On Translator's Subjectivity In Advertisement Translation From Adaptation-theoretic Approach

In recent years, with the emergence of the new approaches to translation studies, the prominent role that the translator plays in the translation process has become a current heated subject of researchers. Accordingly, the study of the subjectivity of the translator, one branch of the study of the translator, has become critically important and is gaining increasing attention among translation theorists. Under the guidance of the theory of Adaptation, the study probes into the manifestation of translator's subjectivity in the process of advertisement translation through his intentional choice-makings to achieve the inter-adaptation between the linguistic choices on lexical, semantic, syntactic and discoursal level and the communicative context. That is to say, the intentional and dynamic adaptation between the linguistic choices and the communicative context proves the initiative and creativity of translator's subjectivity while such creativity is subject to certain constraints brought by the discrepancies on the social and cultural levels of the two parties of communication.The present study has made a tentative and incentive effort to synthesize linguistics, the study of the translator's subjectivity and advertisement translation practices. It is hoped that the study can somehow guide the translators to make proper choices consciously to better the advertisement translation in the future.