconstruction in company translation from the perspective of adaptation theory based on the translation of Introduction to CMEC Expo and Introduction to Haitian Soy Sauce Company. Finally this paper draws a conclusion that in order to realize a good result in target society, translation for corporate publicity must confirm to the target readers’ language use, cultural background, social traditions etc.