Applying the Cultural-conceptual Translation Model in the Commercial World of Tourism Promotion
- DOI
- 10.2991/prasasti-18.2018.1How to use a DOI?
- Keywords
- translation of tourism promotional materials; translation commissioners; cultural-conceptual translation; cultural translation; tourism promotion
- Abstract
Following criticism against translated tourism promotional materials in the last few decades, scholars in the field of Translation Studies have attempted to address the issues involved and propose solutions. This study, which is an extension of the author’s earlier work on the practices and misconceptions of the commissioners of cross-cultural tourism promotional materials (TPMs), carries out a practical translation project in the commercial world of tourism promotion. The purpose of the project is to test the viability and effectiveness of a translation model called the cultural-conceptual translation (CCT) model. The application of the CCT model in the translation project provided the project commissioners with a different perspective on the concept of translation. Both the approach and the outcome were very well received by the commissioners, who recognized that an ideal scenario would be one in which they could find an accomplished translator who can implement the necessary culturally-driven changes. The project also highlighted the importance of cross-cultural input in the translation process, which could be commissioner-initiated or translator-initiated. It also demonstrated that a cost-effective and efficient way of translating TPMs for different markets is to design source texts based on cultural similarities.
- Copyright
- © 2018, 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 - Mohammed Zain Sulaiman PY - 2018/08 DA - 2018/08 TI - Applying the Cultural-conceptual Translation Model in the Commercial World of Tourism Promotion BT - Proceedings of the Fourth Prasasti International Seminar on Linguistics (Prasasti 2018) PB - Atlantis Press SP - 1 EP - 8 SN - 2352-5398 UR - https://doi.org/10.2991/prasasti-18.2018.1 DO - 10.2991/prasasti-18.2018.1 ID - Sulaiman2018/08 ER -