On audience awareness in the translation of Jingdezhen ceramic culture for international communication
论景德镇陶瓷文化外宣翻译中的受众意识

摘要

景德镇国家陶瓷文化传承创新试验区的设立为景德镇迎来了新的发展机遇，同时也对景德镇陶瓷文化外宣翻译提出了高要求。陶瓷文化外宣翻译本质上是一种国际传播，要想达到理想的对外传播效果，就必须树立强烈的受众意识，为此要明确“内外有别”的原则，寻求外国民众感兴趣的话题，运用他们易接受的表达方式，融合传统媒体和新兴媒介的优势，关注和吸收第一手的客观反馈，助力打造“千年瓷都”国际形象，更好讲述中华陶瓷故事。

Abstract

The establishment of Jingdezhen National Ceramic Culture Inheritance and Innovation Pilot Zone provides a new opportunity for development, while setting higher requirements for the translation of Jingdezhen ceramic culture for international communication. As a kind of international communication in nature, the translation of Jingdezhen ceramic culture calls for an ideal effect which in turn requires strong audience awareness. As for boasting audience awareness, it is imperative to adhere to the principle of distinguishing domestic and international audience, identify topics that interest the latter and adopt expressions easily accepted by them while making good use of traditional and new media, attentively gathering and absorbing first-hand objective feedback so as to build an international image of Millennium Porcelain Capital and better tell Chinese ceramic story.