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With the increasingly rich material life , the product has become an important part of people's lives . Commodity producers hope to sell their products , so , advertising ties and bridges of producers and consumers . Especially economic globalization , the role of advertising becomes more apparent . Therefore, the commercials comparative study in English is very important. Although many scholars have done a lot of research of advertising , however, no study is based on Adaptation Theory commencement of this theory . This paper first describes the use of the language is constantly consciously or unconsciously, to make a choice of language , advertising, as an example of a language , but also continue to select and adapt the process . Perspective of Adaptation Theory , comparative analysis of a large number of British advertising trying to analysis for example , to understand in English advertising is what Pragmatic Strategies and Adaptation Strategy conform to the consumer , and the relationship between language structure and context persons . The so-called language structure adaptation, the author analyzes the British advertising is how to adapt to consumers from the voice , and vocabulary level and syntactic . The so - called Contextual Correlates of Adaptability , from the mental world , the social world and the physical world to analyze , understand Chinese ad and English ads is how to adapt to consumers . Through the use of Adaptation Theory , the authors hope that writes to the Sino - British advertising some inspiration . In the economic globalization today , China To the world , Chinese advertising should also conform to the structure of language and communicative context of the Western . Similarly, the advertising of foreign products to enter the Chinese market , should also conform to the Chinese language and communicative context .
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