西方修辞劝说模式下高校网页的英译策略

Translation Strategies for Chinese University Web Pages from the Perspective of Persuasive Mode of Western Rhetoric

西方修辞学的核心即为"劝说",在修辞过程中受众的地位被凸显,受众的认同感是修辞者追求的目标,修辞者通过逻辑诉诸、人格诉诸和情感诉诸的方式最终达到说服的目的。劝说模式为外宣翻译提供了良好的理论基础,在高校网页英译这一特殊的外宣翻译形式中,译者在跨文化语境中不仅要考虑语言的因素,同时要兼顾受译语读者的接受程度,通过恰当的翻译策略,在表达形式和内容上做出相应的调整,以达到有效沟通的目的。

Persuasion is the key element of the Western rhetoric,in which the status of the target audience has been emphasized and their identification is pursued. Through logos,ethos and pathos,the rhetorician aims to persuade the target audience. The persuasive mode has laid a solid theoretical foundation for the translation of publicity materials,especially the translation of university web pages. In the cross-cultural context,the translator should consider the language differences as well as the acceptability of the target text readers and adjust the form and content through appropriate translation strategies so as to achieve effective communication.