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新修辞视角下的中国商务会议网页文本英译研究

A Study of China’s Business Conference Website Text C-E Translation in a New Rhetoric Approach

作者: 专业:外国语言学及应用语言学 导师:葛志宏 年度:2015 学位:硕士  院校: 南京理工大学

Keywords

New Rhetoric, business conference website, audience, identincation, symbol

        全球化的快速发展极大地促进了中国与其他国家的经济交流与合作,很多大型的国际商务会议及其对应的中英文网站也因此孕育而生,其目的旨在吸引国际企业的关注和参与。然而,这些网站上的英语文章大多是从其中文版本翻译过来的。毋庸置疑,差强人意的翻译文本会严重影响目标读者对整个会议的态度,最终影响商务会议的宣传效果。本文试图从新修辞视角出发,以代表中国商务领域最高水平的“京交会”以及“广交会”的网页文本翻译为研究对象,对商务会议网页文本的翻译进行深度剖析。为此,作者在过去的一年以来一直密切关注两个会议网页的内容更新以及其对应的英语翻译,从中收集了极具代表性的文章,因此材料真实可靠。然后,作者从新修辞的不同角度来考量这些文章的翻译质量。通过分析研究,作者发现,尽管这两个商务会议的级别非常高,但在翻译的过程中仍然会出现一些诸如忽视受众感受,缺乏信度和效度以及由于网页文本特殊性引发的翻译问题。为此,本文首先介绍和总结了商务会议网页文本和新修辞以及其与翻译相关理论切合点的研究历史和现状,在此基础上深入剖析了新修辞研究的几位代表性人物及其主要思想,阐释了新修辞的主要概念和关键词,并最终确定了本篇论文中新修辞的工作定义,提炼出对商务会议网页文本翻译有实践意义的观点和看法。其次,本文着重介绍了商务会议网页的特点,综合比对了商务会议网页文本翻译与其他文本类型翻译的主要区别,最终对商务会议网页文本类型给出了明确的界定,然后结合新修辞的相关理论,并根据自己的调查分析,作者从受众,认同和网页文本特殊性角度剖析了商务会议网页文本翻译中存在的问题及其原因。最后,作者基于上面出现的问题及其成因分析,从培养译者的受众意识,加强对中英修辞差异化的了解及有效利用象征力量建立认同这三个角度对商务会议网页文本的翻译提出建设性的意见,保证译文能够传达受众需要的信息,从而产生高质量的翻译文本,最终达到真正的宣传目的。
    The rapid development of globalization has largely promoted the international exchanges in the field of economy. An increasing number of countries are making efforts to enhance the exchange and cooperation with others in order to catch up with the pace of economic globalization, which undoubtedly results in the sudden emergence of many large-sized international business conferences. Organizers of these conferences will launch the associated English websites to attract foreign exhibitors to participate in the conferences, which are mainly designed to attract the potential international enterprises’ attentions. In China, it is well known that the English articles on these websites are almost translated from its Chinese version directly. Needless to say, the quality of the translation is unsatisfactory which will inevitably arouse the audience’s negative attitude.This thesis tries to make an attempt to a relatively deep analysis of the problems and errors as well as their corresponding solutions of the business conference website text translation from the perspective of New Rhetoric by the case study of the website translation of China Beijing International Fair for Trade in Services and China Import and Export Fair. Over the past one year, the author has been closely following the latest news and articles of the two websites and its corresponding English translation edition. It is ensured that the samples collected are authentic with highly significance. The thesis will carefully examine the translation problems and errors such as the ignorance of audience, lack of reliability and validity, and the text-specific problems from the view of audience and establishment of identification which is the core idea of New Rhetoric.On basis of the above assumption, the thesis will first give a brief introduction, which includes the background information of the thesis and the theoretical significance and practical significance. The literature review of the New Rhetoric and studies of the business conference website text translation will be followed.On top of that, the author will conduct an overview of the New Rhetoric, listing the three representative characters in the field of New Rhetoric and their main ideas about the New Rhetoric. The author will extract the five different dimensions of the three representatives as the theoretical framework of the thesis, which can be concluded as James A. Herrick’s conclusive definition that is the effective use of symbols to enforce audiences to accept some ideas and take actions by symbolic means.Lastly, a specific analysis of the business conference website text translation will be given from the perspective of New Rhetoric approach, the characteristics of the business conference website text will be firstly stated and then the feasibility of the New Rhetoric approach in the C-E website translation. Secondly, the problems and errors appeared in the business website translation will be simply described from the perspective of the audience-awareness, the difference between English and Chinese rhetoric as well as the establishment of the identification between translators and audiences. Later, the possible reasons of the problems and errors will be elaborated from different aspects. After that, the suggested solutions will be come up with to improve the quality of the business conference website text translation in a New Rhetoric approach.The conclusion part will restate the significance and limitations of the thesis and pave the way for future development on the basis of the summarized conclusions.
        

新修辞视角下的中国商务会议网页文本英译研究

摘要5-6
Abstract6-7
Chapter One Introduction10-14
    1.1 Background of Present Study10-11
    1.2 Significance and Purpose of Present Study11-12
    1.3 Research Questions12
    1.4 Thesis Organization12-14
Chapter Two Literature Review14-21
    2.1 Studies of New Rhetoric and Translation14-16
    2.2 Studies of External Publicity Translation16-18
    2.3 Studies of Business English Translation and Website Translation18-21
Chapter Three Theoretical Framework21-31
    3.1 Overview of New Rhetoric21-25
        3.1.1 Chaim Perelman's Rhetoric of Argumentation and Audience21-23
        3.1.2 I.A. Richards's Rhetoric of Meaning23-24
        3.1.3 Kenneth Burke's Rhetoric of Motives24-25
    3.2 Dimensions of New Rhetoric25-29
        3.2.1 Symbol and Symbol Power26
        3.2.2 Audience-centered Awareness26-27
        3.2.3 Persuasion and Identification27-28
        3.2.4 Rhetorical Situation28-29
        3.2.5 Dramatistic Pentad29
    3.3 Summary of New Rhetoric29-31
Chapter Four A New Rhetoric Approach Analysis31-52
    4.1 Research Methodology and Data Collection31-32
    4.2 New Rhetoric in C-E Business Conference Website Translation32-38
        4.2.1 Characteristics of Business Conference Website Text32-33
        4.2.2 Correlation between New Rhetoric and Translation33-37
        4.2.3 New Rhetoric Facilitates Business Conference Website Translation37-38
    4.3 Problems and Errors38-45
        4.3.1 Ignorance of Audience39-42
        4.3.2 Unreliability and Invalidity42-44
        4.3.3 Text-specific Problems44-45
    4.4 Suggested Solutions45-52
        4.4.1 Audience Awareness Cultivation46-48
        4.4.2 Identification Establishment48-49
        4.4.3 Difference between English and Chinese Rhetoric49-52
Chapter Five Conclusions52-54
    5.1 Findings52
    5.2 Limitations52-53
    5.3 Further Studies53-54
Acknowledgements54-55
Bibliography55-58
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