顺应论视角下的广告翻译

On Advertisement Translation from Adaptation Theory Approach

广告翻译是一种目的性很强的跨文化交际活动,语用顺应论为广告翻译研究提供了新的视角。在广告翻译过程中,要注意对广告受众的语言语境和交际语境的动态顺应,从而实现广告的目的。

The Adaptation Theory provides a new research perspective for advertisement translation. In this article, the author holds that the dynamic adaptation between the structure context and the communicative one should be achieved in order to fulfill the final goals of advertisements.