On The Chinese-English Translation Of Tenfu’s Publicity Materials From The Perspective Of Rhetorical Persuasion

The globalization is speeding up and international trade is becoming more and more frequent in today’s society.The enterprise publicity is closely related to its development.Thanks to the advanced Internet technology,the enterprise publicity is becoming international.With the rapid development of China’s economy in recent years,Chinese companies have drawn extensive attention from the international community.Thus,the enterprise’s international publicity translation plays a very important role.Although the enterprise’s international publicity translation has been improved recent years,the western audiences still do not understand and accept it.In the face of this situation,we should rely on ourselves and seek the solutions and strategies to improve the publicity translation.Therefore,western rhetorical theories on persuasion can provide us with an effective guide in enterprise’s international publicity translation.The development of western rhetoric has a long history,with effective persuasion as its core idea.Aristotle first proposed the classic three modes of persuasion in Rhetoric-ethos,pathos and logos.On the basis of Aristotle’s three modes of persuasion,Kenneth Burke,Kenneth Burke,Lloyd Bitzer put forward Identification,Audience and Rhetorical Situation respectively.Based on western rhetorical theories on persuasion,the thesis takes Chinese-English translation of Tenfu’s publicity materials for example,analyses the features of Chinese enterprise’s publicity text and sums up some modes for Chinese enterprise’s international publicity translation.The translator should stress translation with rhetoric consciousness,take target audience into account,apply reasonable modes of persuasion,consider typical rhetorical situation and make identification to improve the quality of translation in a new perspective.This paper explores the significance and application of rhetorical persuasion strategy in Chinese enterprise’s international publicity translation.