TRANSLATION OF THE TRAVEL WEB PORTAL TEXT CONTENT AS A WAY TO GLOBALIZE REGION BRAND

Abstract

The article presents an analysis of the translation of the Volgograd and Volgograd region travel web portal from Russian into English and German within the aspect of the globalization process and promotion of the region brand. The authors concentrate their attention on the origin of functionally equivalent translation directed toward the linguo-cultural and pragmatic adaptation of the source tourist texts for a global recipient. The paper reveals that the translator is to choose a comprehensive strategy to create a globalized version of the travel web portal, that is to preserve the optimal amount of general information, eliminate information irrelevant for the global recipient, minimize the loss of the key information important from the pragmatic perspective of creating a globalised version of the target text, and, if appropriate, add more detailed or explanatory information which can better provide obtaining of the information about foreign culture and history by a foreign recepient. The efficient translation of the text content of the travel web portal aimed at a "global recipient" is achieved and provided by translation technologies chosen by the translator in accordance with the discourse determined strategies. Such technologies create functionally equivalent translation opportunity: the source text is adapted for a "global recipient" by considering culturally important and pragmatically adequate situation context.

Keywords

• translation
• travel discourse
• globalization
• region brand
• functionally equivalent translation
• translation method
• linguo-cultural adaptation
• pragmatic adaptation
• global recipient