汉英国际会展外宣平行语篇的修辞特点及其翻译原则

Chinese- English Parallel Texts for International Exhibition Publicity:a Comparison of Rhetoric and Translation Modes

结合平行语篇对比方法对会展宣传册中的汉英外宣平行文本进行分析,着重分析汉英国际会展外宣平行语篇的修辞特点。外宣译文应力求内容的平实性,表达的客观性,诉诸的说服性和叙述的创新性。提出外宣翻译应以外国受众为核心,寻求中西修辞融合,构建"受众-劝说-同一"的外宣翻译模式。

By means of parallel texts comparison,the paper elaborates on the difference embodied in Chinese- English parallel texts for international exhibition publicity. With the case study for both China- ASEAN Expo publicity brochure and Canada Cargo Logistic Expo brochure,the major causes of the difference are analyzed. A rhetorical comparison is conducted between Chinese and English publicity texts from the aspects of publicity content,expression features,appealing methods and narrative patterns. It is suggested Chinese- English publicity translation practice should aim to achieve the simplicity of content,the objectivity of expression,the persuasiveness of appealing and originality of narration. It is also proposed an audience- oriented publicity translation by constructing a new translation mode of ＂audience- persuasion- identification＂.