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本文基于跨文化“面子”理论,从词汇、句法(句型、时态、语态)、修辞等方面对比分析了国内外国际展会宣传册中言语使用策略的不同,并得出结论:西方展会宣传册的语言大多采用参与策略,而中方展会宣传册的语言更偏向运用独立策略。为使国内英文展会宣传册更能吸引西方客商的眼球,提高宣传册的宣传力度和效果,进而提升整个展会的规格和品质,本文建议国内的展会组织方在宣传册的设计或翻译过程中更加巧妙地运用参与策略。
Based on the theory of intercultural “face ”, this paper analyzes the differences of speech usage strategies in international and domestic brochures from the aspects of vocabulary, syntax (sentence pattern, tense, voice) and rhetoric. The language of the brochure of western exhibition mostly adopts the participation strategy, while the language of brochure of Chinese exhibition is more inclined to use independent strategy. In order to make the domestic English exhibition brochure more attractive to the western merchants and to enhance the publicity and effectiveness of the brochure so as to enhance the specification and quality of the exhibition, this paper suggests that domestic exhibition organizers should make more efforts in the design or translation of the brochure Clever use of participation strategy.