【正文】 is or that theoretical or methodological perspective, and translation study finds itself in endless and heated debates over reflections and ideas (say, free vs. literal translation, alienation vs. adaptation, and foreignization vs. domestication).Adaptation theory offers a new insight into the study of ads translation. According to Verschueren, choices are made in order to perform a municative act successfully. So it follows that the utterer has strong intentionality during his municative decisionmaking. The same applies to ads translation. When translators make the balance effort ,what they strive for is a right Target text pattern that would satisfy both the intention of advertisers /sponsors (the Source text end )and the expectation of the target audience (the target text end ). For example: “動感亞洲, 感動世界”（the slogan of Guangzhou bidding for the host of 2010 Asian Games ）Its English equivalent to be “Invigorate Asia ,Spark the world ”.Why so?Why not other versions, say, “Moving Asia, Moving the World”? What factors have e in during the process of configuration into such a form? For all these questions, Adaptation Theory is claimed to be strongly explanatory. Meanwhile, for translation study at large, this theory’s involvement, to a large extent, makes some aforementioned controversies e to ceasefire, in that each reflection and idea has its own intended purpose.Besides theoretical implication, the study is believed to obtain some practical implication. Contacts with foreign cultures have bee more frequent due to increasingly close economic and international relations, confirmed by the expansion of markets beyond geopolitical borders .It requires panies to mercialize the same products and services in different cultural environments simultaneously. Hence, besides individual translators, this study offers insights for those translators working for panies that seek to operate a coherent production and marketing strategy on a global basis. This thesis is also of great service to china’s outside –oriented panies or enterprises, in that it can help avoid existing blunders of the kind which abound in their advertising materials.In a word, just as Adab (2004:161) tells us, “As translation scholars, we want to understand this (the process of translating advertisements) as part of our understanding of the discipline (study on advertising translation), as translators, we need to understand”. Framework of the Thesis The thesis is posed of five chapters.Chapter one is a general introduction of the research, offering the general context for advertisement translation, research motivation and its significance.Chapter two offers a theoretical framework of ads translation from adaptation theory proposed by Jef Verschueren .Based on elaboration on three key notions and four aspects, it is claimed that Adaptation Theory is very explanatory for the research on ads translation.Chapter three begins with the definition and functions of advertising as well as a brief introduction of the distinctive features of Ads language .Then it expounds on the culture factor in the crosscultural ads translation and gives some examples about the pragmatic failure in ads translation.Chapter four provides a detailed analysis of adaptation in ads translation. The process of adaptation takes place in linguistic and municative context (physical world, social world and culture).Chapter five is mainly a summary of the research findings, the implication of the present study and some suggestions for the future research.Chapter 2 The Adaptation Theory and Its Application to Translation In his new book Understanding Pragmatics, Verschueren advances adaptation theory. This chapter is to explain the major ponents of adaptation theory and explore its enlightenment on translation. Verschueren39。s Adaptation TheoryVerschueren understands and elucidates pragmatics from a totally new point of view. In his new book Understanding Pragmatics, he advances adaptation theory. In his words, pragmatics is “the study of language use” . “the study of linguistic phenomena from the point of view of their usage properties and processes.” He goes on to specify pragmatics as “a general cognitive, social, and cultural perspective on linguistic phenomena in relation to their usage in forms of behavior”. And language use, from the pragmatic point of view, “is the process of continuous making of choices, which refers to adaptation in regard to context and linguistic structure in a dynamic way at various levels of salience.”(何自然, 20002:32)To understand the notion better, it is imperative to elucidate several key notions here: making linguistic choices, three features of language, and four angles of investigating language use, which is devoted to lay groundwork for the implication of the theory on ads translation. Key Notions of Adaptation Theory Making Choices To answer the question of “what people do when using language?” or “what happens to people when using language?”, Verschueren holds that using language must consist of the continuous making of linguistic choices, consciously or unconsciously, for languageinternal (. structural) and/ or languageexternal reasons. These choices can be placed at any level of linguistic form: phonological, morphological, syntactic, lexical and semantic. To be more specific, the seven postulates of making linguistic choices summed up by Verschueren are as follows:Firstly, choices are made at every possible level of structure. (Verschueren, 2000: 56)To begin with, one of roughly 6000 languages has to be chosen, or a mixed form may be chosen, or a new choice can be made with each new word or phrase. Though this observation may also be negligible, the choices in question rarely are. They may have minute effects on interpretation, or grave political consequences. Further, a genre has to be chosen, and sentences have to be constructed for which choices of wor