A Study On Gestalt-Based Advertising Text’s Translation

With the sustained and rapid growth of international trade, advertising translation plays a more and more significant role in this purposeful and intercultural activity. Many studies on advertising translation in terms of function have shifted their study focus from the relationship of "ST-Translator-TT" to "Translator-TT-Target Reader" The communicative effectiveness of the TT can be said to be even better than that of the ST. The characteristics and functions of advertising text itself decide that advertising text’s translation is distinct from translations of other genres, and the translation of advertising text is ultimately going to realize the communicative function. Whether the communicative function can be successfully realized is bound up with the construction of advertising target text and the target readers, especially readers’gestalt psychology.Gestalt psychology is a perceptional and organizational psychology. As a general capacity of human being, it is closely linked with language system and organization. Basically speaking, translation is the switching of two language codes and the movement of psychological representations. The thesis will explore the relationship among "Translator-Advertising Target Text (gestalt text)-Target Reader (gestalt psychology" in the first place. Therefore, it is essential to focus our attention on the gestalt texts and to evaluate gestalt texts based on the criterion. The gestalt-based advertising text’s translation requires that translator should take readers’gestalt psychology into full consideration, and adopt both the approaches of "top-down" and "bottom-up" to construct the advertising target text as close as possible to the prototype gestalt text in readers’minds, so that the communicative function of advertising target text can be achieved. We will adopt comparative method in this regard. Built on the analysis and evaluation, the principles and the strategies to construct an advertising gestalt text will be explored.The thesis is a new try to combine gestalt psychology with advertising text’s translation and it attempts to find a way to construct the advertising target text from the perspective of readers’gestalt psychology. In translation practice, the thesis will be able to help the translator make use of the principles to grasp the construction of advertising target text on the whole, and take the concrete strategies to deal with its parts.