旅游广告语体分析与翻译策略

Genre Analysisof and Translation Strategies for Tourism Advertisements

旅游广告是一种典型的促销类语体,有着特定的交际目的和惯用的语体范式。在对旅游广告的交际目的、宏观语步结构、词汇语法特征进行语体分析后得出:译者需明确旅游广告的交际目的,即推介旅游产品;树立语体意识,参考译入语平行文本语步结构和语言特点;尊重读者审美习惯,适当增减信息,实现交际目的。

Tourism advertisements are a typical promotional genre characterized by specific communicative purpo-ses and conventional linguistic paradigm. A genre analysis of tourism advertisements is conducted in terms of its communicative purposes, move structure and lexico-grammatical features. The paper holds that translators should give top priority to the communicative purposes of tourism advertisements, namely to promote tourism products, foster a sense of genre and follow the move structure and language features of parallel texts in the target language;they are supposed to reach the readers’ expectations by appropriate translation methods such as ampli-fication or omission, ultimately achieving the communicative purpose.