A Study on the Translation of the Promotional Video for Quanzhou’s Application for World Heritage from the Perspective of Multimodal Discourse Analysis

Abstract

As an important medium for displaying a city’s image, culture, and characteristics, the translation of city promotional videos has become a key link in promoting a city’s image internationally. However, in the past, most of the methods used in the study of the translation of promotional videos were functional equivalence theory, purposiveness theory, and cultural adaptation theory, which resulted in a lack of comprehensive and systematic research into the translation of promotional videos. To solve this problem, based on the theoretical framework of multimodal discourse analysis, this paper adopts the method of textual analysis to conduct the translation study on the promotional videos of Quanzhou’s heritage application. It puts forward the translation strategy of city promotional videos. The theory of multimodal discourse analysis helps to promote the study of the translation of city promotional videos, which can improve the translation accuracy, deal with the problem of cultural differences, optimize the communication effect, and provide new study perspectives of the method. In the translation process, reasonable translation strategies should be adopted appropriately to maximize the translation effect of city promotional videos and expand the publicity effect of the international influence of city promotional videos.