【正文】 tional equivalence theory, skopes theory, intertextuality theory, memetics, cultural differences and achieved very good results,enriched the trademark translation’s method. In order to try something new in the theoretical system of the translation of food trademarks, this paper attempted to study the translation of food trademarks from the perspective of adaption theory. When exploring the trademark translation, the translator should know how to adapt to the target language characteristics, product characteristics, and their unique physical world and the psychological demand. With detailed analysis, this paper would be acplished better by the translation of food trademarks from adaptation 2 theory. In a word, I will introduce something about the adaptation theory and food trademarks. What’s more, we will discuss the existing problems translation of food trademarks and learn how to translate food trademarks from adaption. 1. Adaptation Theory The Definition With the development of translation theory research, pragmatics has been applied more and more. The secretarygeneral of International Pragmatics Association Jef Verschueren mentioned the influential theory of adaptation in his book Understanding Pragmatics, to understand and interpret the pragmatics from a new perspective. He considered that the use of language is a process of language selection in different situations, whether the language users take the internal reasons or external reasons in the language, with or without consciousness. Language users are able to make various adequate choices in the process of using language, because language has three characteristics: variability, negotiability and adaptability. [4]P(32) Among them, the theory of adaptation is the core of the pragmatics theory of Verschueren. From the adaptation of language use, as the speaker and addressee constantly making choices. And his adaptation theory covers many areas, such as social、 cultural、 cognitive and so on. According to Versehueren, the use of language in the final analysis is a continuous process of language choice, regardless of this choice is conscious or unconscious, too, whether for reasons of language internal and external [5]P(25). That is the process of using language is the process of selecting language, and the process of selecting language is the process of adapting language. Adaptation theory emphasized the process of language munication is constantly the language selection process, every aspect of these choices can occur in the language of the anization, including phoics and morphology and syntax and semantics. To put it more explicitly, chooses are made in a certain sense of linguistic structure, both in producing and in rendering utterances. The choice making not only leaned on the linguistic forms but also on the strategies for attaining the munication purpose. What’s more, the selection of language and the adaptation of language are inseparable, the choice of language is the means, and the language adaptation is the purpose and results, they are the relationship of dialectical unity. Linguistic adaptability refers to the language enables its users from the alternative projects, flexible, and ultimately achieving ideal municative purpose. Therefore, in order to ensure the target text and make the audience language municative activities carried out smoothly, while ensuring the consistency of the translation and the original trademarks 3 effectiveness, trademark translation should adapt to the psychological motivation, the material world and the cultural element. Adaptation Theory should be focused on the three main features and four angles of investigation which are the theoretical framework of the thesis. Three Features In line accordance with Jef Verschueren39。s municative intention. 2. Food Trademarks The Definition There is example for the Trademark about Law of the People39。also buy wine Wahaha. The function words have the specific substantive, which changed the grammatical role, most of them have lost their original features. The Naming Principle According to the characteristics of food trademark and predecessors survey, we believed that through the food standard naming and we need to abide by the following three principles: Accuracy 7 Although it is a special form of language, it also plays a unique role in munication. When we naming for food, it is necessary to pay attention to the clear expressions for naming food. Accurate requirements in the choice of words, it must be cared about not to overuse the exaggerate word, also not to misuse the exchangeable word. Some food trademark deliberately exaggerates the food efficiency, produce a false impression to the consumer. This is not responsible for the food to the enterprise, but also produce a misleading to the consumers. The Sense of Beauty Good trademark just as a piece of art to make people an appreciation and play, it can give the enjoyment of beauty. Food trademark also has pursuit to the best pronunciation and it brings the aesthetic feeling of music. When selection the syllable of food trademark, it may be multiple selection of duality intonation or three syllable words and phrases. And then food trademark is to attract consumer’s attention, it will be more in the novelties. Application novel and unique language, produced blockbuster effect, so that consumers have a strongest interests in food. So the trademarks must conform to the consumer’s psychological and characteristics. If food trademark can be closed to the people’s life, it is no doubt that can make the consumer to purchase. This trademark showed the warmth card, contagious, closer to the consumers and close the distance between them, make consumer to trust and have a sense of security. The Function