1. The Discourse of Tourism
Lingua Inglese II

2. Technical Details Email daniela.salusso@unito.it
Moodle platform
Lessons start at 8.15 and finish at 9.45
The exam will be WRITTEN and consist in both THEORY and PRACTICE of translation.
Here you can find all the info you need on the course:
54 hours, 9 CFU
Office hours on request, Cavallerizza 1° floor

3. The Books
Tourism Discourse: Professional, Promotional and Digital voices, Stefania Maria Maci
A Textbook of Translation, Peter Newmark

4. Tentative timetable Week 1 6-7-8- February Week 2 13-14-15 February
Week March
Week March
Week March
Week April
Week April
Week April
Week April

5. The Course The Language of Tourism Translation Theory and Practice
Elements of linguistics: morphologic, synctactic and lexical features of tourism English
Cross-cultural issues
Informative vs promotional touristic discourse
The most important translation theories and tools
Translation of different kinds of touristic texts: tourist guides, leaflets, brochures, advertisements, websites

6. The Language of Tourism: preliminary questions
Is there such a thing as the language of tourism?
Is there only one type of language of tourism?
Can tourism English be considered as a type of specialized discourse such as business English, medical English, etc.?
Is translating a tourist guide or a brochure the same thing as translating a website?
What is the relationship between localization and globalization?
What are the main aims of a touristic text?
What are the morphological, syntactical and lexical characteristics of tourism English? Do they vary according to the different types of texts (guides, leaflets, brochures, advertisements, websites)?

7. Translation: preliminary questions
What is discourse analysis and what does it have to do with translation?
Which are the main translation theories?
What is the relationship between translation and culture?
Is translating a tourist text the same as translating a novel or an information leaflet or an advertisement or a legal document?
What can we employ to successfully translate tourist texts?
Which tools do we need?
How can we become better readers and better writers?

8. What is tourist language?
The tourist communication has been always defined as a process to create a collective imaginary about a place.
Nevertheless the tourist language is not considered as a specialist language because it has to be understood by many people (possible customers)
The aim is to sell a product, so the tourist communication is based on the binary opposition: familiarity/exoticism creating ‘an elusive something’.
This communication mainly intends advertising must-see sights. For this reason the storytelling of a place is fundamental.

9. Tourist texts consist of a variety of publications
Their purpose is to promote a given locality, its tourist attractions, services and facilities.
Some examples are: brochures, leaflets, flyers, magazines, periodicals, guidebooks, websites, and, more recently, social networks too.

10. Tourist texts fulfil two communicative functions:
Informative
Appellative

11. Definitions:
In the translation of INFORMATIVE texts […] the aim is invariance of content and the translation is deemed successful if the information has been transmitted in full.
The translation of APPELLATIVE or operative texts types […] aims to provoke in the target readers identical behavioural reactions to those of the reader of the source text and this translation method is called ADAPTATION.

12. A tourist text can include several topics:
Architecture
Customs and traditions
Economy
Entertainment
Cuisine
Geography
History of art
History
Sports

13. Style
English tourist language is usually personal and informal. The imperative tense is much used to invite the public reader to visit the attractions of the place promoted.
Italian tourist language is instead more impersonal and formal. Places are generally advertised using passive constructions.

14. Theme and Rheme THEME: RHEME:
the starting point of the communication chosen by the speaker/writer. The theme is what the clause is about.
RHEME:
the remaining part which develops the theme. The rheme is what the speaker says about the theme. It is the communicative goal of a clause because it represents the information that the speaker/writer wants to convey to the hearer/reader. The rheme fulfils the communicative purpose of an utterance.

15. Tourism as LSP: Lexical features
Macro-specialized discourse which groups together micro-specialized languages, fields and sub-fields: business, marketing, e-commerce, geography, history, the arts, environment
It may have a literary quality, but unlike literary discourse, it is characterized by monoreferentiality, precision, transparency, conciseness
Informative texts (denotative function) vs promotional texts (emotional connotative meaning)

16. Monoreferentiality
Semantic denotative uniqueness of the concerned lexical item, no emotional connotative meaning
Reducing ambiguity to the minimum eliminating polysemy
Examples: mouse (informatics), carrier (airlines)
This is not valid for slogans and adverts, which may rely on puns to obtain a persuasive effect (ex. Slogan of the United Airlines «Some like it Haute»)

17. Precision … but also appeal
events-calendar?ref=nav-4-ttd#eqSkq18koa9fufGT.97
a-glance?ref=nav-4-dl#27aUSLtDcaieSwVf.97

18. Transparency … but also languaging
Languaging (Potter, 1970):Use of foreign words of which people have scant knowledge in order to induce a feeling of inferiority and thus win the reader’s interest.
Languaging is essentially “giving voice” to one’s own identity in a specific social context. It is the “rooting of the psychological and moral individual in the local social dimension” (Cortese and Hymes, 2001)
The use of particular expressions shared by writer and reader, with their occasional poetic treatment, can be both ego-enhancing and memory sustaining (Dann, 1996)

19. Languaging (2)
Languaging in Expats’ talk: cultural gap, everyday interaction with the locals and the local culture.
Languaging in travelogues: contact with the local culture (e.g., food and drink) but mostly words which are connected with stereotypes about Italy and Italians, and routines.
Languaging in guidebooks: mostly words that might be useful to tourists.

20. Languaging (3)
We find it in expert talk: explanations, instructions, etc.
Examples from travelogues and guidebooks:
«He chooses our menu: “crostone al lardo; gnocchi speck e carciofi; and ravioli di tartufo. There is also codfish and gnocchetti with sepia, tagliolini with radicchio and gambas, and crisp focaccia with rosemary”.»
«Despite the fact that tap water is reliable throughout the country, most Italians prefer to drink bottled acqua minerale (mineral water). This is available either frizzante (sparkling) or naturale (still), and you will be asked in restaurants and bars which you would prefer. If you just want a glass of tap water, you should ask for acqua dal rubinetto, although some Italians still equate this with asking to run a glass through the toilet.»
Expats’ blogs: «Most documents needed for any sort of official transaction, from renting a property to applying for a driver's license, must be presented "in bollo", meaning with a tax stamp affixed.»

21. Naming and Translating
If you really want to see how the Italians in rural Italy live, your best bet is to head to the nearest sagra. A sagra is a festival organized by a community, either an entire town or a smaller subdivision within a larger municipality, which almost always centers around a specific food or dish.
Tuscany: every Tuscan meal begins with antipasti, and crostini (coarse liver pâté on crusty unsalted bread) is a regional speciality; as is bruschetta, slices of tomato on olive oilsoaked toast.
[…] the secrets of the Vin Alto, the amber dessert wine into which Tuscans like to dunk their cantuccini biscuits.
Rather than paying admission to each attraction, it’s a good idea to pick up a pass or joint ticket (biglietto cumulativo) covering entry to several sites

22. Borrowing and code crossing
Borrowing (espresso, cappuccino, pasta, vista), often with English morphology (espressos, cappuccinos). I mean, I live in Italy. Not Milan, Italy. Umbria, Italy. A slow place. A lingering over cappuccinos in the morning place. A three hour lunch place. A napping all afternoon place.
Code crossing: Even if you want to put up an index card at the local grocer's to try and sell your used skis, the thing has to have a "bollo" on it.

23. Conciseness
Based on the principle of minimax, i.e. minimal efforts to reach maximal specificity
Use of acronyms (ex. LOS= length of stay, ASAP= as soon as possible), abbreviations (ex. comp= complimentary, rep=representative), eponyms (ex. J.F.K. International Airport), zero derivation (ex. noun check-in derived from the verb to check-in, verb to derived from the noun ), blending (ex. campsite vs camping site), juxtaposition omitting prepositions and determiners (ex. Fly-Cruise Package), specialization of general words (bed-night= one person for one night, bed-place= space taken up by a person in a double bed)

24. Expressive conciseness: elliptic forms of relative clauses
Compact syntactic structure
Relative clauses replaced by lexemes with an adjectival role, usually by means of affixation: example If you are travelling on a non-refundable ticket or by present participle of the main verb: example Clients staying at the hotel
Passive relative clause with pronoun and auxiliary omitted: example Checked baggage allowance
Agent either not expressed or in adjectival role: example Visit the famous best-preserved theatre, An EU recommended tourism policy

25. Premodification
Left-dislocation of terms with an adjectival function which modifies the qualities and properties of the head noun
Denser syntax: examples check-in time, escorted all-inclusive tour, located in a carefully restored 200 year-old traditional stone house

26. Nominalization
A nominalization is a noun phrase that has a systematic correspondence with a clausal predication which includes a head noun morphologically related to a corresponding verb. Example: The noun phrase refusal to help corresponds to he refuses to help. The head noun refusal is morphologically related to the verb refuse.
When you arrive at the hotel  upon arrival at the hotel
Why is it so frequent in specialized texts? 1. to convey more objective and precise data 2. it favours the theme-rheme organization of information, thus the presence of already known elements favours cohesion
Lexical density

27. Example
If you wish to board the aircraft as part of the first boarding group you can purchase a Priority Boarding voucher for GBP 2.00/EUR per passenger / per one way flight through a Ryanair Call Centre (subject to call centre opening hours) or at your departure airport up to a 40 minutes prior to the scheduled departure time. (Ryanair Ticket)

28. Verbs Communicative purpose  present tense
Pragmatic purpose  imperative
Modals  modality does not express deontic or epistemic meaning , it prompts an action in tourist texts. Will and can for certainty and possibility. Must tends to be a nominalized form: must-see, must-do, expressing a necessity and having a colloquial status.
Passive forms  depersonalization in favour of facts. Example: Tickets are non-transferable and name changes are not permitted. The agent is expressed whenever the focus is the tourist: example You will be met by our host and transferred to your hotel.

29. Verbs (2) DISJUNCTIVE GRAMMAR
A specific technique mainly used in advertising and notices. It includes noun groups and minor clauses/fragments (verb-less and non-finite clauses), as opposed to fully discursive grammar.
Therefore: sometimes sentences lack both subject and a finite verb.
Easy to understand and to remember  it is catchy.
This type of Grammar is often employed in itineraries and is justified by the fact that the itinerary schematically describes things to do and to see.

30. Personal pronouns Ego-targeting
Direct relationship with the readership
Persuasion
Example
London is our main course but we also serve up wonderful side dishes in the shape of Explorer days to Stonehenge, Oxford, Bath, Hampton ecc. If you know the score and just want to know what’s on when – just click here for a table, laid out in chronological order, of all the out-of-town trips we’ll be running in the Summer 2009 London Walks programme (London Walks, Tourist Guides)

31. Use of superlative forms and expressions
Massive presence of superlatives connected to positive terms to create a sense of euphoria, distinctiveness and authenticity.
Great, more and most  exclusive quality
Examples
“one of the best views in the world”
“a postcard-perfect picture”
“Embark on a ride of a life-time”

32. Specialization of general lexis
Semantic evolution derives from the specialization of word-meanings originally belonging to general language:
Ex. sustainability from the word sustain
It can also occur through the creation of new lexemes:
Ex. suffix –friendly (ex. eco-friendly, vegan-friendly, user-friendly), prefix e- (e- commerce, )
Glossary of new web-related terms:
CAN YOU NOTICE ANYTHING IN THE ITALIAN GLOSSARY?

33. Learning how to use dictionaries, glossaries and corpora ,

34. Metaphorization
Catachresis, i.e. the use of a word with some new meaning in order to fill a gap in existing vocabulary. In Italian  Anglicization (Ex. twin room, tour shell=brochure containins graphics with space available for travel agencies to place their own contact information, hottest=fashionable)
Metaphorical interaction and shortened similes, where the two terms mutually confer their own qualities to the other term (Ex. tourism is business, ecotourism is respecting fragile, pristine and usually protected areas)
Elliptic similes, when metaphorical language undergoes a process of popularization (Ex. Sri-Lanka is a pearl of the Orient)

35. Example: metaphors of jewels
«Birthplace of the Reinassance, Florence is one of the world’s most exciting and exuberant cities with architectural treasures around virtually every corner»
«Renowned for its profusion of enchanting hilltop towns, the region is home to Italy’s finest medieval jewels including Assisi, the birthplace of St Francis»
«Explore the hillside villages hosting historical gems, and relax on magnificent beaches […] Most of the inland villages possess something of artistic or scenic interest, many housing important historic remains»
«An emerald isle resting on a sapphire sea, brushed by soft beaches and licked by laughing waves – a mountainous interior where the untamed terrain retains scenes of unhurried rural grace and secluded corners of undisturbed tranquillity – this is Sardinia»
«The ferry port in the Marina Piccola provides connections to Naples and Capri and an opportunity to view from the sea the dramatic and lovely coast-line with its varied landscape and its necklace of historic towns»
Porto Cervo is the jewel in a glittering town»

36. Lexical features
The use of positive adjectives to give beauty and distinction to the text (outstanding, spectacular, exotic, colourful
The use of superlatives, either with adjectives or with the morphological form (the most, easternmost), is very high. For instance, Windsor Castle is the oldest and largest occupied castle in the world. (Windsor Castle -leaflet).
The very careful lexical choices of keywords as away, adventure, dream, imagination, pleasure, escape to comply with the tourist’s expectations about holidaying; together with languaging
The use of cultural references, called realia (carabinieri, bistrot, partigiani, koala, tarantella etc.), which do not have any equivalent in the target language. Some Italian examples: translations/

37. Adjectives Empahtic and evaluative
Informative descriptions enriched by positive appraisal
Examples:
«This spacious and attractive hotel enjoys a fantastic seafront location just outside Playa Blanca. With superb sports and health facilities, this is a great destination for holidaymakers wanting to relax, soak up the sun and take advantage of the hotel six pools.»
«This modern and attractive complex is set in pleasant gardens and is of a high standard. Well situated, near a large selection of restaurants, bars and shops, its family-friendly facilities include a freshwater pool and a children’s play area.»

38. Exercise
Destination Guide: London, England London is a city where you’ll find a whole world of history and culture in each of its colourful streets. As in other cities in Europe, London has an incredible ethnic mix, which gives a certain edge to this area of the United Kingdom. On travelling through this fascinating city, you’ll find a large number of tourist attractions, among which are Westminster Abbey (a church where the remains of the Royal Family are buried and where important marriages are usually held), the Tower of London, Big Ben, the Houses of Parliament, Kew Royal Botanical Gardens, the Greenwich National Maritime Museum and the British Museum, as well as the numerous parks scattered throughout London. London From its Roman core to its Olympic edges, its ancient abbeys to its iconic skyscrapers, London is an extraordinary time capsule of human history and a cross-section of all human life. London now confidently assumes the mantle of Europe’s cultural capital and that of one of the world’s great cities, crowning itself Emperor-style by hosting its third Olympic Games in London has been called a ‘world in one city’ and that’s not just empty rhetoric. The brilliant feat carried off here is that while immigrants, the city’s lifeblood, continue to flow in and contribute their energy and cultures to the capital’s already-spicy melting pot, London nevertheless feels quintessentially British, whether it’s those boxy black cabs, the red double-deckers or those grand symbols of Britain – the mother of all parliaments at Westminster, the silhouette of Tower Bridge above the muddy Thames or the now world-famous London Eye, barely a decade old. Don’t miss these essential sights of course, but equally ensure you partake in what really makes London great: a pint and a plate of fish ’n’ chips by the river, a day in the park or a night out in Soho or Shoreditch. Take a deep breath and prepare to fall in love with the British capital.