A Study on the Construction of English Translation Norms and the Communication Paths for Publicity Texts of Zhangjiajie Sandstone Paintings

Abstract

With the rapid economic development and growing international influence of  China, Chinese cultural communication has attracted increasingly extensive attention worldwide. Zhangjiajie sandstone painting is a distinctive new art form of western Hunan that integrates local natural texture, intangible cultural heritage craftsmanship and cultural tourism characteristics. This paper focuses on two core themes, namely the construction of English translation norms and the optimization of communication paths. Based on text type theory, it deeply analyzes the mixed textual attributes dominated by operative function and supplemented by informative and expressive functions. It also summarizes major translation problems including inconsistent terminology, insufficient cultural conveyance and simple communication channels. On this basis, this paper summarizes targeted English translation principles from the three dimensions of informative, expressive and operative texts, which meet the external publicity demands of intangible cultural heritage. The research aims to provide feasible theoretical reference and practical guidance for the international dissemination of Zhangjiajie sandstone painting and the overseas promotion of traditional crafts, and help traditional Chinese culture go global.