Chinese and English Enterprise Publicity: A Rhetorical Comparison and Translation

DOI

10.2991/icecsd-17.2017.14How to use a DOI?

Keywords

Enterprise publicity, Rhetorical comparison, Text functions, Translation strategies.

Abstract

Enterprise publicity, to a great extent, contributes to a favorable enterprise image and promotes the reputation of its services and goods. This paper, by collecting ten profiles of Chinese central state-owned enterprises and ten American enterprise profiles, makes a contrastive rhetorical analysis in terms of their arguments, textual arrangements and appeals. It puts forth that Chinese enterprise profiles are inclined to highlight the company's information in long and high-profile appeals, while American enterprise profiles are more succinct and fact-oriented. It also argues that realization of informative function and operative function should be regarded as the criteria for translation of enterprise publicity, with priority given to the latter. Several translation strategies including adaptation, restructuring and simplification plus rewriting are explored with the aim of realizing the intended functions of the target text.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Jun Chen
AU  - Gongshu Cheng
PY  - 2017/01
DA  - 2017/01
TI  - Chinese and English Enterprise Publicity: A Rhetorical Comparison and Translation
BT  - Proceedings of the 2017 International Conference on Education, Culture and Social Development (ICECSD 2017)
PB  - Atlantis Press
SP  - 66
EP  - 70
SN  - 2352-5398
UR  - https://doi.org/10.2991/icecsd-17.2017.14
DO  - 10.2991/icecsd-17.2017.14
ID  - Chen2017/01
ER  -