Rhetoric Situations and Folk Culture International Publicity Translation Strategies in the Perspective of Cultural Power
In the context of cultural power,the effective international publicity of regional culture has become a new way for Chinese culture to go global in the new era.Folk culture,as a cultural phenomenon inherited from people's production and lifestyle,though quite local and alien to foreigners,is also the most direct source for them to understand Chinese culture.As an important medium for Chinese folk culture to go global,the translation of inter-national publicity-oriented materials is not only simple language conversion,for the translator should fully consider the knowledge,freshnes,comprehensibility,linguitsic conventions and aesthetic characteristics of the text.There-fore,the translator should start from the basic concept of the rhetoric situation in the new rhetoric theory and stimu-late translation activities through the situation.Therefore,translation should aim to improve situational deficiencies,meet readers'expectations,and resolve constraints,for through continuous adjustment of rhetorical discourse,trans-lators should,in their translation,be guided by reader needs,rely on symbolic resources,and use translation meth-ods as a path to break through language and cultural limitations,and ultimately reach consensus with readers,so as to truly achieve the goal of culture"going global"rather than"being sent out".
cultural powerrhetoric situationsfolk cultureinternational publicity-oriented materialsreaders
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