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1、摘 要随着中国改革开放进一步深化，我国的旅游业发展日益成熟繁荣。根据世界旅游组织（World Tourism Organization）预测，2023年我国将成为世界第一大旅游经济体，且每年会有将近1.4亿的人出国旅行。旅游广告作为一种能有效扩大旅游目的地影响力和吸引力从而促进经济增长的工具，同时又兼备传播丰富社会文化的角色。然而不同文化语境下的旅游广告文本风格各异，相差甚远，因此，针对不同语言文化背景下的旅游文本进行比较分析，进而提出具体的翻译策略可以帮助实现有效的跨文化交流，使目的地的风景文化信息得到准确传达。本文首先简要阐述旅游广告的定义，同时说明其日益向互联网渠道投放的趋势。接下来主要
2、从维基百科、携程网、大型网站旅游专栏、旅游博客、各类社交媒体等线上渠道收集中英旅游文本和翻译实例，针对具体案例进行文体特征的分析。该研究从旅游文本的字词、句法和修辞手段三方面探讨中英文案风格的差异，发现英文旅游文本的主要特点是注重简洁和互动性，以此更快地捕获潜在消费者注意力，而中文旅游文本形式则普遍丰富多样，有诗词短句，也有长文，但共同的特点是注重语言的美感，强调文化底蕴，触发读者对美和历史的想象力。然后本文从跨文化角度深层次剖析两种文体的差异，阐明不同的思维方式是导致文本差异的根本原因。最后本文提出三种具体行之有效的汉英广告翻译策略，考虑到旅游广告注重文化传真效应，本文着重介绍归化翻译这一方
3、法，可以减少晦涩和不便于外国友人理解的文化信息，从而实现旅游广告翻译这类跨文化交际活动的顺利进行。关键词：旅游广告；跨文化交际；翻译策略 ABSTRACTWith the deeper implementation of Chinas reform and opening-up policy, Chinas tourism industry is increasingly mature and prosperous. According to the World Tourism Organization, China will become the Worlds largest Tourism
4、 economy by 2023 and about 140 million Chinas inhabitants travel internationally. Tourism advertisement has always been a tool that can effectively expand the influence and attraction of tourism destinations and promote economic growth, meanwhile playing the role of spreading social culture. However
5、, tourism advertisement is different under different cultural context. Based on the comparative analysis of tourism advertisement in different linguistic and cultural backgrounds, specific translation strategies are proposed to help achieve effective cross-cultural communication, so as to accurately
6、 convey the scenic and cultural information of destinations.This thesis firstly briefly describes the definition of tourism advertisement, and at the same time explains the trend of it being increasingly launched through Internet channels. The author collects Chinese and English tourism advertisemen
7、ts and translation examples from online channels such as Wikipedia, Ctrips official website, travel columns of large websites, travel blogs, and various social media, and analyzes stylistic characteristics of each case in the aspects of word, syntax and rhetoric. As is revealed, the main characteris
8、tics of English tourism advertisements is concise and interactive so as to quickly capture potential audience attention, while the forms of Chinese tourism advertisement are diverse with short verses and long articles but share with common features aiming to produce linguistic beauty and cultural he
9、ritage in order to rigger the readers imagination of beauty and history. The disparities between the two styles from the perspective of cross-culture awareness are actually rooted in the different ways of thinking. Finally, some specific and effective translation strategies, especially the strategy
10、of domestication translation in view of reducing cultural barriers, are proposed in the thesis so as to realize effective cross-cultural communication in tourism advertisement translation. Key Words：Tourism Advertisement; Cross-cultural Communication; Translation StrategiesContentsCHAPTER I INTRODUC
11、TION.21.1 The Significance and Purpose of the Study.2 1.2 Structure of the Dissertation .3CHAPTER II AN OVERVIEW OF TOURISM ADVERTISEMENT.4 2.1A Brief Introduction to Advertising.42.2 Definition of Tourism Advertisement .42.3 Language Features of Tourism Advertisement.5CHAPTER III CULTURAL IMPACT ON
12、 TRANSLATION OF TOURISM ADVERTISEMENT.11 3.1 Definition of Culture. 113.2 Cultural Barriers in Translation of Tourism Advertisement.11 CHAPTER IV TRANSLATION STRATEHGIES OF TOURISM ADVERTISEMENT.15 4.1Translation should be done in the view of Cross-cultural perspective.154.2 Foreignization Translati
13、on.15 4.3 Domestication Translation.18 4.4 Creative Translation.22 CONCLUSION24REFERENCES.26ACKNOWLEDGMENTS.27CHAPTER IINTRODUCTION1.1 The Significance and Purpose of the StudyTourism is regarded as both a sunrise industry and a pillar industry for the economic development of a country. Building a t
14、hriving traveling industry will create more jobs both in urban and rural areas, promote emerging industries, such as CCI (Cultural and Creative Industry), boost cultural communication internationally and increase revenue remarkably. Export earnings from international tourism are an important source of foreign revenues for many destinations in the world. According to an annual report released by UN
