摘要
旅游宣传口号作为展示目的地形象的名片，其传播作用愈发重要。然而，口号英译中还存在语义偏离、风格不符等问题，影响口号的品牌效应。本文以2025年中国各省文旅口号及其英译和英语国家主要城市旅游标语为研究对象，对其中语言差异进行分析，并基于“变译理论”，结合典型案例提出阐释性改译、文体性仿拟和句法性减译三种优化策略改进译文。旨在提高翻译质量，提升城市形象国际传播度。
关键词： 旅游宣传口号；语言差异；变译理论
Abstract
As a key vehicle for presenting destination images, tourism slogans play an increasingly important role in cross-culture communication. However, problems such as semantic deviation and stylistic inconsistency are still common in their English translation, which undermines the branding effect of these slogans. To address these issues, this study analyzes the linguistic differences between the 2025 tourism slogans of various Chinese provinces and those of some major cities in English-speaking countries. Guided by “Variation Translation Theory”, this paper examines typical cases and proposes such strategies as explicative adaptation, stylistic imitation, and syntactic reduction for translation improvements, aiming to enhance translation quality and foster the international influence of China’s urban images.
Key words： Tourism slogans; Linguistic differences; Variation Translation Theory
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