功能对等理论视域下旅游推介语英译语言特征及其效力研究——以云南五个旅游城市为例

The Study of Linguistic Features and Potency of the English Tourism Promotion Slogans from the Perspective of Functional Equivalence Theory——Taking Five Tourist Cities in Yunnan Province as Examples

旅游城市英语推介语不仅能让游客了解旅游目的地的文化和风景,而且能推动文化传播。本研究以尤金·奈达的功能对等理论为理论框架,采用定性和定量相结合的研究方法,探讨云南省旅游城市推介语英译的语言特征及其效力。研究发现,在语言特征方面:词汇层面,云南省英语旅游推介语主要是由名词和形容词构成;句子层面,云南省英语旅游推介语的句子较短,多用名词短语结构和一般现在时态。在效力方面,英语旅游推介语的简洁、吸引力、价值和特色、激发好奇心、驱动力、可信度六个维度都与其效力成正相关。研究结果对优化云南乃至全国旅游推介语的外译,促进我国旅游业发展有一定借鉴作用。

English tourism promotion slogans of tourist cities not simply enable visitors to understand the culture and scenery of our tourist destinations,but also promote cross-cultural communication.In the theoretical framework of Eugene Nida’s Functional Equivalence Theory,this study explores linguistic characteristics and potency of English tourism promotion slogan of tourist cities in Yunnan Province,with the combination of qualitative and quantitative research methods.The major findings are as follows.The first is on lexical characteristics.English tourism promotion slogan in Yunnan is mainly composed of nouns and adjectives.The second involves sentence characteristics.English tourism promotion slogans of Yunnan Province have three features:shorter sentences,noun phrase structure and simple present tense.The third concerns the potency of English tourism promotion slogans.The six dimensions of conciseness,attractiveness,value and characteristics,inspiring curiosity,driving force,and credibility of English travel referrals are all positively related to their effectiveness.The findings of this study can provide a certain reference for optimizing English tourism promotion slogans in Yunnan and even the whole country and promotion China’s tourism industry.