Intercultural communication via translation of tourist-related promotional material

Abstract

Translation of culture-specific references (CSRs) is challenging and results in cultural compromises and even untranslatability, especially when cultures are different. The aim of this study is to identify strategies for translating CSRs from Lithuanian into English in tourist-related promotional texts. CSRs were categorised according to their types and translation strategies. The distribution of CSRs was almost proportional in all categories: organisations, material culture, social culture, names, and ecology. The translation strategies included literal translation (dominant), globalisation, preservation, addition, descriptive equivalent, omission and orthographic adaptation. The study contributes to the understanding of intercultural communication in the context of Lithuanian culture.