浅析旅游广告的英译技巧_英语论文

An Analysis of Translation Skills of Tourism Advertisements

摘要

随着经济全球化进程的加快，人民的生活水平不断提高，人们在满足了物质需求的同时也更加注重精神层面的追求，而旅游则成为他们的选择之一。因此，旅游业在全球范围内迅速发展，这也促进了旅游广告的发展。随着国外游客的不断增加，中文旅游广告的英译质量就显得尤为重要，而目的论指导下的旅游广告的英文翻译更符合英语读者的需求，更易理解中文旅游广告中的内容。

本文由三部分构成。第一部分介绍了旅游广告的定义以及旅游广告的分类，第二部分分析了汉语和英语旅游广告的词汇差异和句法差异，同时也探讨了这些差异产生的四个原因，即历史背景、思维模式、哲学观念和风俗习惯。第三部分阐述了目的论的定义以及它的三大原则——目的原则、连贯原则和忠诚原则。此外，为了提高旅游广告的英译质量，本文基于目的论提出了旅游广告的翻译技巧，如增译技巧、省略技巧、转换技巧、合译技巧和重组技巧。作者希望本文能为旅游广告的英译提供一些有益的参考。

关键词：旅游；广告；翻译技巧

Abstract

With the acceleration of economic globalization, people’s living conditions have been improved a lot. People pay more attention to their spiritual pursuits while their material needs have been met, and tourism has become one of their choices. Therefore, tourism has developed rapidly around the world, promoting the development of tourism advertisements. With the increase of foreign tourists, the quality of C-E translation of tourism advertisements becomes particularly important. The English translation of tourism advertisements, under the guidance of Skopos Theory, meets the needs of English readers and is easier for them to understand the Chinese tourism advertisements.

This paper consists of three parts. The first part introduces the definition and categories of tourism advertisements. The second part gives an account of the differences in words and syntax of Chinese and English tourism advertisements. At the same time, the reasons for these differences, like historical background, thinking patterns, philosophical ideas and customs, are also discussed. The third part deals with the definition of Skopos Theory and its three rules, including Skopos Rule, Coherence Rule and Fidelity Rule. In addition, in order to improve the quality of C-E translation of tourism advertisements, this paper puts forward the translation skills of tourism advertisements based on Spokos Theory, including amplification, omission, conversion, combination, and restructuring. The author hopes that this paper can provide some practical references for the C-E translation of tourism advertisements.

Key words: tourism; advertisement; translation skill