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Abstract With the further development of economic globalization, modern advertising has become an integral part of modern business. As a special form of literature, advertisement has rich connotation, not only relating to the linguistic factors, but also involving more factors beyond the linguistics. Therefore, advertising translation is much more complicated. This article explores the factors that should be focused on from different perspectives, based on the adaptation theory, and explains the way that translator used to adapt to these linguistic context and non-linguistic context factors, so as to achieve the purpose of advertisement.61658
Key words: adaptation theory; advertising translation; linguistic context; non-linguistic context.
摘要随着经济全球化的进一步发展，现代广告业已经成为了现代商业中不可分割的一部分。广告语作为一种特殊的文体，内涵丰富，不仅涉及到语言因素，更涉及到更多语言之外的因素，广告翻译则更加复杂,本文以顺应理论为基础，从多个角度探讨了广告翻译需要注意的因素，并举例来说明这些语言语境及非语言的社会，文化，历史因素对广告语翻译的影响以及译者是如何在翻译过程中顺应这些语言语境和非语言语境因素，从而达成广告自身的商业目的。
毕业论文关键词：顺应理论；广告翻译；语言语境；非语言语境
1. Introduction 1
2. Literature Review 2
3. Advertisement Translation under Adaptation Theory 3
3.1 Features of Advertising Translation 3
3.2 Development of Advertising Translation under the Adaptation Theory 4
4. Adaptation to the Linguistic Context 4
4.1 Adaptation to Pronunciations 5
4.2 Adaptation to Words 5
4.3 Adaptation to Syntax 6
4.4 Adaptation to Rhetoric 7
5. Adaptation to Non-linguistic Context 7
5.1 Adaptation to the Social Environment 8
5.2 Adaptation to the Historical Environment 9
5.3 Adaptation to the Consumer’s Backgrounds 10
6. Conclusion 12
Works Cited 14
1. Introduction
With the blooming of economic globalization, modern advertising has become an integral part of modern business. Advertisement is a communication tool which companies use to promote certain products; it is a specific communication method that companies pay a certain fee to make their products well-known to the public. The excellent advertising language, not only can show the advantages of their products and stimulate the purchase in order to brings benefits to the company, and also has resonance in consumer groups and leaves a deep impression to consumers, even though, it will become a classic advertising language across time and space.
As a kind of cross-cultural activity, advertising translation plays an important role in opening the foreign market. After long time of development, advertising language has become an independent language form which has its own features and functions, and it is the reason why advertising translation is unique, that is to say, while translating, translators must take the characteristics and charm of advertisement as well as translation principles into account, in order to achieve the ultimate commercial purpose of the advertisement. Advertisement has rich connotation, not only relates to the linguistic factors, but also involves more factors beyond linguistics, therefore, advertising translation is much more complicated, translators must take the different cultural and social factors between the original language and the target language into consideration. Different habits of language, social culture, religious beliefs and other factors will lead to various problems in advertising translation, however the importance of advertising has not arose enough attention, so how to make the advertising translation to show its original features, it is a question worthy to be discussed.