Translating tourism promotional material means negotiating the encounter with the Other, that is a foreign destination which is perceived as fundamentally different vis-à-vis the domestic context, from a specific linguistic, historical, geographic and cultural point of view. The task of the translator is to find ways to convey the foreign into discourse: far from eradicating difference in their translations, translators of tourism texts have to retain a flavour of “otherness” that will ensure that the destination is perceived as different from the “familiar”. According to Cohen’s seminal works (1972; Cohen and Cooper 1986), novelty and strangeness lie at the basis of the tourist experience, and the familiarity-strangerhood dichotomy is also indicated by Dann as a fundamental communicative strategy “for those engaged in the marketing of destinations” (1996, 17). The present article will be framed by a series of questions representing the scope, as well as the boundaries, of a research in progress. The first question follows directly from the previous passage and concerns the role of the translator in the field of tourism: to what extent are translators supposed to engage themselves with the marketing of destinations? Are translators responsible for and/or directly involved in the promotion and merchandising processes of tourist offers, when they translate brochures, leaflets, flyers, catalogues, articles in specialized magazines or even tourist guidebooks?

Translating, Transcreating or Mediating the Foreign? The Translator’s Space of Manoeuvre in the Field of Tourism

Agorni, Mirella
2018

Abstract

Translating tourism promotional material means negotiating the encounter with the Other, that is a foreign destination which is perceived as fundamentally different vis-à-vis the domestic context, from a specific linguistic, historical, geographic and cultural point of view. The task of the translator is to find ways to convey the foreign into discourse: far from eradicating difference in their translations, translators of tourism texts have to retain a flavour of “otherness” that will ensure that the destination is perceived as different from the “familiar”. According to Cohen’s seminal works (1972; Cohen and Cooper 1986), novelty and strangeness lie at the basis of the tourist experience, and the familiarity-strangerhood dichotomy is also indicated by Dann as a fundamental communicative strategy “for those engaged in the marketing of destinations” (1996, 17). The present article will be framed by a series of questions representing the scope, as well as the boundaries, of a research in progress. The first question follows directly from the previous passage and concerns the role of the translator in the field of tourism: to what extent are translators supposed to engage themselves with the marketing of destinations? Are translators responsible for and/or directly involved in the promotion and merchandising processes of tourist offers, when they translate brochures, leaflets, flyers, catalogues, articles in specialized magazines or even tourist guidebooks?
Translation or Transcreation? Discourses, Texts and Visual
File in questo prodotto:
File Dimensione Formato  
Agorni Transcreation 2018.pdf

non disponibili

Licenza: Accesso chiuso-personale
Dimensione 295.09 kB
Formato Adobe PDF
295.09 kB Adobe PDF   Visualizza/Apri

I documenti in ARCA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10278/3712526
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact