1. Significance and background of the topic.
With China's entry into the World Trade Organization, the external contacts of China enterprises are increasing day by day. If China enterprises want to enter the international market and improve their popularity in the international market, the enterprise profiles on enterprise websites or brochures play a very important role. By reading the publicity materials of enterprises, readers can see that the publicity materials of enterprises include not only the basic information about enterprises, but also the words, syntax and structure of enterprises to promote enterprises and big markets. The translation of publicity materials for Chinese enterprises will involve different language habits, writing styles, cultural factors, social and political factors, psychological factors and aesthetic factors from the target language, which requires the translator to make appropriate adjustments to the original text and reconstruct the text from the content and form, so as to achieve compliance with the communicative intention. According to Rice's text types, there are three types in this paper, namely "informative", "expressive" and "induced". The author believes that corporate publicity translation belongs to both "informative" and "induced" texts, and more emphasis is placed on "induced". Therefore, publicity translation should pay more attention to the communicative function of the text and consider how to make the information conveyed by the translation more convenient.
Verschuem, a Belgian pragmaticist, puts forward the adaptation theory, which regards the process of language use as a process of dynamic selection of language to adapt to different communication purposes and communication objects. Therefore, language use can be studied from the perspective of adaptation theory. As a special way of communication, translation can also be studied from the perspective of adaptation theory. Excellent corporate publicity materials will not only improve the visibility of enterprises, but also bring immeasurable economic benefits to enterprises. Therefore, any enterprise that wants to enter the international market must make great efforts in the translation of its publicity materials. Due to the differences in cultural background, historical origin and living environment between China and the West, in order to gain the recognition of the target language readers and inspire them to put them into action, translators should adapt to the reading habits, aesthetic habits, psychological factors and cultural factors of the target language readers to make formal and content adjustments to the original text, and this adaptation process is also a process of text reconstruction. In this paper, the adaptation theory and discourse reconstruction are combined in a breakthrough way, and the publicity materials of Ximaike Exhibition Company and Haitian Seasoned Food Co., Ltd. and their translation are combined to try to analyze the phenomenon of discourse reconstruction in corporate publicity translation from the perspective of adaptation theory.
2. Summary of papers/research basis.
In p>1987, Verschueren put forward the Adaptation Theory, which aroused great repercussions in the pragmatic field, and soon domestic scholars introduced it to China. Domestic scholars not only study and explore the adaptation theory from the theoretical level, but also apply it to translation theory and practice, foreign language teaching, second language acquisition, cultural communication and other fields. Among these fields, the greatest achievement is the study of translation theory and its application by Adaptation Theory. The introduction of adaptation theory into translation studies in China began at the beginning of the 21st century < P > I hope it can help you.