旅游翻译规范研究

On the norms in translating tourist advertising texts

现行的翻译规范主要建立在文学翻译研究的基础上,难以有效地指导旅游翻译实践。根据翻译规范理论、目的论、接受美学和关联理论等相关成果,结合具体的实例,从旅游产业发展定位、译语文本接受者期待视野和翻译的改写策略等方面探讨旅游翻译规范,以期探寻旅游翻译中一些具有普遍意义的规律。

Mainly established on the study of literary translation, the current translation norms fail to offer an ef- fective guidance for the translation of tourist advertising texts. Accordingly, based on translation norm theory, Skopos theory, relevance theory and reception esthetics, and through concrete examples, the paper explores the translation norms of tourist advertising texts from the aspects of developmental orientation of tourism industry, horizon of expectations of targeted English readers as well as the methods of rewriting so as to seek the regularities in translating tourist advertising texts.