Abstract: Translators play an important role in advertising translation. Their translational action involves language choices. From Verschueren's Adaptation Theory, advertising translators have both subjectivity and passiveness. The thesis probes into the subjective initiation and passiveness of translator's subjectivity in advertising translation from the perspective of contextual adaptation. It points out that both mental world and social world restrict translator's language choices and translation strategies, and translation process also reflects translator's dynamic adaptation to language and culture. Contextual adaptation manifests translator's subjectivity exactly.