Abstract

Today, with highly developed economy, advertising as a carrier of information, has penetrated into all areas of life. English advertising has developed into an important practical style with its own unique language. In translation, we should adhere to the correct translation standard, fully consider the language features of English advertising, and adopt appropriate translation strategies to demonstrate the unique charm of advertising language. Advertising is an art, but advertisement translation is a science. In order to achieve the ideal translation, it is necessary to analyze and understand the language characteristics and translation criteria of advertising. How can the advertisement translation be vivid and attractive?  Whatever the traditional Chinese translation principles of faithfulness, expressiveness and elegance, or western translation principles of dynamic and functional equivalence or meaning, communicative translation that became popular in the 1980s in the country— fails to guide translators to undertake the work. To this end, the author makes an interpretation and evaluation on the applicability of a series of popular principles of translation, and then puts forward the research on the advertising translation by applying gestalt theory. Different from traditional theory, gestalt theory is viewed from a psychological point to explore the psychological laws of advertising activities. It examines the whole process of advertising activities from the perspective of consumers, and provides scientific basis and theoretical guidance for the translation of English advertisements.   

Keywords: gestalt theory, advertising translation, principles of gestalt theory

Contents

Abstract

摘  要

Chapter 1 Introduction-7

1.1 Research Background-7

1.2 Research Significance-8

1.3 Structure of the Thesis-9

Chapter 2 Literature Review-9

2.1 Gestalt Theory-9

2.1.1 Definition and Development of Gestalt Theory.9

2.1.2 Principles of Gestalt Theory-10

2.2 Gestalt Theory and Translation-12

2.2.1 Gestalt in Language and Translation-13

2.2.2 The Study of Gestalt-based Translation in China-13

2.3 The Features of Advertising Language-14

Chapter 3 Application of Gestalt Theory into EAT-14

3.1 Application of Principle of Proximity-14

3.2 Application of Principle of Closure-15

3.3 Application of Principle of Continuity-16

3.4 Application of Principle of Simplicity-17

Chapter 4 Conclusion-18

References-19