摘要
新修辞理论是一种以受众为中心的理论,注重话语的修辞力——话语的象征力量,激发受众的认同感,进而信服,最终达到影响受众改变态度或采取行动的目的。从新修辞的角度对中西广告实例进行分析,探讨其等值问题。
New rhetorical theory is a kind of audience centered theory, focusing on rhetoric force of the discourse with its symbolic power to stimulate the audience,s sense of identification, and ultimately convince the audience, or take action to change the attitude. In this paper, the author analyzes the translation of Chinese and Western advertising slogans from the angle of new rhetoric with an aim of maintaining the translation equivalence between Chinese and Western advertising contexts in the aspects of its audience and operating mechanism.
出处
《安徽理工大学学报（社会科学版）》
2017年第3期88-91,共4页
Journal of Anhui University of Science and Technology:Social Science
关键词
新修辞
受众
中西广告翻译
new rhetoric
audience
Chinese and Western advertising slogan
