Discourse Transformation: International Publicity Translation and Global Expression
Xiaopeng Zhang *
College of Foreign Studies, Guilin University of Technology, Guilin, China.
Huofeng Tang
College of Foreign Studies, Guilin University of Technology, Guilin, China.
Limin Chen
College of Foreign Studies, Guilin University of Technology, Guilin, China.
*Author to whom correspondence should be addressed.
Abstract
This chapter examines the role of international publicity translation in the global communication of Guangxi tea, with particular attention to Liupao tea. It considers how translation can convey product information, cultural meanings and the values associated with tea consumption while responding to audiences with different linguistic and cultural backgrounds. The discussion identifies recurring difficulties in the translation of core terminology, including variations in the English rendering of Liupao tea and related processing and sensory descriptors. It also examines the challenges of expressing historical imagery and cultural identity associated with the Ancient Tea-Boat Waterway and overseas Chinese communities. Drawing on functional equivalence, domestication and foreignisation, and cultural translation perspectives, the chapter outlines principles for balancing terminological accuracy, readability and cultural distinctiveness. It recommends consistent renderings for selected terms, supported where necessary by contextual explanations and audience-appropriate descriptions. Differentiated approaches are considered for English, Malay, Thai, Vietnamese, Japanese and Korean, reflecting the linguistic conventions and cultural contexts outlined in the manuscript. The chapter further discusses proposed institutional mechanisms, including terminology databases, expert consultation, translation review and specialist training. It argues that an integrated approach to terminology, cultural explanation and multilingual communication may help improve coherence in the international presentation of Guangxi tea. These proposals are presented as conceptual recommendations rather than empirically tested outcomes.
Keywords: International publicity translation, Guangxi tea, Liupao tea, cultural translation, functional equivalence, domestication, foreignisation, terminology standardisation, multilingual communication, discourse construction