Cross-cultural adaptation in English-language promotional materials for Chinese intangible cultural heritage: A case study of Kung Fu and tea art
Lexing Wei
Xi'an Fanyi University
DOI: https://doi.org/10.59429/bam.v7i4.12399
Keywords: Chinese intangible cultural heritage; English promotional materials; cross-cultural adaptation; Kung Fu; tea art
Abstract
This paper focuses on the issue of cross-cultural adaptation in English promotional materials for Chinese intangible cultural heritage, using Kung Fu and Tea Art, two highly representative intangible cultural heritages, as case studies. By analyzing the performance of existing English promotional materials in terms of cultural connotation conveyance, linguistic expression habits, and audience reception, it explores how to make promotional materials more effectively disseminate Chinese intangible cultural heritage in cross-cultural contexts. The study finds that when translating and creating English promotional materials, it is essential to fully consider the characteristics of the target culture and adopt appropriate translation strategies and cultural interpretation methods to enhance promotional effectiveness and facilitate the global inheritance and development of Chinese intangible cultural heritage.
References
[1] Chen Xiangbai. Chaozhou Gongfu Tea. Shantou: Shantou University Press, 2001.
[2] Weng Xiaozhu. Tea Rules All: Chaoshan Gongfu Tea. Guangzhou: Guangdong Education Press, 2013.
[3] Lü Qing, Ai Xia. Reflections on the Protection and Inheritance of Intangible Cultural Heritage. Technology Information, 2008, (24): 508-509.
[4] Li Yu. Research on Cultural Dissemination Modes along the "Belt and Road" in the New Media Environment. Journalism and Communication Research, 2015, (2): 23-25.
[5] Tan Chang. On the Inheritance System of Intangible Cultural Heritage in China. Journal of Inner Mongolia.