一、导论 赵楼牡丹园简介：赵楼是驰名中外的牡丹之乡，位于“曹州牡丹园”的中心,牡丹栽培历史悠久,“至明已甲于海内外”,面积一千五百亩,品种四百多个,是当今世界面积最大、品种最多、花色最全的科研、生产、销售基地，也是国内观赏牡丹的中心。
Zhaolou Peony Park
Zhaolou is renowned for its peony at home and abroad. It stands at the center of “Caozhou Peony Park”.With a long history of planting peony. it was well-known throught the country in the Ming Dynasty. Zhaolou Peony Park has an area of 1500 mu and more than 400 varieties. It is a scientific research, planting, selling base with the largest area, the most colours in the world. It is also a centre for enjoying the sight of peony at home.
这张门票中文文本和英文文本基本是1=1的等值翻译关系，达到了忠实、通顺的翻译要求，但却平平淡淡，并未有直接的深刻印象。那么还有没有更好的译法呢？那么我们是否可以颠倒整篇句子结构层次，不是逐词照句，而是根据具体目的需要，有选择性的灵活翻译呢？
二、相关理论
英国翻译理论家彼得・纽马克（Peter Newmark)借用德国语言学家卡尔・比勒（Karl Buhler)的语言功能理论将文本分为三大类：表达型文本（expressive texts）信息型文本（informative texts）和召唤型文本（vocative texts）。他认为，大部分文本是以一种功能为主同时兼具其他两种功能，因此译者必须首先确定文本的主要功能，以便采取相应的翻译策略。根据纽马克的划分，召唤型文本的核心是目标语读者，此类文本“号召读者去行动、去思考、去感受”，其译文侧重目标语，译者应充分考虑译文的可读性。根据纽马克的划分标准，旅游文本属于召唤型文本。它的目的在于吸引游客，激发他们游览的兴趣，并增强对异国文化的了解。
在Christiane Nord (2001)的目的性行为―功能翻译理论中提出：粗略地比较原语文本和目标文本，清楚的看到：哪些原语的信息和语言要素需要保持不变，哪些根据翻译目的的要求不得不被调整，也就是结合翻译的目的和译文读者的特殊情况，从原作所提供的多源信息中进行选择性的翻译。翻译并非1=1的语言转换活动，1≠1，而是1+1>2。
在国内有学者倡导的翻译选择适应论，其核心内容是以译者为中心的翻译观。在“原文-译者-译文”的三元关系流程中，译者处于适应“原文”和选择“译文”的中心枢纽地位。是单纯的音译；还是意译；抑或是音译结合；或是零翻译。译法选择的过程是不同的翻译目的的要求的体现。
三、英语和汉语文本的特点分析
Tourism texts information can be roughly generalized two kinds: background introduction and scenic description. In Chinese，the first sentences of the text tintroduce background information, the subsequence often apply abundant adjectives and four-word phrase，as well as quite a few hyperbole and contrastive rhetonic methods，description information is far more than the background function information. Although in part of tourism texts or guidance，background function rise，from the whol，description parts occpy more percentage.
Chinese tends to center scenery areas and are used to expressing in the third person.The Characteristics of English tourism texts stand out，You-attitude, in form，you- form is applied. From reader’ or potential tourists’position，viewpoint is stated.
四、具体例子分析
大雁塔简介：大雁塔耸立于西安南郊大慈恩寺内。唐代高僧玄奘法师历尽千难万险,从印度取经回到长安后,于贞观二十二年(公元648年)任新落成的大慈恩寺首任上座住持.永徽三年(公元652年), 玄奘法师为了藏经,奏请朝廷,建造了雄伟的大雁塔.
Big Wild Goose Pagoda Profile in English:
Big Wild Goose Pagoda: Dayan Pagoda is situated in the Great Ci’en Temple to the south of the city of Xi’an hence also the name Ci’en Temple pagoda. It was built in the 3rd year of Yonghui reign of Emperor Gaozong of Tang Dynasty. (A.D.652) and served as the Place for the Monk Xuanzang to translate Buddhist scriptures. The original Pagoda had only five storeys，and was rebuilt during Changan Reign of Express Wu Zetian. The present Dayan Pagoda has seven storeys and is 64.5 meters high in the shape of a square pyramid.
The item is personal in Chinese: the subjects of the several sentences are the monkXuanzang. In contrast, the tourist ticket has opposite feature，which is impersonal in English: the subjects of several sentences are Dayan Pagoda，It（also Dayan Pagoda）-substitution, the original Pagoda and The present Dayan Pagoda. Chinese often adopts active sentences，while English sentences are more expressed by passive patterns. Conversion is gained by changing Chinese verb-object order. The text properly reflects the characteristic of scientific English. Actually for this text, translation is a process of modulation，i.e. switching the speaker’s perspective.
五、结论
召唤型文本体现了旅游、策划宣传、广告、翻译等多产业的发展。成功得体的翻译可以起到事半功倍的效果。以目的论为指导，可以更有效的达到我们所期待的翻译文化目标。因此，以德国功能翻译理论作指导，来探索旅游翻译材料，是解决旅游翻译文本最行之有效的途径。
【参考文献】
[1]Newmark，P. 2001.Approaches to Translation[M]. Shanghai: Shanghai Foreign Language Education Press.
[2]Nord，C.2001.Translating as a Purposeful Activity[M].Shanghai：Shanghai Foreign Language Education Press.
[3]胡庚申.翻译适应选择论[M].武汉：湖北教育出版社，2004.
（作者单位：郜冬霞，山东师范大学外国语学院）
