Volume 4,Issue 5
Analysis of Cross-Cultural Communication Paths in the English Translation of Company Profiles from the Perspective of Rhetorical Aesthetics
In the context of the continuous advancement of global economic integration and the ongoing evolution of the international communication landscape, the company profile, as an important text for showcasing the company image, conveying brand concepts, and expanding the international market, its English translation quality directly affects the perception and evaluation of the company by overseas audiences. Currently, many company profile English translations still have problems such as copying the original expression, insufficient rhetorical transformation, lack of cultural connotations, and unsatisfactory communication effects, making it difficult to achieve effective cross-cultural communication. The theory of rhetorical aesthetics emphasizes that language expression should not only accurately convey information but also take into account formal beauty, emotional appeal, and cultural acceptability, providing a new research perspective for the English translation of company profiles. This paper, based on the theory of rhetorical aesthetics and combined with relevant theories of cross-cultural communication, analyzes the manifestation of rhetorical aesthetic value in the English translation of company profiles, discusses the existing problems in current company profile English translations, and proposes practical paths to optimize the communication effect of cross-cultural communication, with the aim of providing references for the construction of international communication capabilities of companies and the improvement of the translation quality of company publicity texts [1].
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