An approach to translation of images in tourism sector

Abstract

In recent decades, the Vigo University Translation & Paratransla-tion Research Group has defended in numerous works the rele-vance of banishing the traditional vision of translation according to which translation consists of a simple linguistic transfer be-tween cultures. In certain areas of specialty (editorial, audiovisual, advertising, tourist translation, etc.) in which textual elements are complemented by paratextual elements, the verbal code and the visual code form an indissoluble whole that the translator cannot ignore to obtain a coherent target text appropriate to the recipient culture. Based on the concept of “paratranslation”, the characteris-tics of tourist translation and the functions of language (Jakobson, 1963), this work reflects on the need to translate the image in tour-ist translation and to involve the translator in the entire creative process of tourist material.