1. Cultural References
1.1. Tourism Promotional Materials -- e.g. the example of “Sweet as”(2010) video
1.1.1. The language of tourism promotion is influenced by the three sociological perspectives of tourism i.e. strangerhood, authenticity and play. In alignment with the strangerhood perspective, TPMs employ a ‘language of differentiation’ (Dann, 1996, p. 15) that tries to strike a balance between strangeness and familiarity to attract tourists (Rokowski, 2006, p. 110).
1.1.1.1. Authenticity
1.1.1.1.1. [Example] The characters in the “Sweet as” are two old local women. Unlike other tourism promotional videos, this short clip introduces New Zealand's tourist attractions from a local perspective through the travel album. This way of introduction is neither abrupt nor exaggerated, and it promotes the local attractions in New Zealand authentically.
1.1.1.2. Strangerhood
1.1.1.2.1. [Example] Comparing New Zealand's tourist attractions with those of other countries with similar landscapes. i.e. comparing the two fly fishing places in Norway and New Zealand. Some people may not be familiar with the fishing place in New Zealand but knowing about the fly fishing field in Norway.
1.1.1.3. Play
1.1.2. Issues of translating Tourism Promotional Materials (TPM)
1.1.2.1. Translators aim at ‘semantic equivalence’ instead of ‘perlocutionary equivalence’. (Hickey, 2004, p. 77)
1.1.2.2. Translators tend to focus on the micro (linguistic)-level of the language of tourism promotion and largely ignore the macro (cultural)-level. (Sulaiman & Wilson, 2019)
1.1.3. Solutions -- three non-linguistic skills that are central to copywriting have been identified as crucial in promotional translation. These abilities are critical when dealing with cultural differences and overcoming cultural obstacles in order to achieve the ultimate goal of profitable promotion and advertisement.
1.1.3.1. Agility
1.1.3.2. Creativity
1.1.3.3. Persuasiveness
2. Slang and Colloquialism
2.1. Common Issues
2.1.1. natural equivalence ー translating terms so that they may occur naturally in the target-side language (Pym, 2009)
2.1.1.1. [commentary] translators must take care to create translations that are coherent , regardless of word-to-word accuracy
2.1.1.1.1. [example] how should 'yeah nah' be translated
2.1.2. directional equivalence ー translating in a manner that may not be reciprocally equivalent, i.e. A becomes B, but B does not back translate to A (Pym, 2009)
2.1.2.1. [commentary] particularly in the case of slang, caution must be taken to actively seek out translations that still portray the message from the ST, even if the term in the TT is not equivalent to the term in the ST
2.1.2.1.1. [example] the Japanese term 「スキンシップ」 or 'sukinshippu', used to describe physical communication not limited to intimacy or friendship
2.1.3. contextually-reliant terms ー the same term may be used in different contexts with different meanings
2.1.3.1. [commentary] because a term may have different meanings depending on the context, care must be taken to convey the correct meaning (such as the case of homonyms when utilising CAT Tools)
2.1.3.1.1. [example] "it's cold today ay" "and that wasn't even all ay" "I don't get it ay"