An Adaptive Approach To The Translation Of Operative Texts

The principal objective of this paper is to demonstrate the applicability of an adaptiveapproach to the translation of operative texts, and to suggest specific adaptive techniques.Based on the theory of text typology and translation compensation, the paper analyses arange of case examples of promotional material translation, and draws conclusions asfollows:(1) An adaptive approach is applicable to the translation of operative texts.(2) Specific adaptive techniques can be categorized as (a) linguistic adaptive techniquesincluding diction, restructuring and reorganization, and (b) aesthetic adaptive techniquesincluding transformation of rhetoric and style.(3) Other issues worth noting include:(a) adaptive techniques belong to neither linguisticnor aesthetic ones,(b) tendency towards abuse of adaptive techniques and (c) specificrequirements of clients beyond convention.