顺应理论视角下公益广告翻译中的语用失误分析随着社会的发展，公益广告作为现代文化中的重要组成部分在人们生活中起着越来越重要的作用。此现象已引起人们的广泛关注，然而从语用学角度对公益广告的翻译研究被人们所忽视，所以本论文正是用语用学的分析方法对公益广告做综合研究。公益广告的目的是鼓励和引导大众做出对社会有益的行为以及唤起人们关心社会生活的意识，所以它的语言使用需要鲜明并且引人注目。本文认为，这一创作过程就是不断做出语言选择的复杂过程。本研究以耶夫•维索尔伦的顺应理论为基础，分析及讨论公益广告翻译中的语用失误问题。 关键词:公益广告；翻译；顺应理论；语用失误 Abstract With the development of society, public service PSA, as a major component of the modern culture, plays a more and more important part in people's life. While much attention has been paid to the phenomenon and some researches have been made on the linguistic aspects of PSA, the study on translation of public service PSA has been neglected by many scholars from a pragmatic perspective. This thesis is going to make a comprehensive research on the translation of public service PSA with the pragmatic analysis from a perspective of adaptation theory. The function of public service PSA is to encourage and guide people to do beneficial behaviors and to arouse people's consciousness to concern social affairs. So its language use must be vivid and eye-catching, and hence a complex process of making relevant choices constantly. The study is based on Jef Verschueren's adaptation theory to analyze and discuss the process of pragmatic failure in the development of public service PSA translation. Key Words: public service PSA translation adaptation theory pragmatic failure
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