On The Devation Of Cooperative Principle In Advertisement Translation From The Perspective Of Linguistic Adaptation Theory

Global economic integration has largely promoted various countries' economic growth.With the rapid development of international trade,more and more domestic products have entered the overseas market.And advertising has become a magic weapon to promote goods and increase popularity.Advertisement translation has also become a major research hotspot.As an important method to merchandise products,advertising can be regarded as a special means of communication as well.With its own language features and functions,advertising is very persuasive.Based on previous studies and everyday observation,this thesis finds that advertising translation does not always observe Cooperative Principle,and Cooperative Principle itself can't explain such non-observance.In light of this phenomenon,this thesis takes such deviation of Cooperative Principle in advertisement translation as its research object,and intends to conduct a systematical analysis from the perspective of Adaptation Theory.Through detail analyses on 31 advertisements and their translation versions,this thesis finds that the process of advertising translation can actually be regarded as a continuous process of language selection and adaptation.In the process of advertising translation,advertising translators continuously make different choices in languages forms and strategies.In some cases,translators choose not to observe Cooperative Principle so as to adapt to the context of advertising communication and realize communicative purposes,thus arousing consumers' interest and promoting products.In theory,this thesis combines Adaptation Theory and Cooperative Principle to study advertising translation,which deepens the analysis of advertising translation in pragmatics.In practice,it is hoped that this thesis would be of use to the advertising industry when advertises design advertising slogans.Translation is a cross-linguistic communication as well as a cross-cultural communication.Hence,during the process of translation,advertising language translators should make dynamic adaptation to realize communicative purposes,thus attracting consumers and promoting the sales of products.