Information about the author:
Elena V. Chistova
Elena V. Chistova, Phd in Philoligy, associate professor, Department of Theory, Practice and Didactics of Translation, University of World Civilizations named after V.V. Zhirinovsky (UWC, Moscow), Leninsky Prospekt 1/2, bldg. 1, 119049 Moscow, Russia.
ORCID ID: https://orcid.org/0000-0002-4016-7935
The paper raises questions of translation adaptation of bad-known or commercially ineffective toponyms-brands that pretend to be internationally promoted. The author presents methodology for studying the onomastic consciousness of a potential tourist for the purpose of strategic planning of the commercial toponymic nomination. Approbation of the methodology is shown on the example of toponyms of the Krasnoyarsk Kray in the perception of Chinese speakers. With the help of sociolinguistic and translation methods, it was found that 67% of the toponyms are unrepresentative and alien to potential Chinese tourists. Despite the use of neutral phonetics and formants indicating belonging to a category, toponyms are difficult to perceive due to cumbersome forms and unfavorable sound. As an effective translation solution, it is proposed to use “thinking transcriptions” and abbreviated alternative nominations of existing phonetic borrowings.
Keywords: sociolinguistics, translation theory, toponymic nomination, geographic brand, tourism, Chinese language, Krasnoyarsk, Siberia.