US-China Foreign Language, ISSN 1539-8080
March 2013, Vol. 11, No. 3, 254-258
Translating Tourism Texts in the Light of the Skopos Theory *
WANG Xiao-yan Changchun University, Changchun, China
The prent paper aims to explore the activity of translating Chine tourism texts into English within the
framework of the skopos theory, with two culture-related tourism texts in China as examples. First, the basic
principles of the skopos theory are outlined, followed by discussion of their application in translating tourism texts.
An attempt is then made to analyze two types of translation errors in English translations of tourism texts. They are
cultural translation errors and pragmatic translation errors. The paper concludes with two approaches to solve the
problems. One of the them is to enhance translators’ awareness of applying skopos to translation. Another is to
enhance the translators’ bilingual abilities and ethical standards.
Keywords: skopos theory, tourism texts, translating
Introduction
Since the initiation of the reform and opening-up in 1978, China has shown eagerness to introduce itlf to the world, thus creating a big market for pragmatic translation. And tourism texts translation, which refers to the translation of places of historic interest and scenic beauty, is one of the important parts of it. Since this kind of translation rves a function or purpo quite different from that of literary texts, they are often defined as “pragmatic” or “non-literary” texts (Reiss, 1989, p. 106). The p
ast two decades have en a dramatic increa in market demand for non-literary translation worldwide, which has led to inten rearch activities in the field. However, the ever-increasing translation of non-literary texts in the past three decades has not brought about much improvement in translation quality. As noted by some rearchers (DING, 2002; XIAO, 2011), the number of various translation errors and mistakes in English translations of tourism texts is amazingly large. Since the skopos theory meets the growing need for non-literary translation in the latter half of the twentieth century (Schäffner, 1998, p. 235), some Chine authors (ZHANG, 2005; LIN, 2006) have applied the theory in their discussion of translation mistakes and translation methods in handling non-literary texts. Bad on their former study, this paper, drawing on the skopos theory, including Nord’s functional classification of translation errors, examines two translation errors in English translations of Chine tourism texts and suggests solutions to the existing problems.
The Skopos Theory and the Translation of Tourism Texts
The skopos theory was developed in Germany in the late 1970s. It reflects a general shift from linguistic and * Acknowledgements: This paper is one of the result of the author’s rearch programs “The Study of Pragmatic Translation Teaching in the Light of Skopos”.
WANG Xiao-yan, associate professor, School of Foreign Languages, Changchun University.
All Rights Rerved.
TRANSLATING TOURISM TEXTS IN THE LIGHT OF THE SKOPOS THEORY255
formal translation theories to a more functionally and socio-culturally oriented concept of translation. Initially
formulated by Reiss in the 1970s, the theory was enunciated by Vermeer in the 1980s, and was further developed
in the 1990s by Nord. The basic principles of the skopos theory are summarized as follows:
Any form of translational action may be conceived as a “purpoful activity” (Nord, 1997, p. 12). The action should obrve the “skopos rule”, which postulates that the form of a TT (target text), including translation
strategies and methods adopted, should above all be determined by the purpo or skopos that the TT is intended
current time
to fulfil in the target context. Every translation presuppos a commission and is carried out according to a skopos
or commission, which is largely determined by the commissioner or client. The skopos of the TT and the mode in
which it is to be realized are negotiated between the commissioner and the translator. The translator as the
“expert” in translational action is responsible for the final translation (Vermeer, 2000, p. 221-230). Translation is
the production of a functionally appropriate TT bad on a ST (source text). While the translator is entitled to
decide what role an ST plays in the translation process, the decisive factor is the precily specified skopos. The
ST is only one constituent of the commission and an “offer of information”.
The theory calls for redefining the relationship between ST and TT. Since a tourism text usually focus on content rather than on its form, the translator should transmit the ST’s conceptual content and does not have to
prerve the ST’s linguistic form or original style insofar as the TT fulfils its intended skopos or function. On the
other hand, a tourism text is usually written originally for a source-culture situation, and in most cas its author
lacks the necessary knowledge of the target culture and its texts. Conquently, the content, form or skopos of
the ST may not suit the target context and the target addres with their culture-specific world knowledge,
expectations, and communicative needs (Nord, 1997, p. 13). Where the TT’s skopos disagrees with that of the All Rights Rerved.
ST, the translator should not stick to the ST; rather he/she should produce a functionally appropriate
TT bad
on the ST.
Translation Error Analysis
Cultural Translation Errors
Cultural translation errors are related to the question of whether or not source-culture conventions should be adapted to target-culture standards. Since the skopos theory is basically a “target text-oriented paradigm” (Toury,
1995, p. 25) and “adaptation of the source text to target-culture standards is a procedure that is part of the daily
routine of every professional translator” (Nord, 1997, p. 28). So cultural translation errors usually refer to the
delicatesncas where the TT conflicts with the target-culture customs and conventions. As a result, the target readers might
find the transmitted message incomprehensible or unacceptable, which prevents the TT from achieving its
intended skopos and function (e Example 1).
Example (1) ST: 长春市地处中国东北部，是吉林省省会，曾先后被评为中国优秀旅游城市、国家环
subject翻译成中文保模范城市、国家卫生先进城市、国家园林城市和全国创建文明城市先进单位。
TT: Changchun located itlf in China’s Northeast. It is the capital city of Jilin Province.
Changchun is one of China’s authorized excellent tourist cities. It is also a national model city
in terms of environmental protection, a national sanitary advanced city, a national garden-like
ellen degeneres showcity, and a national city advanced in the building of cultural and ideological progress.
In Example 1, the underlined parts are packed with high-sounding formulaic expressions. Natural and
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TRANSLATING TOURISM TEXTS IN THE LIGHT OF THE SKOPOS THEORY sometimes even “pleasing” as they may sound to the Chine ear, the Chine culture-specific clichés, if
rendered literally, can be perceived as pretentious by the target audiences steeped in a vastly disparate cultural
context (DING, 2002, p. 46). The translator’s failure to adapt the high-sounding phras to the
target-culture customs caus the following cultural translation errors: (1) the “faithful” translation of the
formulaic language creates a strong n of monotony and pretentiousness, and an English audience might
find it repulsive; (2) the added word “authorized” will render target readers perplexed as the concept “被批
准为” (approved, sanctioned, or authorized) reflects the contemporary Chine institutional culture. So we
can just omit the word “authorized”; (3) the collocation a national… advanced city(国家…先进城市)
appears outlandish to target addres as this strictly literal rendering does not conform to standard English
usage; and (4) the gerundial phra building of cultural and ideological progress (创建文明) makes virtually
no n to native speakers of English.
Cultural translation errors are due to the translator’s “inadequate decision with regard to reproduction or adaptation of culture-specific conventions” (Nord, 1997, p. 75). This “inadequate decision” is often attributable三年级上册英语直播课免费
to fact that the translator ignores the culture-specific knowledge, needs and expectations of the target audience,
which in turn results from an insufficient awareness of the TT’s function or skopos.
Pragmatic Translation Errors
Pragmatic translation errors are caud by inadequate solutions to pragmatic translation problems s
uch as a lack of receiver orientation. The conquence of such errors is that the target audiences tend not to realize that
they are getting irrelevant or insignificant information. However, it is not very difficult to solve pragmatic
translation problems “once they have been identified as problems”. Normally they can be identified only by a All Rights Rerved.
competent person comparing the ST with its TTs in the light of the translation brief (Nord, 1997, p. 76).
Pragmatic translation errors often crop up in the following situations: some significant, relevant, or potentially
important information in the ST is not expresd as shown in the following example (e Example 2): Example (2) ST: 由潘鹤教授涉及的贺龙元帅铜像，屹立在天子山贺龙公园。铜像高6.5米，重约100
吨。
TT1: The Grand Bronze Statue of Marshal He Long, designed by Professor Pan He, isanyway什么意思
standing in He Long Park. The Statue is 6.5 metre in height, and 100 ton in weight.
TT2: The Grand Bronze Statue of Marshal He Long, designed by Professor Pan He, is
standing in He Long Park. The Statue is 6.5 metre in height, and 100 ton in weight. He Long
(1896-1969), one of the founders of the People’s Republic of China, born in Sangzhi,
somewhat 60 kilometres from the tourist site, led many battles during the Chine Civil War
and Anti-Japane War.
TT1, lacked the receivers’ orientation. They just got the rather insignificant information: the height and weight etc., of the statue, which are obviously standing there. In fact the sculptor’s name sometimes is not
necessary to mention unless he/she is world famous one. Truly, almost all the Chine people know who He
Long is. Yet the target readers do not know, so what the tourists most interested in is “who is He Long?” Why
the statue was standing here? The translator should include relevant background information in the translation so
as to bridge the “information gap”for the target reader. TT2 answered the questions in the light of skopos theory.
Transliterating plus the cultural information is easy for the target readers.
TRANSLATING TOURISM TEXTS IN THE LIGHT OF THE SKOPOS THEORY257
pricetag歌词The obvious reason for the pragmatic errors is that the translators fail to distinguish ST audiences from TT audiences with their different culture-specific world knowledge, expectations, and communicative needs. Nord
(1997) rightly maintained that the importance of the audience is frequently neglected in translation practice and
that “the adaptation of precily the elements is of particular importance” (p. 52).
Approaches to Existing Problems
Enhance Translators’ Awareness of Applying Skopos Theory to Translation
The skopos theory recognizes the translator as both the expert and the TT’s ultimate producer directly responsible for the final product (Vermeer, 2000, p. 231). As analyzed above, pragmatic, cultural, and translation
errors are often due to translators’ poor awareness of the TT’s skopos and its target readers. If they have such
kind of awareness, if they know that “he end justifies the means” (XIE, 2008, p. 135), sometimes the errors
discusd above, can be easily avoided. So instead of teaching and applying linguistic translation theories to
translation, programs of skopos theory of translation should be opened in colleges and other translation cours.
Such programs will be specially designed to enhance peoples’ awareness of applying skopos theory to their
translation practice in order to meet the great demands of translation markets nowadays. Translation studies
scholars and veteran translators will be invited to give people talks or keynote prentations on the theory which
are to be attended by translators, clients, teachers, students, and the general public interested in such events.
Furthermore, according to skopos theory, in order to know the purpo of the translation, a translator has to have a strong n of cooperation with the clients. To promote communication and cooperation between
clients and translators, one important move is to organize “commissioner and translator” workshops. In this way, All Rights Rerved.
translators’ awareness of applying skopos theory to translation will be aroud.
Enhance Translators’ Bilingual Abilities and Ethical Standards
Some of the linguistic errors are often due to translators’ inadequate linguistic abilities and low ethical standards. Given the various translation errors they have made, many translators are not worthy of the title
“expert” and should in fact be placed on a probationary period. To rai the overall quality of practitioners and
turn out high-calibre translators, it is suggested that a great amount of practice should be made. And translators
should read a lot and know something about everything, especially about culture. It is suggested that National
Accreditation Authority for Translators should be established in China. This government agency aims to
establish and maintain translation standards throughout the country. Apart from accreditation of translators, it can
run various workshops for candidates wishing to obtain accreditation and provide tailor-made trainin
g programs
冠词的用法for practicing translators. Such programs will be specially designed to enhance translators’ awareness of skopos,
bilingual abilities, and ethical standards.
Conclusions
This paper has attempted to elaborate on the following points: (1) The skopos theory lends itlf particularly well to translating non-literary texts; (2) Tourism texts perform primarily an informative function with a
condary operative function; (3) Pragmatic and cultural translation errors are often due to the translators’ poor
awareness of the TT’s skopos and its target readers; (4) In many cas, the client or commissioner should be held
partly responsible for translation errors; and (5) Two approaches, which involve the general public, the
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TRANSLATING TOURISM TEXTS IN THE LIGHT OF THE SKOPOS THEORY commissioner, and the translator respectively, might help resolve the existing problems. Although the findingspredicate
need to be further substantiated by looking at more data in terms of tourism texts, it is hoped that this study can
make people rethink pragmatic translation and translator training as well. On the other hand, the skopos theory
itlf opens avenues for further investigation and its potential has yet to be exploited. Specifically, the various
ways in which the skopos theory can guide and benefit the translation community, including clients and
practicing translators, should be investigated more deeply and extensively.
References
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