1．目的及意义

As an importantcomponent in the external propaganda work, international publicity translation hasa significant impact on building the national image and it is one of the keyfactors that influence the effect of publicity. Becauseof international publicity translation, China’s voice has been heard all overthe world and its propositions have been accepted by more and more people. Internationalpublicity translation plays a vital part in transmitting China’s culture andvalue.

Sinceinternational publicity translation is so widely needed, many experts pay highlyattention to the quality of it and do lots of researches about the strategyproblems of international publicity translation from different perspectives,hoping to improve the translation quality and acquire ideal results on buildingnational image. How to avoid misinterpretation becomes a challenge faced byChinese publicity translation authorities. Viewing from the skopos of functionalist approaches totranslation and based on the 2014 report on government work, Zhai Yunchao andWang Xianzhi proposes some C-E publicity translation strategies in order to deliverbetter methods of translating(翟云超，王显志，2015). Also, from the perspective of culturaldifferences, a multiple dimensions analysis of the features of internationalpublicity C-E translation has been proposed(舒娜，2015). Besides, there is an innovation studyon translation from the perspective of theory on rhetorical persuasion whichestablishes the moral intellect and good personality and improves the qualityof translation by resorting to the personality theory(吕毅，于冰，2017). For the international publicitytranslation on Chinese current affairs buzzwords, Song Pingfeng puts forwardthree translation strategies on it from the perspective of western rhetoric(宋平峰，2017). Kang Junjiealso studies the international publicity translation strategies from theperspective of rhetorical persuasion and proposes three translation strategies(康俊偈，2016). Studies on the characteristics and strategies forC-E translation of publicity materials also quite popular and many requirementfor the translation qualities have been put forward(朱云翠，2012). National image and C-E translationstrategies for China’s global communication discusses the relationship betweennational image and international publicity translation(卢小军，2012). As we can see, domestic scholars’ studies flourish onit.

The innovationpart of my paper is that it utilizes modern rhetoric as the rationalsupport to study on the international publicity translation strategies. Startingwith the perspective of two important modern rhetoric theories: rhetoricalpersuasion theory and new rhetoric, this paper recognizes the connectionbetween modern rhetoric and publicity translation and puts forward approachesto improve the quality of international publicity translation from theperspective of modern rhetoric, hoping to provide a much wider view to realizethe purpose of China’s external propaganda. Although we have achieved greatsuccess in researching the strategies of international publicity translation,there are still some problems. First, some studies focuses on the generaltranslation principle of international publicity translation and other types’translation, thus ignoring the particularity of international publicity and payless attention to the effect about persuasion and communication. Second, somestudies don’t attach importance to the audiences and don’t concern about theaudiences’ identification. As a publicity activity, audiences’ position isquite important and while we are translating, it is vital for us to take itinto consideration. These features of international publicity translation havewide connections with modern rhetoric and thus provide us a new way oftranslation strategy.

Based on all the informationor standpoints reflected in these previous studies summarized above, and takingthe features of international publicity translation and modern rhetoric intoconsideration, it is possible to improve the translation quality ofinternational publicity translation from the perspective of modern rhetoric. {title}

2. 研究的基本内容与方案

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Contents

1 Introduction to International Publicity Translation

1.1Definition ofInternational Publicity Translation