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.

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。

关键词：顺应理论；广告翻译；语言语境；非语言语境