A Study On C-E International Publicity Translation Of “Colorful Guizhou” Tourism From The Perspective Of Skopostheorie

With the accelerating trend of economic globalization,the importance and necessity of external publicity translation are self-evident.As a cross-cultural translation activity,external publicity translation,in a broad sense,involves foreign affairs,cultural exchanges,economy and trade,etc.,while in a narrow sense,it specifically refers to the government’s translation and publicity,company or city profile,advertising,tourism materials,cultural publicity,etc.The translation of tourism materials is an applied translation with strong timeliness,function and cultural specificity,covering almost all fields such as politics,economy,society and culture,which is greatly different from literary translation.The most important functions of tourism publicity texts are as follows: one is to transmit information and the other one is to induce action.This kind of text has a strong purpose,that is,to attract foreign tourists to travel.However,due to the great differences between the two languages and cultures,the traditional "equivalence" theory is difficult to be realized in the translation of tourism texts.Functional translation theory holds that translation is a purposeful cross-cultural communication activity,which is quite compatible with applied translation in terms of process,practical requirements and content.Therefore,it is in line with the actual situation to use functional translation theory to guide the application of translation practice in tourism text translation.As the core theory of German functional school,Skopos theory breaks the concept of equivalence and gets rid of the restriction of source-language centered equivalence theory.It believes that translation should take the intended function of the target text as its purpose and choose the best translation strategy."Colorful Guizhou",as an important name card of "going out" of Guizhou tourism,is mainly divided into two types of landscape.One is natural landscape,such as Huangguoshu Waterfall and the Seven Small Holes;the other one is the cultural landscape which includes various social environments,people’s lives,historical relics,culture and art,ethnic customs and material production,such as the ancient town of Qingyan and the venue of the Zunyi Conference.At present,there are few studies on Chinese-English translation in this regard,while most previous studies focus on minority cultures and have many problems in translation,including mechanical translation,overuse of pinyin and wrong understanding of source language.For Guizhou,which has hosted many international conferences such as "ASEAN Education Exchange Week" and "Guiyang International Ecological Forum",improving the translation quality of tourism publicity plays a crucial role in establishing its international popularity and tourism image.Therefore,from the perspective of skopos theory,this paper adopts qualitative research methods to describe and compare the Chinese source text and English translation of "Colorful Guizhou" tourism publicity,to find out the problems of the translation,and explore appropriate strategies and methods of external publicity translation from the macro and micro levels,so as to improve the quality of tourism Translation into English.External publicity translation has a strong purpose,so the purpose of translation should be taken as the primary consideration.The coherence principle and the fidelity principle are subordinate to the teleological principle,among which the fidelity principle is subordinate to the coherence principle.Therefore,under the guidance of the first principle of Skopos theory,the Chinese-English translation of "Colorful Guizhou" tourism has the purpose of attracting foreign tourists and building cultural confidence,and the target audience is foreign tourists whose mother tongue is English.In the selection of translation strategies,translators should attach importance to the expressive effect of the original text,consider the communicative environment and culture of the target language,adopt the translation strategies of domestication and foreignization to grasp the purpose of the original text,and also combine domestication and foreignization to compensate for and add cultural information to the target text.In the selection of translation methods,the method of free translation and annotation can be adopted.Under the principle of consistency,"Colorful Guizhou" tourist text with special styles and features,tend to use the expression of some literary stronger,then you need to consider whether the translation by the audience to understand,need to consider the acceptability of the translation,using the continuity principle under the guidance of the transformation and reconstruction of translation method by modifying the processing.Under the guidance of the principle of fidelity,the "colorful Guizhou" tourism propaganda text has the characteristic culture of ethnic minority areas,which is different from the culture of the target language.This requires the translation to retain the linguistic features and cultural differences of the source language on the basis of readability.Therefore,the methods of literal translation and free translation can meet these requirements to a large extent.In addition,this paper,guided by the principle of skopos,puts forward corresponding requirements for translators from the perspective of subjectivity in translating tourism texts for external publicity.