THE PSYCHOLOGICAL ANALYSIS OF READERS IN ADVERTISEMENT TRANSIATION

@inproceedings{Jing2005THEPA,
  title={THE PSYCHOLOGICAL ANALYSIS OF READERS IN ADVERTISEMENT TRANSIATION},
  author={Liu Jing},
  year={2005}
}
The success of advertising depends on the understanding of the readers' psychology.The author,after introducing the function of advertisement,analyzes the psychological factors, including mentality of their needs,mentality of reading and their aesthetic orientation. In the process of translating,the translator should,with the psychological differences of TL and SL readers in mind, under the guidance of "functional equivalence",use the translation strategies such as adaptation and rewriting to… CONTINUE READING

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