On The Translation Of Advertisement From The Perspective Of The Theory Of Adaptation

Advertisement, as a special genre, has its own specific functions and linguistic features which require that the advertisement should not only abide by the general principles of translation but also have its own criteria and features so as to achieve the ultimate purpose of advertisement.Advertisement translation involves not only the language but also many other elements which result from the differences between the source language and target language..Verschueren's adaptation theory can explain and solve a lot of translational phenomena. The thesis holds that language use must consist of the continuously making linguistic choices. Language has three properties: variability, negotiability and adaptability, which are the reasons why people can make linguistic choice in language use. Furthermore, there are four angles should be investigated: contextual correlates of adaptability, structural objects of adaptability, the dynamics of adaptability and the salience of adaptation process. The thesis holds that the translation is also a process of making linguistic choices continuouly. It is a process of making adaptation of source language with regard to context and linguistic structure in a dynamic way.Based on Verschueren's adaptation theory and its great significance to translation study, the thesis explores the various context correlates which influence advertisement translation. Comparing and analyzing the differences between the source language and target language, the thesis advances that in order to fulfill the task of advertisement translation, the translator should adapt to the consumer's mental world, the consumer's social world, the physical world and the linguist reality of the target language. And the author tries to propose the advertisement translation model.