Translation Strategies Of Enterprise Publicity Material From The Perspective Of Linguistic Adaptation Theory

Enterprise publicity material,a kind of publicity materials,has become an indispensable part in all sorts of business activities.Enterprise publicity material mainly aims to promote the enterprise's image,which decides the language to be distinct from other discourses,thus becoming one of the most interesting items studied by many linguists and researchers.According to their researches,enterprise publicity material not only transmits enterprise information to the audience,but also implies the process of linguistic adaptation between the lines.The idea of “adaptation” originated from the evolutionary theory,and then went into pragmatic studies as a kind of perspective,further developed into linguistic adaptation.The linguistic adaptation theory,first put forward by Jef Verschueren(the famous linguist and Secretary General of the International Pragmatics Association in Belgium)in the mid-1980 s,is a valuable theory in pragmatics.Having experienced 10 years of development and improvement,it was finally written in the book Understanding Pragmatics,published in 1999.Guided by linguistic adaptation,this practice report intends to use language variability,negotiability and adaptability.Based on contextual adaptation,language construction adaptation and dynamic process of adaptation,the report is combined with the translation practice(including the Chinese-to-English and English-to-Chinese translation practice).To explore the application and significance of linguistic adaptation in enterprise publicity material,the author tries in an attempt to find a new way to translating materials regarding enterprise publicity material.