Tourism Translation of Jingdezhen Ceramic Culture from the Perspective of Skopos Theory

Abstract

Tourism translation, as an effective medium of cultural communication, accompanied by the development of tourism, is a kind of cross-language and cross-cultural communication activities. At present, in the practice of ceramic culture tourism translation in Jingdezhen, due to the cultural diversity and complexity of tourism resources and the incomplete equivalence between Chinese and English, many difficulties have been brought to the translation. This undoubtedly also caused some obstacles to the development of Jingdezhen ceramic culture and creative industry. Different from the traditional “equivalence view”, Skopos Theory focuses on the basis of analyzing the original text, requiring that the translation should be based on the expected function of the translation in order to choose the best method, which has a strong guiding significance for Jingdezhen ceramic cultural tourism translation. In view of this, based on the analysis of the present situation of Jingdezhen ceramic cultural and creative industry, this paper will discuss the problems faced by Jingdezhen ceramic cultural tourism translation and put forward some improvement suggestions from the the perspective of Skopos Theory.