A Report On The E-C Translation Of Tourism Publicity Materials

It is of great significance to improve the overall quality of tourism translation and information sharing,as well as provide detailed and accurate tourist information for domestic and foreign tourists.However,the current situation of tourism translation is not optimistic,two main obstacles exist:Firstly,fuzziness and unacceptability arise in the process of communication because of the cultural differences between the source language and the target language;Secondly,problems such as language errors,pragmatic errors and cultural errors still exist.This report is based on the author’s translation practice during his internship in Beijing NL38 International Travel Service Co.,Ltd.from December 2019 to May 2020.The total translation amount is about 140,000 Chinese characters.The work of the author is to translate the tourism publicity materials of Southeast Asia,mainly Thailand,on a tourism website.A large number of culture-specific items(CSIs)appear in this translation practice,which is one of the difficulties encountered by the author.In 1996,Javier Franco Aixelá made a clear definition of culture-specific items and summed up 11 strategies to deal with them.This report explores the application of these 11 translation strategies in translation practice through case analysis.According to statistics,there are 156 CSIs in this translation practice,of which 94 CSIs only use one translation strategy in translation,accounting for 60.3%of all CSIs;62 CSIs use two or more translation strategies,accounting for 39.7%of all CSIs.In this translation practice,the author has adopted 10 of the 11 translation strategies proposed by Aixelá,which are repetition,orthographic adaptation,linguistic translation,extratextual gloss and intratextual gloss of conservation strategies;Synonymy,limited universalization,absolute universalization,naturalization and deletion of substitution strategies.Therefore,the choice of strategies is very flexible and can be chosen according to specific needs when translating CSIs.The application of these translation strategies broadens the ideas in tourism translation,makes the translation more in line with the culture and language customs of the target language.Through case analysis,this report draws a conclusion that the frequency of adopting conservation strategies is higher than that of substitution strategies in the English-Chinese translation of tourism publicity materials,which indicates that the author tends to retain the cultural connotation carried by CSIs when choosing translation strategies,and reflect the characteristics and uniqueness of the source text as far as possible.Generally speaking,Aixelá’s translation strategy of CSIs is highly applicable to English-Chinese translation of tourism publicity materials and can be applied to solve most translation problems caused by CSIs.