4 The Application of Adaptation Theory to Advertisement Translation 9

4。1 Adaptation to the Consumer’s Mental World 9

4。2 Adaptation to the Consumer’s Psychological Motivation 10

4。3 Adaptation to the Consumer’s Social World 11

4。4 Adaptation to the Unique Cultural Expressions 12

4。5 Adaptation to Linguistic Reality 12

4。6 Adaptation to Associative Meaning 13

5 Strategies of Advertisement Translation Based on Adaptation Theory 14

5。1 Adaptation 14

5。2 Addition 14

5。3 Abridgement 15

5。4 Imitation 15

5。5 Semantic Translation 16

6 Conclusion 18

Bibliography 19

1 Introduction

With the development of economy, advertisement has become one of the most important ways of promotion。 As the globalization proceeds, making advertisements in a foreign country is becoming a must。 But the differences of language and culture make it impossible to apply the same advertisement in several countries。 Under such conditions, the translation of advertisements attracts more and more attention。 Advertising belongs to applied style of writing and its translation is different from literary translation。 Many translators have proposed ways of advertising translation。 Pinchuck (1977) focuses on the surface features in advertisements that are likely to cause difficulties to the translator。 He argues that advertisements aim to impress the reader with inpidualistic language。文献综述

Adaptation is a concept in the theory of biological evolution, which is introduced into pragmatics as a visual angle。 From the perspective of adaptation, the use of language is regarded as a process of making choices between the speaker and the recipient。 Choice is not only linguistic, but strategic。 The selection process is a dynamic process of contextual adaptation and language selection。 In this process, the language user's awareness of the communication process is highlighted by the choice of language。 (Bocee,1982)

Language adaptation theory is the theory of language adaptation, and it is a linguistic theory of Jef Verschueren。 He is a famous linguist in Belgium and a secretary of the international pragmatics association。 In its case, the use of language is the process of the realization of language functions, or the process of language users in accordance with the needs of the context of communication to continue to choose language means to achieve the purpose of communication。 Here, adaptation is embodied in the adaptation of language use and language structure choice。 

Based on this theory, the process of language use is the process provided by users, which gives the internal and external reasons of the language to make the language choice on the different level of consciousness。 Adaptability refers to the language users can choose from different language projects to make flexible choices, to meet the needs of communication。 Jef Verscheren argues that adaptation is a pragmatic and pragmatic interpretation of linguistic phenomena, which provides four 

perspectives: contextual correlates of adaptability, structural adaptation, dynamic adaptation, and the level of consciousness in the adaptation process。 Contextual correlates of adaptability and linguistic structural adaptation define the scope of adaptation, and dynamic adaptation refers to the dynamic characteristics of adaptation。 (Huang zeping, Liu jianwen, 2001)