Abstracts: This article discusses translation of puns in advertisements based on adaptation in both linguistic context and communicative context (Adaptation to physical world is excluded), which are parts of Verschueren’s Adaptation Theory. Adaptation in linguistic context consists of adaptation in phonology, lexicon and codes and styles, while adaptation in communicative context includes adaptation in consumers’ psychological activity, culture and social norms. As a cross-cultural communication activity, pun translation in advertisements faces difficulties and challenges caused by the differences in culture, language, social environment between the target language and the source language. However, after the analysis of the instances cited in this paper, the author finds that Adaptation can help deal with those difficulties, making the translated version convey the meanings which the original text contains successfully and cater to the tastes and needs of the audience in the target place perfectly.

Key words:  Adaptation; puns in advertisements; translation

CONTENTS

Abstract

摘要

1. Introduction.1

2. Literature Review.1

2.1 Status of Puns in Advertising

2.2 Previous Studies on Pun Translation in Advertisements

3. A Brief Account on Verschueren's Adaptation Approach.2

3.1 Three Features of Language

3.2 Four Aspects of Adaptation

4. Pun Translation in Advertisements Adapted to Context2

4.1 Adapted to Linguistic Context

4.1.1 Adaptation in Phonology

4.1.2 Adaptation in Lexicon

4.1.3 Adaptation in Codes and Styles

4.2 Adapted to Communicative Context        

4.2.1 Adaptation in Psychological Activity

4.2.2 Adaptation in Culture and Social Norms

5. Conclusion10

Bibliography.11

Acknowledgements12