The Influence Of Cultural Context On The Translation Of Tourist Brochure

In recent years, the cross-cultural communication is developing frequently. As animportant communication medium, tourism translation studies have been aneye-catching area. The colorful and diverse culture from different parts of the worldhas been brought to people’s vision by tourist brochures. The translation of touristbrochure has attached a great significance to cultural transmission, so the translationof tourist brochure must be combined with appropriate cultural context, only in thisway, can tourist brochure achieve accurate and vivid cultural realm. Thereby thecultural flavors produced in different parts of the world can be passed to the heart ofreaders across the world.Cultural differences in cultural context is a major impediment in the translation,due to the cultural differences between Chinese and western people, they may producea different understanding and interpretation for a same thing or concept, andsometimes even leading to misunderstandings. Cultural differences refers to thedifferences in beliefs, life styles, thinking patterns and social customs formed by thedifferent ethics due to the different living and ecological environment. In the processof translation, translators is difficult to deal with the cultural differences, they can notaccept a culture while ignoring our own cultural background, the equivalent culturalcontext in the process of translation have become increasingly attracted people’sattention.On the whole, the researches on the cultural context are rather fragmented andunsystematic. Currently, the analysis of the cultural context in the translation theoryhas been received much attention. However, in the practice of translation, thisimportant area is often overlooked, first, this paper explains the concept of culturalcontext, then, as the translation of the book "Central Asia"(excerpt) for example,translation and practice will be combined, and the different comprehension of theoriginal readers and target readers can be summarized from the perspective ofdifferent cultural context. Finally, in term of cultural context, this paper will exploremany translation strategies of the translation of the tourist brochures, providing theplenty of solutions to many problems resulted from the cultural differences occurredin the translation of the tourist brochure.