随着经济全球化和世界对外贸易的发展,各国的商品开始走向国际市场,广告的作用十分重要,而广告的翻译更是发挥着不可或缺的作用。本文从顺应论的观点出发,讨论了语境顺应在广告语翻译中的应用及对翻译研究的启示。 With the development of economic globalization and the world’s foreign trade, the commodities of various countries have started to move toward the international market. The role of advertising is very important, and the translation of advertisements is playing an indispensable role. From the point of view of adaptation theory, this paper discusses the application of context adaptation in advertising language translation and its implications for translation studies.