The discussion will be focused on Adaptation Theory and strategies of advertisement translation。 In the light of Jef Verschueren’s Adaptation Theory, the author will work to come up with some useful ways of advertising translation。 In chapter two, the property of advertisement will be discussed and the translation of advertising will be analyzed。 Then the author will try to find out the characteristics of advertisements with the help of adequate examples。 In chapter three, a brief introduction of Adaptation Theory will be presented。 The factors affecting translation will also be discussed。 Adaptation Theory will be applied in advertising translation in chapter four。 Chapter five will be given to a discussion on the ways of adverting translation and the translation principles of advertising English。 The thesis will be brought to a conclusion in chapter six that restates the point of view of the author。
2 Advertisement and Its Translation
Advertisement is a special type of transaction of information, which contains all of the products。 This determines the advertisement language to have its own features。 Also, in order to promote the products not only in local market, but in other countries, its translation seems to be important。
2。1 Properties of Advertisement
The American Marketing Association (AMA) defines advertising as "non-private" communication, usually through various media, to promote products, services, or ideas, and is usually persuasive。" Today, with the development of science and technology and the persity of mass media, advertisements are everywhere in our daily life。 However, no matter what the advertisement promotion strategies, language is always the main carrier of information, as Vestager and Schroder said, "the advertisement of a variety of forms, but in most languages, language is very important。" Advertising language is a style of direct influence and quick persuasion。 The purpose of advertising is to convince you of the merits of a particular product or service so that you can come up with a penny。 （Hicky,2001)
According to the definition of advertisement, most advertising should have the following contents: advertisers; a certain amount of money paid; Advertising Information; Advertising Media; Non-personnel。
These are the features and basic elements that each advertisement has。
2。2 Characteristics of Advertisement Language
Advertising language mainly refers to the language used in advertising activities。 It is the product of advertising activities and language。 In advertising writing, it is closely related to writing skills, advertising strategies, creativity and consumer psychology。 Therefore, different features can be seen from different angles。 Its basic characteristics from the nature of advertising, which is decided by the purpose of selling "exaggeration", "Persuasion" and "commitment"。 It is these three points that distinguish advertising language from other languages。 (George,2004)
2。3 Advertisement Translation来*自-优=尔,论:文+网www.youerw.com
Advertising as a public information exchange activities, through the media to introduce products, services or ideas, becomes the magic weapon of success in the business community。 At the same time, advertising is the product of culture。 Its content not only shows the characteristics of the product itself, but also shows a special culture。 It exists in all aspects of human economic life, and permeates the human emotional life, moral life and political life; not only to a certain extent about people's consumption concept and behavior, and to a certain extent affect people's social values。
Semantic equivalence is the most fundamental and important equivalence in commercial translation equivalence。 It starts from lexical equivalence until the full text is equal, and runs through the whole process of translation。 The smallest unit can achieve semantic equivalence。 It may be words, phrases, phrases, sentences, or chapters。 It is called a translation unit。 The primary task of translation is to determine the meaning of each translation unit in a particular context, and to achieve the semantic equivalence of the translation unit。 This requires careful and detailed analysis of it between the other language units。 语用顺应论视角下的汉英广告翻译(3):http://www.youerw.com/yingyu/lunwen_83452.html