中文题目：西方修辞学视角下的美国化妆品广告的翻译分析英文题目：OntheE-CTranslationofAdvertisementsofAmericanCosmeticsinLightofWesternRhetoricTheory1.LiteratureReviewTranslationisanimportantbridgeofinformationtransmissionandemotionalcommunicationbetweendifferentlanguagesandcultures.Thecontemporarymainstreamrhetoricis“apracticeofinfluencingpeople’sthoughts,feelings,attitudesandbehaviorsthroughsymbolicmeans”.(LiuYameng,2002:2)Theessenceoftranslationisculturalreadingandinterpreting.Herrick(2001:5)believesthattranslationistoexpressmeaningfulsigns,symbols,soundsandposes,includinglanguagesbasedonthesocialidentification;butinthemodernsociety,translationspecificallymeansrhetoriccommunicativeaction,thatisusingsymbolicresourceseffectively,suchaslanguage...Persuasionandidentificationtheoryarethecoreofclassicwesternrhetorictheoryandmodernrhetorictheoryrespectively.Bothofthethemholdthatrhetoricisusedtoestablishacommongroundbetweentheaudienceandthepersuader,sotheaudiencecanbepersuadedeventually.Thepioneerofthewesternrhetorictheory,Aristotle(2010:11)putsforwardtheclassicdefinitionofrhetoricwhichisafacultyofconsideringallthepossiblemeansofpersuasiononeverysubject.PersuasionisthekeyofAristotle’srhetoric,whileidentificationisakeytermforthediscussionofrhetoricinKennethBurke’sARhetoricofMotives.Inthe1950s,KennethBurkestoodoutinthecrowdinthesurgeof“newrhetorictheory”,improvingtherhetorictheoryonthebasisofhispredecessorAristotle’stheoryofcommonground.Besides,Kennethcomesupwiththeidentificationtheory,andrefinesthedefinitionofrhetorictheoryas“alanguageusedbypeopletoexpressattitudeorguideotherpeopletodosomething”(1969:22).Themostimportantpartofhistheoryishispersuasivemechanismwhichconsistsofthreemodesofpersuasion.Inotherwords,ethos,pathosandlogos.Heusesittoevaluatethetraditionalperceptionofrhetoricaspersuasion.Burkesuggeststhatwheneversomeoneattemptstopersuadesomeoneelse,identificationoccurs,becauseforpersuasiontooccur,onepartymust“identity”withanother.Burkebelievesthatconvincingotherstoidentifywiththethought,attitudeandbehaviorofspeakerthatistoachieve“identity”.Hethinksthattheessenceofrhetoricalactivityisthesearchforidentity.Inhisview,peopleseektoachieveidentityinspeechactivitiesconsciouslyorunconsciously.Andutteranceofaspeakerreflectshispositiveornegativeattitudeforanobject.(PengXuan&WenKexue,2004:38)TheconceptofRhetoricartcontributestodifferentunderstandinginChineseandwesterncultures.Chinaboastsalonghistoryinthestudyofrhetorictheory.Thereisastatementof“thesincerityofrhetoric”inthebookofchanges.(XueTingting&WuHui,2017)Inthelongprocessofdevelopment,traditionalrhetoricisdeeplyrootedinChinesecultureandphilosophyeducation.LiuYamengputsforwardanideathattranslationisjustaspecialmodeofrhetoricafterhestudiesthetranslationstandardproposedbyYanFu.(2014:3)Traditionallyspeaking,themajorconceptionofChineserhetoricisdominatedbyChenWangdao’sideaof“language-centeredness”.Althoughtherehavebeendozensofdefinitionsofrhetoric,theyallfocusuponthe“polishingoflanguageuse”withtheaimofachievingthegreatesteffectofexpression,thuslayingemphasisuponthechoiceoffiguresofspeech,luxuriantuseoflanguageandaestheticwaysofexpression.(JuYumei,2011)Withglobalizationofworldeconomy,Englishadvertisinganditstranslationarebecomingincreasinglysignificant.Theresearchonthetranslationofadvertisementscanhelptorealizethecom...
