Research on English Translation Strategies of Intangible Cultural Heritage Tourism IP: Chinese embroidery

Abstract

In the context of the “going out” of Chinese culture and the high-quality development of China's cultural tourism, Chinese embroidery, as a representative intangible cultural heritage of China and a core genre of traditional oriental needlework, has become the core carrier of national cultural IP international dissemination. However, up to now, the English translation of Chinese embroidery promotional texts still has some problems such as insufficient cultural connotation transmission, inconsistent translation of craft terms, blunt language expression, and unclear communication goals, which seriously affect its international communication effect. Therefore, guided by Skopos Theory and Functional Equivalence Theory, this study uses literature research, case analysis and text analysis methods, systematically analyzes the current situation and problems of Chinese embroidery into English on the basis of sorting out the development status of China's intangible cultural heritage tourism IP and the artistic characteristics of Chinese embroidery, and proposes optimization strategies from three levels, focusing on culture-loaded words translation and craft terms translation: at the cultural level, through cultural compensation and functional equivalence, the connotation of traditional Chinese culture is completely conveyed; at the language level, the standardization of craft terminology and the accuracy and conciseness of expression are realized, and the functional equivalence of the translation is achieved; at the communication level, it is guided by overseas audiences, and the translation method is flexibly adjusted according to the purpose of cultural tourism communication to improve the effect of external publicity. This research will help standardize the English translation of Chinese embroidery and China's intangible cultural heritage tourism IP, provide theoretical reference and practical reference for intangible cultural heritage external publicity translation, and promote excellent traditional Chinese culture to better go global.