In the paper, the author adopts the adaptation theory put forward by Jef Verschueren.  Verschueren holds that "the general concern for the study of linguistic pragmatics is to understand the meaningful function of language as a dynamic process operating on context-structure relationships at various levels of salience” (Verschueren, 2000: 69). He points out that language use is a process of making continuous choices. As a matter of fact, advertisement translation is also a process of successive selection and adaptation. The choice-making involves the selection of the text to be translated and advertisement translation methods. Accordingly, advertisement translation benefits a lot from the adaptation theory. What’s more, Verschueren’s adaptation theory can also be beneficial for illustrating lots of translation phenomena. It can enhance the understanding of advertisement translation to stimulate consumer’s purchasing power. As a kind of communication activity, translation is essential in the process of cross-cultural communication. As a type of translation, advertisement translation can make the language perform dynamic adaptation to achieve the purpose of advertisement translation.