On The C-E Translation Of Hotel Brochures In Xinjiang From The Perspective Of Skopos Theory

Along with the reform and opening up to the outside world, Xinjiang, a pearl along the Silk Road, is revealing her mystery to the guests from all over the world. Tourism has thus become a great impetus for the economic development. Meanwhile, the boom of tourism has also brought the development of hotel industry. In order to satisfy the needs of the foreign tourists, and encourage their purchase of the hotel service and hotel products, many hotels have prepared bi-lingual publicity materials complement with their special features and services. There is no doubt that high-quality translation of hotel brochures will contribute to the establishment of a good international image, expand the influence of Xinjiang in the international community and promote the mutual understanding between Xinjiang and the outside world. However,after a thorough analysis of the collected brochures, the author found that there were a lot of spelling and grammatical problems, as well as various inappropriate expressions, which was mainly due to the stylistic, logical and cultural differences between Chinese and English languages. It is undeniable that the improper translation of the hotel brochures will obstruct the smooth understanding of the original text, lead to the failure of its communicative function, and eventually influence the development of the hotel industry on the whole.As an important publicity material, the hotel brochures should be translated with the aim of ensuring the target readers'accurate and smooth understanding of the information transmitted by the source texts. Thus,in order to realize this purpose, the author made a thorough analysis of the C-E translation of hotel brochures from the perspective of skopos theory. While taking the target readers'thinking mode, social-cultural background and expectation into consideration, the translator should also try to play his subjectivity and adopt translation strategies like, literal translation, deletion, and addition as well as reconstruction according to the intended purpose of the target text. Therefore, it can be concluded that taking skopos theory as guidance, it is helpful for the realization of the intended informative and appellative functions of hotel brochures. To sum up, as the hotel brochures are of great importance for their publicity and image building, there is an urgent need to solve the problems that exist in the C-E translation of this particular text-type. This thesis is written to analyze skopos theory and apply it to the C-E translation of hotel brochures as well as increase the public awareness of this phenomenon, and try to make it more standard in usage and prominent in function.