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female audiences and amatory audiences. Sci-Fi films titles should have fantastic and illusory color with some pressure, giving the imaginative room for audience. Cartoon film’ titles should be cute, dramatic, simple-word and new-minded so as to attract both children and grown-up. 3 Contextual Adaptation As discussed above, whether the film title can be appreciated by target audience involves many aspects of human life, such as, politics, economy, history, all of which are included in macroscopic context. So to attract the target audience is to adapt their context. In this chapter, the author introduces the definition and content of contextual adaptation and makes a study of film title translation on this base due to its apparent applicability of this newly developed discipline. According to the contextual adaptation, a new visual angle to analyze target title can be raised. 3.1 The Definition &Content Of Contextual Adaptation The contextual adaptation is in the range of context, which notion is essential to the pragmatic study of language. [3]The context is divided into two portions, which are macroscopic context and microcosmic context. The macroscopic context means social cultural appearance, which involves every aspect of human life. [4]In contrast, the range of microcosmic context is narrow. We consider it as the concrete environment shared by the speaker and hearer. Accurately, the contextual adaptation is in the range of macroscopic context. There is a long history to explore contextual adaptation abroad, which is composed of microcosmic contextual adaptation and macroscopic contextual adaptation. The macroscopic contextual adaptation means the process of language adaptation to specific surrounding, which is analyzed in the aspect of the society and culture. [4]Social surroundings restricts using language, which are the foundation of language development and the most complicated factors in context. The social surroundings include politics, economy, religion, history, etc. Different nations have their own culture due to the specific social surroundings, which differ from that of other nations. Because of the culture relative independence, there is an understanding gap between native and foreign culture. To build a bridge over the gap is an arduous mission for translator. The microcosmic contextual adaptation refers to the use of sentence as what people actually utter in the course of communication. Actually, the macroscopic contextual adaptation is adopted as the theoretical background of this paper. 3.2 Importance Of Contextual Adaptation On Translation Traditionally, people consider translation as “faithfulness”. Translators have laid great emphasis on both source text and target text, on faithfully reproducing the original first in terms of meaning and second in terms of style. [5]Nevertheless, Professor Wu Jun explored the study of medium and considered the translation as “the essence of translation is the transmit of information, that is communication” [6] It calls our attention to the transference of the efforts from the text to the reception of the potential reader. As a new voice out of context, contextual adaptation ushers in fresh air to local translation studies. Translator can become the bridge between different languages under the prerequisite of contextual adaptation. Namely, contextual adaptation is the foundation of culture exchange and understanding. 3.3 Importance Of Contextual Adaptation On Film Title