An Adaptation-Theoretical Approach To Advertising Translation

In this thesis, adaptation theory, proposed by Verschueren, is applied to analyze itsguiding significance in advertising translation. The thesis is a qualitative study oftwenty-two samples from books, newspapers, magazines and online resources. Greatemphasis has been placed on analyzing how target texts have been adapted to consumers’mental world, social world and intra-linguistic features of target language in the processof advertising translation.Adaptation theory, a pragmatic theory, states that the process of humancommunication is actually the process of making choices, during which contexts areconstantly changing. Accordingly, language users have to adjust to changing contexts.The making of choices is also involved in the process of advertising translation, whichshould also adapt to different contexts. Therefore, translators have to make adjustmentsto the different contexts.According to adaptation theory, the changing contexts include the social world,the mental world, the physical world and the intra-linguistic structures. This thesisfocuses on analyzing advertising translation through adaptation to the social, mentalworlds and at the lexical, syntactic and rhetorical levels. Most of the data collected arefollowed by two translations, so as to make a comparative study. Besides, based on theanalyses, this thesis also offers a translation model from the perspective of adaptationtheory: interpretation of source textsâ†'determining translation purposeâ†'makingchoices of adaptation level choosing translation methodsâ†'generation of target texts.This thesis is significant in the world of advertising translation, as appropriatetranslation of advertisements could assist manufacturers in establishing better images andexpanding market shares. Moreover, the study is expected to bring benefits to teachingand learning. On the one hand, teachers may instill in students a good awareness of theinfluencing elements and apply the adaptation theory to the translation of other types ofapplied writings. On the other hand, students may develop a deeper understanding of theessence of adaptation theory and put theoretical knowledge into practice, so as to better improve and enhance their practical ability of translation.