修辞劝说视域下企业网站英译规范化探索研究

A Study on the Standardization of English Translation of Enterprise Websites from the Perspective of Rhetorical Persuasion

企业网站是企业搭建平台培育品牌的重要方式,在营销品牌和塑造口碑效应方面能够发挥重要的宣传推广作用。本文基于修辞劝说视角,重新审视企业网站英译的本质及目的,并在此基础上,探讨企业网站英译规范化研究中,引入修辞学视角的理论依据及重要性。结合企业网站资料平行文本和语料库语料中西修辞对比,在修辞学的视角下探讨企业网站英译的原则及翻译策略问题。本文能够为进一步提升我国企业网站外宣翻译的质量提供参考,从而不断深化和拓展外宣翻译的实践和理论研究,并增强企业的竞争力,促进产业转型升级提供智力支持,助力企业向高端化智能化特色化发展。

Enterprise website is an important way for enterprises to build a platform to cultivate brand,which can play an important role in promoting the marketing of brand and shaping the effect of public praise.Based on the rhetorical persuasion,this paper re-examines the essence and purpose of English-translation of enterprise websites,and discusses the theoretical basis on introducing the rhetorical perspective and its importance in the research of English-translation standardization of enterprise websites.Based on the comparison between Chinese and Western Rhetoric in parallel texts and corpus,this paper discusses the principles and translation strategies of English translation of enterprise websites from the perspective of rhetoric.This paper can provide reference for further improving the quality of Chinese enterprise websites’publicity translation,thus continually deepening and expanding the practice and theoretical research in publicity translation,and strengthening the competitiveness of enterprises,to promote industrial transformation and upgrading,to provide intellectual support,and to help enterprises to high-end intelligent characteristics of the development.