外宣翻译中“认同”的建立

Identification as a Principle in Translating Materials for International Publicity

肯尼斯·伯克的"认同"说是西方修辞学中的一个重要观点。它强调说服的成功取决于受众对说服者言谈方式的认同。对外宣传翻译,作为面对西方受众的跨语言、跨文化的交际活动,是否能实现其预期目的,在很大程度上取决于宣传内容和手段是否为西方受众认同。文章将"认同"说引入外宣翻译的探讨,围绕建立"认同"的必要性、基础及如何建立,从理论和实例两方面说明外宣翻译中"认同"的建立,是实现对外宣传目的、获得最终理解认同的有效保证。

A key concept in westem rhetoric,K.Burke's notion of'identification'stipulates that the success of persuasion depends on causing the audience to identify itself with the speaker,both in what he says and how he says it.The C-E translation of materials for international publicity,which is a cross-language and cross-cultural act of communication with western receptors as the target audience,also has to uphold the principle of identification in order to achieve its intended purpose.Applying Burke's insights to this special genre of translation,the paper discusses the necessity,the prerequisites and the methods for invoking a sense of sameness in the targeted international audience.