Travel Web Portal Translation: Region Branding in Context of Globalization

DOI

10.2991/cildiah-17.2017.48How to use a DOI?

Keywords

translation, globalization, branding, translation methods, adaptation, global recipient

Abstract

The paper provides an analysis of the translation of the text content of the travel web portal of Volgograd and the Volgograd region from Russian into English and German from the perspective of globalization and promotion of the region brand. The paper focuses on the principles of functionally equivalent translation aimed at linguo-cultural and pragmatic adaptation of source tourist texts for the global recipient. It has been demonstrated that translator must have a comprehensive strategy to make a globalized version of the travel web portal, that is: to preserve the optimal amount of general information, to eliminate information irrelevant for the global recipient, and, if appropriate, to add more detailed or explanatory information. Adequate translation of text content of multilingual travel web sites promotes Russian tourism and development of regional branding. The results obtained can be applicable in translation training programmes aimed at translation competence development, working out the ability to use language skills effectively and stimulation of critical pragmatic thinking while creating or translating travel texts addressed to a global recipient. The illustrative text material with the explanation of the chosen translation strategies can be used in practical translation exercises.

Copyright

© 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/).

Download article (PDF)

TY  - CONF
AU  - A.A. Gureeva
AU  - T.S. Sidorovich
AU  - A.A. Novozhilova
PY  - 2017/11
DA  - 2017/11
TI  - Travel Web Portal Translation: Region Branding in Context of Globalization
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  - 268
EP  - 273
SN  - 2352-5398
UR  - https://doi.org/10.2991/cildiah-17.2017.48
DO  - 10.2991/cildiah-17.2017.48
ID  - Gureeva2017/11
ER  -