旅游广告翻译的本土化 ：以新加坡圣淘沙名胜世界译网页为例 = Localisation of tourism advertisement text : case study on the translated website of Resorts World Sentosa

Abstract

新加坡的综合娱乐城之一，新加坡圣淘沙名胜世界每年吸引一大批来自世界各地游客前来游玩。旅游景点网页上的广告宣传资料也是吸引这些游客到访的关键点。因此，针对这些资料进行适当的本土化翻译极为重要。旅游广告作为一种实用体，主要功能为传达信息和做出呼唤效果，以读者的反应为主。因此本研究将探讨奈达的功能对等理论和中国大陆与香港的译网页的关联，探讨译者如何以此理论为基础进行本土化翻译。研究显示在考虑到内容的性质和大陆与香港的语言和社会习惯差异的情况下，功能对等理论对圣淘沙名胜世界网页的本土化翻译有很大的实用性。 Resorts World Sentosa (RWS), being one of the biggest attractions in Singapore attracts many tourists from all around the world annually. Hence, localising the website with extensive and attractive information is very important. Tourism advertisement text mainly consist of the informative and operative functions, which the readers’ reaction is the key point. Hence, this research aims to determine the relevance of using Eugene A. Nida’s Functional Equivalence theory for localised translation for readers from Mainland China and Hong Kong. Research findings showed that there is a high relevance between Functional Equivalence theory and translation of the RWS website, with the nature of the content and linguistics cultural differences taken into considerations as to achieve localised translation.