企业外宣翻译中的修辞劝说策略

On the Persuasive Strategies in Enterprise Publicity C-E Translation

企业外宣翻译是企业向外国受众宣传自身的一项交际活动。从西方修辞学的角度看,它也可被看作修辞劝说活动。为更好地宣传企业及其服务或产品,在翻译时,译者应具备修辞意识,合理借鉴和运用西方修辞学的劝说策略,努力尝试获得受众"认同"。

From the perspective of western rhetoric, enterprise publicity C-E translation is a kind of persuasive activity. To promote the enterprise and its services and to gain the best persuasive effects, translators should have rhetorical consciousness and properly apply western rhetorical persuasive strategies so as to establish “identification” with audience.