Abstract The advertising is a specific advertising theme often to pay way through a variety of media for information products, services or ideas of non-personnel and promotion。 With the deepening of reform and opening up, China's advertising industry has developed rapidly, and the translation of commercial advertisements is becoming increasingly important。 The connotation of language and culture is different, cultural factors should be taken into account, and cultural features and cultural differences of the two local universality, particularity, variability and complexity should be considered in commercial advertisement translation。73762

By comparing lots of Chinese and English advertisements, some features of advertising language will be analyzed。 Hopefully that through the analysis of advertising language features, the translation will be better and look like an advertisement in a different context on the basis of the Pragmatic Adaptation Theory。 The author believes that in the framework of adaptation theory, advertising translation should conform to the dynamic to achieve the ultimate goal which is the purpose of advertising the translation。 And the translation of adaptation to focus more on target readers’ value orientation, language habits and culture has the preset information, in order to win the target readers’ understanding and recognition so that advertising translation is different from the translation and it has more flexibility。 

Key Words: Adaptation theory, advertising translation, translation strategies

摘要广告是由特定的广告主题常以付费的方式通过各种传播媒体对产品、劳务或观念等信息的非人员介绍及推广。随着改革开放的深入，我国的广告业以前所未有的速度迅速发展，商业广告的翻译也显得越来越重要。由于中西方语言文化的内涵不同，在进行商业广告翻译时，必须考虑文化因素，注意本土的文化特征和两地文化差异的广泛性、特殊性、多变性和复杂性。

本文尝试用语用学中的顺应性理论指导广告翻译的观点，本文将从维索尔伦的顺应论出发，探讨顺应论在商业广告翻译中的实际应用，对广告汉英互译中的指导作用及广告汉英互译过程中顺应性翻译的一些要求。作者认为在顺应论的框架内，广告翻译应该是以实现广告的最终目的为宗旨的动态的顺应性翻译，这种顺应性翻译更多地侧重目标读者的价值取向、语言文化习惯和已拥有的预设信息，以赢得目标读者的理解和认同，由此使广告翻译有别于其它文体的翻译，使之具有更大的灵活性。

毕业论文关键词：顺应论，广告翻译，翻译策略

CONTENTS

Acknowledgements。。。…。。…。i

Abstract…ii

摘要…。iii

1 Introduction 1

2 Advertisement and Its Translation 3

2。1 Properties of Advertisement 3

2。2 Characteristics of Advertisement Language 3

2。3 Advertisement Translation 4

2。4 Different Approaches to Advertisement Translation 4

3 Brief Introduction to Adaptation Theory 5

3。1 Background of Adaptation Theory 5

3。2 Development of Adaptation Theory 5

3。3 The General Introduction of Adaptation Theory 6

3。4 The Fundamentals of Adaptation Theory 7

3。5 Enlightenment of Adaptation Theory on Advertisement Translation