Linguistic representation of typological features of tourist discourse in translation

The article is devoted to the analysis of the problems which emerge in the process of translating the tourist discourse texts. They include the elements of other types of discourses such as geographical, advertising, sport, gastronomic and others. The tourist discourse has experienced many alterations due to historical and social factors. It has acquired commercial character due to the interrelation of its authors and the supposed tourist clients. This type of discourse resembles a dialogue between the professionals, creating the tourist text, and the potential readers of very versatile and not homogenious origin. For this reason the text contains the cultural, cognitive and emotional information, which is to attract the attention of the supposed reader and be obligatory translated. Such translation process presupposes translator’s reflection of culture, history and numerous allusions of the original text. Cognitive approach to translation allows the translator to make deeper observations and reflections of the original text and give a full idea of the contents and the intentions of the author in the target language. It means that he has got proper reflections of culture, history, concepts and allusions of the original text. The cognitive approach and the non-formal understanding of the original text allows to interpret its deep structure and convey the intentional contents of it. The translator is to realize that the tourist discourse text may contain emitonal information which can manipulate his perception of the text and make its contents look more attractive for a potential reader. The cognitive contents of such texts can be overlaid with emotional information and it means that such text belongs to popular style, the main idea of which is to convey special knowledge in acceptable form to a potential reader. This is the reason for the cognitive information not to be regularly expressed by terms. For the most part such information is represented by the words which convey emotional aspect of the notions aimed at the emotional perception of the potential reader.