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Based on the following two points, the author implements an experimental interdisciplinary study by combining theories of gestalt psychology and EAT study, which has seldom been studied in the field before, and consequently can provide some implications on advertising translation. Firstly, translation is inextricably linked with psychology, where cognitive dimension of translation is under consideration. Through the combination of translation and psychology, the translator's psychological course can be better understood, and the Chinese version can be polished. R. T. Bell (1996) once made a systematic study on the psychological process of translation and improved a lot in theoretically mental process of translation. He claims that translator's mental activities creat the product and through which we can help ourselves or others understand it as translators. Secondly, gestalt theories, concerning at the entirety and integrity of things, are in accordance with the advancement of modern translation theories, where discourse and textual analysis are stressed out constantly and therefore are worth foucusing on when intergated with translation.
1.2 Research Significance
As far as we are concerned, there are rarely few researches carried out in the field of EAT viewed from the perspective of gestalt theory. Therefore this study is innovative and origial in the following aspects:
First, it provides a completely new illustration to translation, stressing the internal gestalt-structure so as to distinguish from earlier studies. So it can be concluded that the study gives a new method to analyze the translation of advertising text from psychological angle.
Secondly, gestalt psychology is not originated in human perception that the target readers possess , but also in language which is integrated with the organization and construction of advertising target text. Thus it is a promising way to study EAT from this mental angle. In fact, combinging the gestalt systematical psychology of potential consumers and organizing an advertising gestalt text appropriate for this psychology are significant for a translator to better readjust translated version.
Thirdly, taking into account the limitation of dealing with the target readers and target text, it could be potentially helpful for translators to better realize communicative function.
So here comes the research question: What are the possible translation principles and strategies of advertising target text from the perspective of readers' gestalt psychology? With the study and discussion about the research question, the thesis aims to explore the realtionship between the advertising text and gestalt psychological-based readers. Futhermore, the effective principles will be proposed to guide advertising text's translation.