基于新修辞受众观的译名修辞策略研究

Rhetorical Strategies of Name Translation Based on Audience Concept in New Rhetoric

作为助力中外交流的有力载体,规范的名称翻译是语言文字服务国家发展需求的重要体现。为了在翻译过程中提高译名内容的可信度,必须在新修辞框架内,从译名的修辞本质出发,充分考虑受众认知诉求,精心设计叙事表达话语。实践证明,只有在内容和形式上符合受众预期,才能赢得受众对译名内容的认同,不断提高译文话语的修辞效果和语言文化交流服务能力。

As an important player of international communication,proper name translation is an embodiment of language serving the development of the country. In order to enhance the reliability of name translation,it is necessary to consider audiences＇ cognitive appeals and carefully design the discourse from a New Rhetoric point of view and rhetorical nature of name translation. It is proved that only if audiences＇ expectations are met in terms of content and form of the translation can translators identify with audiences,enhance the rhetorical power of translation and improve the language service capacities in China.