Abstract： The theory of adaptation is now being widely used in translation,especially that of commercials.Commercials can be divided into commodity advertising,service advertising and industry advertising according to their different contents.Different type of commercials possesses different vocabulary,syntactic and rhetoric features as well as commercial purposes.As one kind of cross-cultural communication,translation of commercials involves in many factors such as regional cultures,consumer psychology,aesthetic judgment and appreciation of value.So the translator should take these factors into full consideration to make the target text adapt to the target consumers to the largest extent.
2007, Vol. 38 
