Texts of tourism branding as object of translation
- 10.2991/cildiah-17.2017.56How to use a DOI?
- brand; translation; tourism; territorial branding; pragmatics
The paper deals with the intercultural and translational aspects of tourism branding, which involve, first of all, studying the peculiarities of the creation and promotion of tourism territory's brand in a foreign communicative space. The analyzed examples from the website of Interkon Travel Service GmbH / Levitin Reisen company, one of the largest and most famous Russian-language tour operators in Germany, allow concluding that the nominations of the tourist brand in translated texts can be, on the one hand, simplified and reduced, and, on the other hand, expanded to a significant scale for potential tourists. These processes are conditioned by the pragmatics of communicative interactions in the tourism discourse, which determine the necessary degree of explicitation and the form of pointing out separate components of the semantic-pragmatic content of the brand. The authors also point out the further tasks for studying the specificity of tourism branding, such as identifying the pragmatic specificity of a foreign-language recipient of branding texts, finding the optimal technology for translating the tourism branding texts, linguistic and cultural adaptation of branding texts in the translation process, etc.
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - V. A. Mityagina AU - E. Yu. Novikova AU - T. Yu. Makhortova AU - I. D. Volkova PY - 2017/11 DA - 2017/11 TI - Texts of tourism branding as object of translation BT - Proceedings of the 7th International Scientific and Practical Conference "Current issues of linguistics and didactics: The interdisciplinary approach in humanities" (CILDIAH 2017) PB - Atlantis Press SP - 314 EP - 319 SN - 2352-5398 UR - https://doi.org/10.2991/cildiah-17.2017.56 DO - 10.2991/cildiah-17.2017.56 ID - Mityagina2017/11 ER -