Customs are the traditional behavior anticipated in specific situations, and exert impact on people on various occasions. Each country has formed its own customs during their respective history process. With a resplendent history, Chinese people have shaped their own customs and habits, which constitute some distinctive features in its language. For example, including Chinese traditional festival, the couplet “元宵 元宵元元宵，宵圆宵圆宵宵圆” maintains unique connotation which is hard to realize by foreigners. When such difficulties are encountered by the translator, the whole issue of the translatability is raised; this can be considered as cultural untranslatability, since it is due to the absence in the target language culture of a relevant situational feature for the source language text. In other respects, there are fifty-six ethnic tribes in China, each having their specific customs and ethnical culture, including their specific architecture, specific tools for production and living, specific ethnical costumes and folk songs and dances; therefore, the domestic ethnic differences are profound, not to mention sino-west differences. It is a common situation that some favorable matter in one culture may be forbidden issues causing displeasure to another culture, since every ethnic tribe has their own tattoos and taboos. For example, while being a sign of wisdom in the Western culture, an owl is viewed as an unwelcome animal in Chinese culture. When translating and introducing the tour materials, a translator must take these ethnical and customary differences into concern.

Chapter Two

Aesthetic Object- Scenic-spot Introductions

The scholars from home and abroad always integrate their analysis of texts classification with the analysis of its function. It has been agreed among linguists that a text is integrated with multi-flmctions. It is always the case that one or several functions play the leading role in a text while the others play a supplementary role. Taking scenic-spot introductory texts as an example, the main function of it is to be informative as well as to be aesthetic.

To be informative is a basic function of scenic-spot introductory texts, because this purpose of attracting tourists can only be achieved under the prerequisite of sufficient information. Readers all hope to get relevant information and background knowledge of the tourist destination before making up their mind to visit it. A tourist text should provide the tourists with not only useful information including location, route, facilities, and fees, also with information on humanism such as culture, history and religion. They should have vivid and inviting description. This is especially true with those introductions to scenic spots. Therefore, a scenic-spot introductory text should be also aesthetic. Namely, it describes to us the appearance and state of things so that the readers can sense the beauty of the nature and the humanistic world.

2.1.1  Exposition-Style

Many examples tell that most of the English scenic-spot introductions belong to exposition-style. The description in English is usually clear and logical affected by a straightforward and deductive thinking mode, with no piles of quotations or enumeration of celebrities, since those seem unreliable in English writing tradition. 

Conciseness is a prominent feature of English writing, as is stated in the book The Elements of Style that '"Vigorous writing is concise. A sentence should contain no necessary words, a paragraph no necessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts” (Strunk & White 1979:23). English-speaking people are in favor of using simple words to provide factual information, so most adjectives and adverbs in English scenic-spot introductions are common words. Just as the following example demonstrates, without redundancy, the description is short, but lifelike. Only with one sentence, the charming scenery is clearly presented.

Example (1): The curve of the James River and steep slope on this side are very much like the features of the River Thames in England, at a royal village west of London called Richmond upon Thames.

Plain wording can satisfy the taste of English-speaking people to the largest extent. It is found that the English language also use some rhetorical devices to make its writing more attractive to readers for achieving the ideal communicative effect of English scenic-spot Introductions. Taking advantage of the comparison, Example(1) is surprisingly easy for readers to image the tranquil beauty of the scenery, although the frequency of figures of speech in English scenic-spot introductions is relatively low because English readers prefer specific and objective descriptions instead of ornate descriptions.

Furthermore, conclusions about exposition-style introductions can be made as follows: Firstly, the arrangement of English tourism text is more direct than Chinese tourism text.  The translators may adopt omission to acquire a clear meaning when converting Chinese citations into English.

Secondly, the English language prefers simplicity to complexity. The flowery language is not popular in English writing; so it is not necessary for the translators to work hard to keep those figures of speech in English versions.

Thirdly, since English expressions lay stress on topic sentence, the translators have to consider how to attract English tourists, attentions with a theme and how to make the text structure fresh when translating Chinese scenic-spot introductions into English. So it is not necessary to keep all the contents of the source text in English version. 

2.1.2 Prose-Style

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