About the Legitimacy of Adaptive Translation (With Examples From Texts in the Sphere of Tourism)
Authors: Lyudmila Ivanova
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The subject of this work are translations in the sphere of tourism. They are a small, but important part of the overall tourism product, by which a tourist destination informs and advertises to its target groups. Unfortunately, translations are often unprofessional, as not onlypoorly worded texts are provided, but important principles of communication and cultural differences are overlooked. To convey the message of the text and most effectively reach its recipients, the translator has different techniques. The current work pleads for a bolder application of adaptive translation, in which the original is comprehended as an informational offer in the source language, which is not mirrored in the translation, but is used as a basis to formulate an optimally functioning new informational offer in the new cultural and linguistic environment.