On Translation Of Metaphors In Foreign-oriented Publicity Writings From The Perspective Of "New Rhetoric"

Emerging after 1930s in Europe and the US,"New Rhetoric" becomes popularized in 1960s,which advocates that languages are "symbolic actions" and all meaningful discourses of human beings are rhetorical.Through the symbolic power of language,human can form other human agents' attitudes,induce them to take actions or identify with them.Wherever there is persuasion,there is rhetoric.And wherever there is "meaning",there is "persuasion".In international communication,foreign-oriented publicity writings have played significant roles,such as conveying information and building a positive image of China.Thus,whether they are well translated or not directly affects foreign audiences'understanding and impression of China.There are a lot of metaphors in these writings,whose translation quality will undoubtedly influences the whole publicity effect.Therefore,the translation of metaphors in foreign-oriented publicity writings is important and worth studying.Within the framework of "New Rhetoric",metaphor in foreign-oriented publicity writings is not just a figure of speech or a mode of thought.It is also a rhetorical discourse that has its symbolic power to form audiences' attitudes and induce their cooperation.Through the symbolic power of language,they can effectively evoke audiences' emotions and identify with them.During the translation,bringing the symbolic power and persuasive effect of metaphors into full play will more effectively evoke audiences' emotion,helping foreign-oriented publicity writings influence and persuade audiences.This study firstly introduces "New Rhetoric" and its key notions,and then reviews researches on metaphors and translations of foreign-oriented publicity writings.Cases will be listed to justify that metaphors are rhetorical discourses widely applied in foreign-oriented publicity writings.Then,the thesis compares Chinese and English metaphors as rhetorical discourses and concludes that they are all widely applied in cultures,basing on human-experience and having similar general rhetorical functions.However,Chinese and English metaphors also differ in many aspects such as different audiences,different symbolic power with the same vehicle and different application scopes and frequencies.Based on these similarities and differences between Chinese and English metaphors,the thesis proposes that during the translation of metaphors in foreign-oriented publicity writings,except for correctly delivering information,the translator should overcome rhetorical constraints,adapt the form and content of message to audiences and situation,and use expressions familiar to audiences,so as to effectively influence audiences,change their attitudes and induce their actions.This is also the principle that translators should follow when they translate metaphors.Accordingly,the thesis suggests four translation strategies,namely,using parallel expressions,compensation,paraphrasis and deletion.This study is of profound theoretical and practical significance.First of all,it reveals metaphors' great symbolic power and persuasive effect as rhetorical discourses,which enriches and deepens the study of metaphors in foreign-oriented publicity writings.Besides,the "New Rhetoric" perspective adopted in this thesis provides another favorable angle for researchers in the same area.Furthermore,translation principles and strategies put forward in the thesis are helpful for translation practices of metaphors and make contributions to the improvement of translation of metaphors and foreign-oriented publicity writings as a whole.