旅游网站平行文本的受众意识与英译调适——以当代西方修辞学为视角

Audience Consciousness in Tourism Websites and C-E Translation Adjustments from the Perspective of Modern Western Rhetoric

近年来,旅游网站文本及其翻译质量对旅游业的发展越来越重要。作为一种典型的修辞话语,旅游网站文本旨在通过语言象征的手段对受众(即潜在游客)进行说服和影响,使其建立认同并付诸旅游消费。当代西方修辞学认为,修辞话语是通过话语内容、诉求策略、话语建构和美学手段这四个语言象征手段与受众建立认同并实现劝说功能的。英汉旅游网站文本的修辞传统各有千秋,汉语旅游网站文本要实现有效英译,就必须根据英文受众的修辞预期,注重译文话语在英文语境中的合理性、逻辑性以及感染力,用恰当的方式如采取删译、增补、重组、改写、意译等翻译策略对译文进行合理调适。

In recent years,tourism website texts and their translation are increasingly important for tourism industry.As typical rhetoric discourse,tourism website texts aim to persuade and influence the audience(potential tourists)via linguistic symbolism so as to stimulate their identification and eventually turn them into real tourists.According to western rhetoric theories,rhetoric discourse achieves persuasion by means of argument,appeal,arrangement and aesthetics.As the rhetoric traditions of website texts vary greatly between English and Chinese,an effective C-E translation of the tourism website texts can only be achieved by making proper translation adjustments according to the rhetoric expectation of English audience.Thus,proper translation strategies,including omission,amplification,rearrangement,adaptation or free translation,should be adopted with an awareness of linguistic validity,logical order and attractiveness of the translation in English context.