In this book, literary translation is not dealt with in the conventional sense, i.e. with regard to canonical literature, but rather in the context of counseling literature (often treated as self-help), using as a corpus the English translation of the book The Dream Seller, by Augusto Cury. To do this, the Bakhtinian concept of discursive genre is mobilized, linking it to Gideon Toury's concept of norms. In the case studied, the identification, description and understanding of the translation norms reveal aspects of the functioning of the discursive genre of advice in translation, showing the specificities of the context of arrival in the mobilization of this genre.